Course title: International Marketing
Code: 12972
Credit: 3
Teaching Hours: 3 hrs/w × 16weeks

Overview

The course was designed to provide an academic platform upon which students could blend their knowledge of marketing, microeconomics and international business.
 

Group Assignment
The course also featured a group assignment wherein students were asked to consider an international marketing problem and to then apply the aspects of the course in arriving at a solution. The students gained some needed experience in problem solving that blends academic knowledge with practical thinking. Students also gained experience in self-governance and in the preparation of a documented outcome of self-governance: their solution to the problem.

Each group faced a defense of their understanding of the problem, and of their approach to a solution.

Reading Assignments
In addition to using selected chapters from the textbook (Cateora 14e), the course featured seven supplementary readings, consisting mostly of academic papers and articles related to international marketing. The supplementary reading helped to overcome the natural deficiency that occurs as a result of using a textbook that conveys international marketing concepts from a non-Chinese perspective. Each of the supplementary reading assignments enhanced the effort to build an understanding of international marketing from the perspective of an individual who currently lives in, studies in, or works in China. The intended results were generally achieved with positive evidence gathered during class discussions and on subjective-form evaluation (ie. quiz discussion questions).

Large Emerging Markets and International Strategy (Enderwick)
China's Emerging Regional Trade Policy (Zhao)
Effectiveness of Economic Cooperation Between the EU and ACP Countries (Evrensel)
Intellectual Property Rights (Spinello)
The Recognition of First-time Entrepreneurial Opportunities (Chandra)
Global Branding and Strategic CSR: an overview of three types of complexity (Polonsky)
An Experimental Study of Consumers' Brand Personality Perception (Fetscherin)

Assessment
Assessments for the course included quizzes, individual preparation and participation, a group project evaluation and a final exam. The delivery format made for an important need for students to support the course with pre-reading and pre-thinking on course discussions.

Assessments during the semester were mostly intended to measure the level of preparedness of students to actively engage during the delivery of new material.

Syllabus
01
Orientation
Diagnostic Short Quiz
Lecture and Discussion
02
Marketing Beyond Cultural and Geographical Boarders
Lecture and Discussion
03
Large Emerging Markets
Lecture and Discussion
Article: Large Emerging Markets and International Strategy (Peter Enderwick)
04
Discussion: Exploitation of regional marketing opportunities
Lecture and Discussion
Article: China's emerging regional trade policy (Zhao, Malouche, and Newfarmer)
05
Trade Organizations and Facilitators
Lecture and Discussion
Paper: Effectiveness of economic cooperation between the EU and the ACP countries (Evrensel)
06
Intellectual Property
Lecture and Discussion
Paper: Intellectual Property Rights (Spinello)
07
International Marketing Methodologies
Lecture
Discussion: The concept of a knowledge corridor
Paper: The recognition of first-time entrepreneurial opportunities (Chandra, Styles,Wilkinson)
09
Lecture: Marketing and business culture awareness
Discussion: A refined look at banking culture in Japan: Kieretsu Capitalism
ARTICE: Keiretsu Capitalism
10
Brands In an International Context
Lecture and Discussion
Paper: Global Branding and Strategic CSR: an overview of three types of complexity (Polonsky and Jevons)
Paper: An experimental study of consumers' brand personality perception (Fetcherin, Toncar)
11
Communicating With a non-Domestic Target Audience
Lecture and Discussion
12
Risk Factors Associated With Marketing Across Barriers
Lecture and Discussion
13
Strategy and Tactics
Lecture and Discussion
14
Trends That Impact International Marketing
Lecture and Discussion
Paper: Global Branding and Strategic CSR: an overview of three types of complexity (Polonsky and Jevons)
Paper: [Environmental Marketing]
15
Course Review
[Include Comments on Banking Markets]
16
Preview of Final Exam and Clarity Discussion on Course