THE UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS BUSINESS ADMINISTRATION DEPARTMENT

THE UNIVERSITY OF MANITOBA
I.H. ASPER SCHOOL OF BUSINESS
BUSINESS ADMINISTRATION DEPARTMENT
INTERNATIONAL MARKETING
MKT 3300 A01
COURSE OUTLINE
Term:
Winter 2016
Time:
Tuesday, Thursday - 11:30 am to 12:45 pm.
Location:
Drake 138
Instructor:
David Kernaghan
Office:
Drake 357
Contacting the Instructor: Email: [email protected]
Office Hours: Tuesday, Thursday - 2:30 to 3:30 pm (or talk to me before/after class or e-mail
me and we can make a mutually convenient appointment).
TEXT:
Keegan, Green:
Global Marketing, Eighth Edition.
Pearson, 2015.
ISBN-13: 978-0-13-354500-5
COURSE OBJECTIVES:
1. To develop a general overview and understanding of marketing within an international
context.
2. To develop an appreciation of political, economic, social, and psychological influences
affecting international business transactions.
3. To apprise the student of techniques and strategies for competing in a global economy.
4. To inform the student of several theoretical paradigms which seek to explain trade
behaviour in an international business setting.
IMPORTANT: Effective September 1, 2013, the U of M will only use your university email
account for official communications, including messages from your instructors, department or
faculty, academic advisors, and other administrative offices. If you have not already been doing
so, please send all emails from your U of M email account. Remember to include your full name,
student number and faculty in all correspondence.
For more information visit: http://umanitoba.ca/registrar/e-mail_policy
Grade
Distribution
Letter Grade
A+
A
B+
B
C+
C
D
F
Percentage
GPA
90-100%
85-89%
80-84%
75-79%
70-74%
60-69%
50-59%
<50%
4.5
4.0
3.5
3.0
2.5
2.0
1.0
0
EVALUATION
Individual Paper
Mid-Term Test
Group Project: Paper
Group Project: Presentation
Participation
Final Exam
Total
10%
10%
20%
10%
20 %
30%
100%
ASSIGNMENT DESCRIPTIONS:
Individual Project --10%
Using the text, knowledge gained in prior courses, and specific material related to the business in
question, the student will develop a paper that discusses (but does not analyze) a business’s
recent international activities.
Specifically:
- From news or press announcements made within the last thirty days, students will select a
business that has been recently active with international activities.
- The student will research that company and describe their international activities with
specific reference to three theories/concepts discussed in this course.
- Rubric: scoring is based on a successful combination of: (i) grammar, proper use of
citations, overall consistency in format/presentation (25%), (ii) a paper that logically moves
from an introduction (executive summary), through a main body, to a local conclusion,
(30%), (iii) the accurate description and connection of three theories/concepts from this
course to the business’s activities (up to 45%).
The report will be prepared using ‘word’ processing software and will NOT exceed 5 pages (not
including cover page and reference page). Assignments must be submitted in 12-point Times
New Roman font (double-spaced) on white paper using black ink with one-inch (2.54 cm)
margins. A separate reference page listing ALL sources used must be included. Proper citation
of references (your choice of standards) must be used for all citations.
The response should be a concisely written summation of the most pertinent points relating to the
issue and a discussion of applicable marketing theories that either support or dispute the actions
taken by the company. Additional details will be provided in class.
The paper is due at the beginning of the class of the due date. Any assignment submitted
later than that time is subject to a reduction of two (2) full marks per day.
Mid-Term Test -- 10%:
The mid-term test is closed book, and will a combination of multiple-choice and short-answer
questions. The short-answer questions will require you to understand and explain your answers
using proper sentence and paragraph structures. ‘Bullet points’ are acceptable providing each
point also has a supporting statement.
Also:
• Students need to be prepared to show photo ID at the tests.
• Cell phones must be turned off during all tests.
• The use of electronic translators or dictionaries by students with English as a second
language is permitted but must be approved and checked by the instructor.
For any student who should miss this test for exceptional circumstances, the weight of the test
will be added to the final examination. Absence due to illness or other legitimate reasons will
require a medical certificate or other appropriate documentation. If you miss the test for nonlegitimate reasons, the missed grade will automatically be zero. There will be NO make-up
tests. The instructor must be advised within 7 working days of the examination date and receive
suitable documentation.
RE-GRADING POLICY
Requests for re-grading must be made in writing to the Instructor within one week of the return of
your paper.
The process is:
(i) send an email to the Instructor which identifies the section/question you wish rescored complete
with a detailed justification,
(ii) print out your email, attach it to the test and return both documents to the Instructor.
Please note the Instructor reserves the right to remark the entire test or assignment so your mark
may go up or down.
