International Marketing – GSB 764

Course Syllabus

Fall Semester, 2006

Thursday, 6:30pm to 9:30pm – Lewis 312

Instructor: Mike Harvey

Email: mharvey@dom.edu

Office: FA 313

Objectives of the course:

1. Understand marketing fundamentals in the context of the global environment.
2. Analyze and assess marketing tools, practices and experiences used to address business opportunities / issues.
3. Examine various programs and mechanisms used to create sustainable competitive advantage in the global marketplace.

Upon course completion, you will be able to:

ü Identify the principles of marketing and explain the impact these have on the global economic, social / cultural, legal / political and regulatory environment.

ü Identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation and targeting techniques.

ü Identify when and why to take sourcing decisions and explain the impact of competition on a global marketing strategy.

ü Explain how marketing ‘mix’ decisions – product, price, physical distribution, promotion – impact a global marketing strategy.

ü Explain the strengths and weaknesses of a company’s global marketing plan.

Assigned Text

Keegan, Warren, Global Marketing Management. 7^th edition. Upper Saddle River, New Jersey: Pearson Prentice-Hall, 2002. ISBN 01-3033-2712.

Evaluation:

Your evaluation will be based on written assessments of contemporary marketing issues, case analyses, evaluation of a marketing plan and class attendance / oral participation.

· Contemporary Issues – written analyses of various marketing issues related to problems and / or opportunities (3 issues @ 15%) …..…….………..….…..45%

· Case Analyses / Presentation – a specific company / market research analysis designed to illustrate an international business strategy (Team Project)..….30%

· Individual Evaluation of Marketing ‘Mix’ Decisions - an assessment of a global marketing ‘mix’ decisions covering one of the 4 ‘P’s ….………..…15%

· Class Attendance / Oral Participation………….………………….…….10%

Course Calendar:

Class Sessions	Reading Topics / Assignments*	Due
August 31	Introductions / Course Syllabus / Overview of Global Marketing, 18 Principles and the Future	Chapters 1 & 18 App I (pgs 18-28)
September 7	Global Economic, Political / Legal and Regulatory Environments	Chapters 2 & 4
September 14	Social and Cultural Environment Assign 1^st Contemporary Issue	Chapter 3
September 21	Global Customers, Marketing Information Systems and Research	Chapters 5 & 6 1^st Cont. Issue
September 28	Segmentation, Targeting and Positioning Assign 2^nd Contemporary Issue	Chapter 7
October 5	Entry and Expansion Strategies, Cooperative Strategies and Strategic Partnerships	Chapters 8 & 9 2^nd Cont. Issue
October 12	Competitive Analyses and Strategy Assign 3^rd Contemporary Issue	Chapter 10
October 19	Product ‘Mix’ Decisions Assign Individuals on ‘Mix’ Decision-making	Chapter 11 3^rd Cont. Issue
October 26	Pricing ‘Mix’ Decisions	Chapter 12 Pitches
November 2	Physical Distribution & Channel ‘Mix’ Decisions	Chapter 13 Pitches
November 9	Advertising & Promotional ‘Mix’ Decisions	Chapters 14 & 15 Pitches
November 16	Global e.Marketing Assign Team Projects: Case Analyses**	Chapter 16
November 23	------ Thanksgiving Break -----
November 30	Leading, Organizing and Monitoring the Global Marketing Efforts	Chapter 17
December 7	Wrap –Up / Team Projects – Presentations I	Team Paper / Presentation
December 14	Wrap –Up / Team Projects – Presentations II	Team Paper / Presentation
	* Class sessions will be augmented by guest lectures ** TBD by class interests / particulars