Marketing 263 - International Marketing

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A. This course is a study of international marketing as an exchange relationship in public and private organizational concerns.  Including in the objectives of the course are 1) an orientation of the different prevailing thoughts in international marketing, including the h0istorical, economic, consumer, and systems approaches, 2) a market research project based on a product along market segmentation lines, and 3) an examination of consumer friendly marketing strategies. Some attention will be devoted to current government agency
regulations regarding international marketing practices. 

B. Improved transcontinental transportation and communication systems have brought the world, its people and countries into closer and more frequent contact; commerce, trade and investments among them have multiplied. Schools, businesses and other organizations are struggling to reform their courses and training programs to meet the rapidly growing demands for trained personnel in the international activities of banks, businesses, governments and international organizations. 

C. International Marketing is one of the most critical skills for business survival. Many people come to the market place with good ideas, but it is the ability to persuade others on the benefits of adopting those ideas that fuel the exchange process. The exchange process is where the action is, that is where people can make money. 

D. Africa, Latin America, Asia, Eastern Europe constantly reminds us that we live in a global community and economy.  Telecommunication and rapid transportation have aided in the acceleration of interrelationships among nations. Taken one step further, these interrelationships work best when they are positive, succinct and measurable. 

E. The degrees and dynamics of interrelationships between nations set the stage for economic participation between the countries. This economic participation characterizes the [international] marketplace where products are available almost everywhere, and in many languages. 

F. This is a dynamic course for the Marketing and Business Management programs. 


In addition to the objectives mentioned in section one, the objectives of the course are designed to stimulate student interest and develop capabilities for eventual use in international marketing and or analyzing the marketing operations of selected businesses. Upon successful completion of this course, the student should be able to: 

A. List and explain the essential components of international marketing. 

B. Comprehend and apply the systems management model in analyzing the national and international marketplace. 

C. Conduct micro-analyses of processes that are used to market on a local and global scale. 

D. Discuss topics that influence or bear directly on the routine interactions between buyer and seller. 

E. Explain how the different consumer trade policies will influence the productivity of different foreign markets and products. 

F. Think tank where the best marketing opportunities are in the world. 

G. Apply research techniques in developing a research paper and oral presentation on the international marketing strategies and practices.  Please refer to handout for the exact outline you are to use in developing the body of your presentation. Your conclusion and introduction should be developed after your have answered all of the questions contained in the model. Choose three corporations in the computer industry operating multi-nationally and examine their international marketing strategies and practices [Note: Please determine
if the available information is adequate to support your effort before you spend a lot of time]. 


Text: Terpstra, Vern and Sarathy, Ravi, International Marketing, 8th edition, Dryden Press, Fort Worth, Texas 2000 

Other Publications as appropriate. 


A. Attend class as scheduled. 

B. Be responsible for ALL work assigned (details provided) 

C. Be prepared for each class 

D. Recommend that you take notes in class 

E. Strongly recommend that you establish study groups 

F. Study, Study, and more study 

G. Positive contribution to course objectives 


A. There will be mid-term on and a comprehensive final examination on. 

B. After the mid-term, students should continue preparing a 8 - 10 page research paper and oral presentation. This project is due on _____________. The research paper and oral presentation are worth 100 points each. 

C. The final exam consists of 100 test question covering the entire course and text material.  This test is worth 100 points. 

D. Class participation will be evaluated. Measurement is governed primarily by your presence in class, development and execution of work plans. 

E. Class interaction will be judged. Measurement is governed primarily by how you treat each other, the instructor, and the school. 


MID-TERM = 100 Points 

EXERCISE #1 = 100 Points 

EXERCISE #2 = 100 Points 

FINAL = 100 Points 


Multiplied By X.90% 

SUB Total = 

Add Class Participation +.05 

Add Class Behavior +.05 

Total divided by 4 = GPA 


90 - 100 = A 

80 - 89 = B 

70 - 79 = C 

60 - 69 = D 

0 - 59 = F 

P.S. I do not curve. 


Your research project can be a very exciting experience and much of your excitement depends on your attitude. The
Instructor's role is to provide you with a sound process to use in the development of your research project. First, your research should
consider a systems approach; that is using a framework of INPUT-PROCESS/TRANSFORMATION-OUTPUT. Secondly, approach
your research using HISTORICAL, PRESENT, AND FUTURE lenses as well economic, social and political. 

Now that you have been provided an idea of your approach, let's discuss the process. the process of research is threefold: 1)The
Preliminary Phase, 2) The Design, Data, Collection, Data Processing, and Data Interpretation Phase, and 3) the Reportorial Phase.* 

The Preliminary Phase includes: 

- Understanding the nature of the research process 

-- What research is not? 

-- What research is? 

- Understanding what the major questions are? 

-- What planning, organizing and controlling international marketing strategies work to support the positive impact of
cultural diversity on international marketing? 

-- What planning, organizing and controlling international marketing strategies do not work and show a negative impact
of cultural diversity on international management? 

-- What are some of the future predictions about the can you make about the company's cultural diversity programs and
its impact on international marketing efforts and the effects of those efforts? 

- An overview of the ancillary tools available to the researcher 

- The Library (Electronic searches) 

- Measurement (number of businesses with cultural diversity programs. what are the major benchmarks within the
industry? Did you find any breakthrough planning efforts?) 

- Statistics (What kind of historical data is available to show the cultural diversity trends within the industry? 

- Computers (Internet - If you have access to the the system regarding the topic and see what you can find 

The Design, Data Collection, Data Processing, and Data Interpretation Phase 

- The Statement of the Problem 

- Review of Related Literature 

- Ethical Considerations of the Research 

- The Research Proposal (Draft of Report) 

- Choosing a research Method

-- The historical method 

-- The descriptive-survey method 

-- The analytical-survey method 

-- The experimental method 

The Reportorial Phase (Research Paper) 

- The writing of the report (8-10 pp.; typed; double-spaced @ 10/12 pitch; visual aids - charts, graphs, etc.) 

- Style, format, and readability of the report (Description, Thesis, Antithesis, Synthesis, Future Predictions) 

- Presenting the report (10 - 15 minutes, visual aids, etc.) 


-Attention Step 

-Motivation Step (Hypothesis) 



-Main points (Thesis, Antithesis, and Synthesis) 

-Support Material (Definitions, examples, quotations, paraphrases, statistics, and testimonies) 

-Topic sentences (active voice. Highlights major theme of the rest of the paragraph) 

-Transitional sentences (least the last and the next paragraphs together) 


-Summarize each main point with one piece of support material. 

-Do not present any new information in this section. 

-Close...for the oral presentation you may say "this is the end of my presentation...are there any questions?