Group Project: Paper -- 20%
Groups will prepare the marketing portion of an International Business Plan for a real company.
Each group will be responsible for investigating the geographic region’s business opportunities
and designing a proposal plan which will be presented to the instructor (who plays the role of the
“Client”) for evaluation. The report is worth up to twenty marks.
At a minimum, the plan will include a profile of the region, a description of the industry, a
competitive analysis, market evaluation, a discussion of labour issues, a production plan and a
financial forecast. Groups will use this information to make a recommendation regarding the
potential benefits and drawbacks of expanding operations to the region.
The report will be prepared using word processing software and will NOT exceed 20 pages.
Assignments must be submitted in 12-point Times New Roman font (double-spaced) on white
paper using black ink with one-inch (2.54 cm) margins. A separate reference page listing ALL
sources used must be included. Proper citation of references (your choice of standards) must be
used for all citations.
The written report should be a well organized and concisely written document that integrates the
concepts of the course and accurately uses applicable terminology to explain and rationalize the
group’s business plan decisions.
Your score will be based on the overall project; not your individual input into the paper.
Group Project: Presentation --10%
Groups will prepare a presentation to promote their International Marketing plan to the instructor
(who plays the role of the business owner who hired you to evaluate this opportunity). The
presentation must include a PowerPoint presentation and will be 15-20 MINUTES. IN
ADDITION, ALL MEMBERS OF THE GROUP MUST BE ACTIVELY INVOLVED IN
THE PRESENTATION.
Students are encouraged to be creative in the manner in which their presentation is conducted.
However, the inclusion of any video clips from any source is not allowed. Finally, students are
to be attired in professional business clothing when making the presentation.
This score is based on your individual performance as a presenter; it is not based on the group’s
total performance.
Finally, this project is to provide as much exposure to a real life situation as is possible within a
classroom setting. Therefore, each member of the group is expected to be prepared to fulfill the
role of any group member who may be absent on the day of the presentation.
Participation
There are two components to the Participation Score: (i) Group Contribution, (ii) Class time.
Group Contribution (10%)
At the end of the course, each student will receive a confidential email from the Instructor which
will invite you to comment on the performance of each team member. Your performance as a
valuable team member is worth up to ten marks.
Class Time (10%)
In some classes, you will participate in case studies, short exercises, and group work (including
team evaluations during group presentations). The involvement of every student in these
activities is essential to the success of the activities and also to their value as learning tools.
Your involvement in these activities will reflect on your participation mark.
Class time is a critical component of learning course material. Attendance is not considered
optional; missing several classes will affect your overall participation grade. In addition, the
use of electronics in class that is not related to the course will also reflect on your
participation grade.
Final Exam (3 hours) -- 30%:
The final exam will be a 3-hour (180-minute) exam (designed to be completed in 150 minutes).
It will cover material taken from throughout the entire course. This exam will consist of
multiple-choice questions and/or short-answer questions, plus a case study.
Also:
• Students WILL BE REQUIRED to show photo ID at the final exam
• Cell phones must be turned off.
• The use of electronic translators or dictionaries by students with English as a second
language is permitted but must be approved and checked by the instructor.
• Students must be punctual. Those who enter the test room ten minutes later than the
starting time scheduled MAY NOT be allowed to write the tests/exam.
Classroom Expectations:
All the knowledge and information necessary for successful completion of this course with a
high mark does not come from any one of lectures, assigned readings, or suggested assignments
alone. They are all an integral part of the course. The readings form the “backbone” of your
course knowledge. The lectures are designed to amplify, clarify and in some instances
supplement the readings.
It is expected that students will read the chapter(s) of the textbook related to the particular class
prior to the class to facilitate discussions and any in-class activities.
Students are responsible for any course-related handouts, assignments or announcements made
in class, even if they are not present for the particular session in which the announcement is
made.
Students are expected to conduct themselves in a professional manner in this course. The following
behaviour in the classroom will definitely reflect in your participation mark:
• Being late for class on a regular basis
• Sleeping in class or reading materials that are not part of this course
• Cell phone usage or surfing the Web or sending email
• Using a laptop for uses other than reviewing course-related PowerPoints
• Constantly chatting with other students or being loud and/or disruptive
Course Webpage: I will use the course website to post course slides.
Late Assignments: I will not grant extensions or accept late assignments. I will consider
extenuating medical circumstances accompanied by a medical form.
Recording and video-­‐records of classes
The instructor(s) and/or the University hold copyright over the course materials, presentations
and lectures which form part of this course. No audio or video recording of lectures or
presentations is allowed without permission. Course materials (both paper and digital) are for the
student’s private study and research, and are not to be reproduced, distributed, or posted online
without permission. If you have a disability and require audio or video recordings, or materials in
alternative formats, please make arrangements through Student Accessibility Services.
Attendance Policy
• Attendance will be taken on a random basis.
• Excused absences for valid reasons (medical, travel for an approved academic event or a
family emergency) require supporting documentation.
• Experiences in previous courses has found that those students who misses classes
typically have the lowest final scores.
• Students arriving late in class or leaving early (without my prior approval) will be
considered absent for that class.
• Marking attendance for a friend who is absent is Academic Dishonesty and will be dealt
with severely, often resulting in an F grade and possible debarment from the Asper
School for both people concerned.
Business Discipline
An important part of business education is learning business etiquette. Therefore, we will follow
some simple rules as if you were in a business setting.
• Turn off your cellphone. Absolutely no texting. Ignoring this simple request has serious
consequences on your participation score.
• Don’t walk in and out when the class is in progress; unless it is something that you and I
would deem as an emergency.
• Browsing the Internet or checking your e-mail while your boos is giving you a
presentation is the fastest way to end your career. (I realize that course-related
Powerpoint sides are not very entertaining. Therefore, if I notice you staring at your
screen with a big smile, you can assume that you are not looking at course-related
material. I will then give you the same level of respect that you are giving me).
• Rarely are silent people successful in business. Therefore, class participation is highly
encouraged to develop your ability to speak in public and contribute to a business
meeting.
Unclaimed Assignments: Pursuant to the FIPPA Review Committee’s approved
recommendations as of August 15, 2007, all unclaimed student assignments will become the
property of the faculty and will be subject to destruction six months after the completion of any
given academic term.
Religious Holidays: The University of Manitoba acknowledges the right of all students to
observe recognized holy days of their faith. Please inform me as soon as possible of your
intended absence(s).
Special Learning Needs: Students with special learning needs (who, for legitimate reasons,
require extra time to write the exam, or who require aids or other supports) should advise me of
this (with accompanying documentation from disability services) during the first week of the
course in order to organize suitable accommodation and assessment arrangements.
Tentative Course Outline and Schedule
Schedule is subject to change at the option of the instructor.
Please note that it is possible that all topics listed on the outline may not be covered.
Week
Coverage
Jan 5 & 7
Chapter 1
Chapter 2
Lecture / discussion topic
Introduction to Course
Introduction to Global Marketing
The Global Economic Environment
Individual Paper assigned
Jan 12 & 14
Chapter 3
Chapter 4
Jan 19 & 21
Chapter 5
The Political, Legal and Regulatory Environments
Case Study Details to be provided in class.
Jan 26 & 28
Chapter 6
Chapter 7
The Global Trade Environment
The Social and Cultural Environment
Global Information Systems and Market Research
Segmentation, Targeting and Positioning.
Individual Paper due on the 28th.
Feb 2 & 4
Chapter 8
Importing, Exporting and Sourcing.
Case Study Details to be provided in class.
Feb 9
Chapter 9
Feb 11
Mid-Term
Chapters 1 – 9
Test
Market Entry Strategies.
NO CLASSES
Feb 16 & 18
Feb 23 & 25
Chapter 10
Chapter 11
Brand and Product Decisions
Pricing Decisions
March 1 & 3
Chapter 12 Global Marketing Channels and Distribution.
Case Study Details to be provided in class.
March 8 & 10
Chapter 13
Global Marketing Communications - Advertising
March 15 & 17
Chapter 14
Chapter 15
Global Marketing Communications – Sales
Digital Revolution
March 22 & 24
Chapter 16 The Competitive Advantage.
Case Study Details to be provided in class. Group papers due 24th.
March 29 & 31
Group Presentations
April 5
Group Presentations
April 7
Course Review - Closing Comments
Final Exam Date to be arranged.
Academic Integrity
It is critical to the reputation of the I.H. Asper School of Business and of our degrees that everyone
associated with our faculty behave with the highest academic integrity. As the faculty that helps create
business and government leaders, we have a special obligation to ensure that our ethical standards are
beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of
Manitoba General Calendar addresses the issue of academic dishonesty under the heading "Plagiarism and
Cheating". Specifically, acts of academic dishonesty include, but are not limited to:
-
using the exact words of a published or unpublished author without quotation marks and without
referencing the source of these words
-
duplicating a table, graph or diagram, in whole or in part, without referencing the source
-
paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another
person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation)
without referencing the source
-
copying the answers of another student in any test, examination, or take-home assignment
-
providing answers to another student in any test, examination, or take-home assignment
-
taking any unauthorized materials into an examination or term test (crib notes)
-
impersonating another student or allowing another person to impersonate oneself for the purpose of
submitting academic work or writing any test or examination
-
stealing or mutilating library materials
-
accessing tests prior to the time and date of the sitting
-
changing name or answer(s) on a test after that test has been graded and returned
-
submitting the same paper or portions thereof for more than one assignment, without discussions with
the instructors involved.
Group Projects and Group Work
Students should be aware that group projects are subject to the same rules regarding academic dishonesty.
Because of the unique nature of group projects, all group members should exercise special care to insure
that the group project does not violate the policy on Academic Integrity. Should a violation occur, group
members are jointly accountable unless the violation can be attributed to a specific individual(s).
Some courses, while not requiring group projects, encourage students to work together in groups (or at least
do not prohibit it) before submitting individual assignments. Students are encouraged to discuss this issue
as it relates to academic integrity with their instructor to avoid violating this policy.
In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's
office in order to ensure consistency of treatment.
AACSB Assurance of Learning Goals and Objectives.
The Asper School of Business is proudly accredited by
AACSB. Accreditation requires a process of continuous
improvement of the School and our students.
Part of
“student improvement” is ensuring that students graduate
with the knowledge and skills they need to succeed in
their careers. To do so, the Asper School has set the
learning goals and objectives listed below for the
Undergraduate
Program.
The
checked
goal(s)
and
objective(s) will be addressed in this course and done so
by means of the items listed next to the checkmark.
Goals and Objective in the
Undergraduate Program
1
2
Quantitative Reasoning
A. Determine which quantitative analysis technique
is appropriate for solving a specific problem.
B. Use the appropriate quantitative method in a
technically correct way to solve a business
problem.
C. Analyze quantitative output and arrive at a
conclusion.
Written Communication
A. Use correct English grammar and mechanics in
their written work.
B. Communicate in a coherent and logical manner
C. Present ideas in a clear and organized fashion.
3
Course
Item(s)
Relevant to
these Goals
and
Objectives
ü
Chapters 7, 8,
11.
ü
Quantitative
analysis in
case
assignments
Analysis and
selection of
alternative in
case studies
ü
ü
Written case
assignments
ü
Written case
assignments
Written case
assignments
ü
Ethical Thinking
A.
Identify ethical issues in a problem or case situation
ü
B.
Identify the stakeholders in the situation.
ü
C.
Analyze the consequences of alternatives from an ethical
standpoint.
Discuss the ethical implications of the decision.
ü
D.
4
Goals and
Objectives
Addressed
in this
Course
Core Business Knowledge
ü
ü
In-class case
studies
In-class case
studies
In-class case
studies
In-class case
studies
Entire course
Undergraduate Subject Pool Program 2016
Undergraduate Bonus Credit Research Participation Program
All students in MKT 3300 have the opportunity to participate in two research studies during the
term for bonus credit. These research studies will involve participating in marketing experiments,
completing a questionnaire, and/or a computer simulation completed online.
Participation in each research study earns you a 1% bonus on top of your course grade to a
maximum of 2% per course. Please note that you will not get extra credit if you participate
more than once in the same study.
Benefits of the Program:
This program is designed to give students a glimpse into how marketing theory is developed by
participating in marketing research studies. This program will help students understand how such
research is conducted here at the Asper School of Business.
Through participation in academic research studies, students also increase the value of their
degrees. Reputations of universities are based to a large extent on the quality of the research
conducted by their faculty. By participating in these studies, you are helping your professors
publish in scholarly journals, consequently improving the reputation of the university from
which you earned your degree.
Procedure:
You will be notified via email prior to each study so that you may participate online. Each study
will last a maximum of 20 minutes. At the end of each study, you can decide to which class to
assign the credit by typing in your name, student number and course/instructor through a redirect link (in order to make sure your responses to all questions will remain completely
confidential). Please also take a screen shot of the page where you chose which class to assign
the credit to for your records. Also we would like you to know that all studies that we ask you to
participate in are approved by either the Psychology/Sociology or Joint Research Ethics Board,
University of Manitoba. If you have any questions, please feel free to contact the subject pool
administrator at [email protected]
At the end of each study session, you will be debriefed, i.e., you will be informed as to what was
being studied in each study. This debriefing will allow you to see how marketing theory is
developed through academic research.
Alternative Assignment:
In the case of a student not wishing to participate in a research study, the following option is
offered as an alternative assignment for bonus credit. This alternative assignment is designed to
take approximately 20-30 minutes of time, the same time that would be spent if you were
participating in the research program.
Students are to find one research report in the Journal of Consumer Psychology and will be
required to read the article and submit a short one page summary of the main findings to
[email protected] by the end of the particular study period a student chooses not to
participate in (i.e. if the study period is from Nov 1 – 15, this is the period in which the
alternative assignment has to be done and submitted). Credit will be given to the student as if
they participated in the research study.
Any questions about the assignment or suggestions for articles should be directed to
[email protected].