COURSE SYLLABUS

Course Name
Course Number
Course Section
Term
Room
Instructor
Email

: INTERNATIONAL MARKETING
: MK775
: 144
: Winter 2015
: Online
: Jorge J. Zavala, Ph.D.
: jzavalavinces@monroecollege.edu

COURSE DESCRIPTION:
The International Marketing course is intended to help students understand the complexities of
marketing products and services in the international market environment. This course utilizes an
analytical approach to analyze complex business problems concerning the dynamics of
implementing marketing management approaches into the framework of the global marketplace.
Emphasis will be on applying a multi-disciplinary framework to help students understand the
challenges that confront strategic marketing planners when evaluating economic, financial,
political, regulatory, social-cultural, and technological issues when they are involved in
international-market strategic planning and strategic implementation. To develop this
understanding in students, analyses of international marketing strategies will be sourced from
real-world case studies. Students will acquire an understanding of and experience in applying
some of the various market analysis approaches that are employed in multi-national
organizations, including forecasting, trend analysis, country data sets, and more and prepare
written reports and oral presentations about their observations and recommendations.
PREREQUISITES:
MG660 Strategic Marketing.

LEARNING OBJECTIVES:
Upon completion of this course, the student will be able to:
1. Identify the importance of world trade and understand all trade organizations (including
regional trading blocs) that are relevant to international trade. Also, identify all sources of
information about nations (including government publications, WTO reports, etc.) that
are used by managers when making strategic international marketing management
decisions. (Assessed by: Assignments 1 and 2).
2. Understand the impact of the cultural, economic, political, and legal dimensions on the
selection of an international market when making strategic international marketing
management decisions. (Assessed by: Assignments 3, 4, and 5).
3. Understand and examine the ethical challenges and opportunities in the international
marketing decision-making processes. (Assessed by: Ethics Paper).

MK775-144 International Marketing Fall2015 Online Syllabus

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4. Identify the environments new opportunities and threats, obtain and interpret accurate
and actionable information about consumers and competition, through the design and
implementation of an international marketing research process. (Assessed by:
Assignment 8).
5. Exhibit awareness of available strategies used to enter a specific international market.
(Assessed by: Assignment 9).
6. Identify the right marketing mix (product, price, channels, and communication) to
succeed in the selected international market to provide the best results for the firm.
(Assessed by: Assignments 10, 11, 12, and 13).
7. Integrate all course concepts into writing a plan to take a domestic firm abroad. Students
should show mastery in assessing a countrys market environment, selection of the
optimal entry strategies, and the development of the right marketing mix strategies being
used in that international market. (Assessed by: International Marketing Plan).

REQUIRED TEXTBOOK:
Czinkota, M. and Ronkainen, I. (2013). International Marketing, 10/E, South-Western, Cengage
Learning, Mason, OH. ISBN13: 978-1-133-62751-7, ISBN10: 1-133-62751-X.

ASSESSMENT STRATEGY:
Students final grade will be the result of the weighted average of the grading elements depicted
in the table below.

GRADING ELEMENT

Participation

10

Assignments

30

Discussion Forums

25

Ethics Paper

10

International Marketing Plan

25

Total

MK775-144 International Marketing Fall2015 Online Syllabus

Explanation / Due Date

Students are supposed to actively
participate in class discussions (through
Blackboard Collaborate), submit
assignments, and participate in any
scheduled mandatory live sessions.
These are the weekly assignments that
cover course topics. These need to be
developed by students and submitted on or
before the due dates and times specified by
the instructor.
These are due every week. Students need
to post at least one direct comment to the
topic of the week, and reply to at least two
of their classmates posts.
In order to stress the importance of ethics
as part of the competencies that needs to
be developed by MBA students, this
assignment requires an essay on an ethics
related article to be announced by the
instructor.
This is an integrative assignment that
encompasses most of the course topics in
an individual document that needs to be
submitted in the last week of the course.

100%

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Final Grade
While the grading for each grading element will be done using a numerical scale from 0
to 100, the resulting final grade will be converted into the letter grading system using the
following equivalence table:
Numeric Grade

Letter System Equivalent

90-100
85-89
80-84
75-79
70-74
Less than 70

A
B+
B
C+
C
F

Description of Grading Elements

Participation: Students are supposed to master specific concepts of the course. To
make sure they accomplish that objective, quizzes
might be administered
throughout the course. In addition to that, students will be graded in their level of
participation throughout the course: in discussion forums, in mandatory chats,
through the number of on-time submission of assignments, and by the number of
absences.
Assignments: for every week there is an assignment to be prepared individually by
students. The student is required to analyze, diagnose the problem, and propose
alternative solution strategies in order to solve the problem. The student must use
the theories and concepts reviewed in the course that are related to the problem.
The students should turn-in a paper with their thought process and conclusions.
During the class discussion of the cases, students should come prepared to present
their solution and/or discuss other students points of view. When applicable (the
assignment being a case study) these papers should follow the instructions in
Appendix 1.
Discussion Forums: students are supposed to post a direct comment to the Topic of
the Week through a Discussion Forum in Angel by mid-week, and to reply to at least
two of their classmates posting by the end of the week.
Ethics Paper: In order to stress the importance of ethics as part of the areas that
need to be covered by an MBA student, this assignment requires an essay on the
topic. The topic will be announced by the instructor (a current event embedded in
ethical behavior) and is due on Week 10.
International Market Plan (IMP): Students will be required to develop a marketing
plan to approach an international market. The product and market will be selected by
the student. The essay should integrate all the course elements and should follow
the structure suggested in Appendix 2. A draft of the document should be submitted
on Week 10 and the final version on Week 14.

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CLASS DATES, TOPIC, AND ASSIGNMENTS SCHEDULE

Week
#

Dates

1/5-1/11

Main Topic

Global
Environmental
Drivers

Sub-topics

International Marketing Definition

The Importance of World Trade
Opportunities and Challenges of
International Marketing
The Goals of this course

Reading(s) & Assignment(s) Due

Reading(s):
Course Syllabus.
Czinkota
and
Ronkainen,
International Marketing, Chapter
1 (pp. 3-19).
Czinkota
and
Ronkainen,
International Marketing, Chapter
1 Appendix A (pp. 21-24).
Mandatory Live Session #1: overview
of the course on Sunday, January 11,
2015 from 7 to 8pm (through
Blackboard Collaborate).

1/12-1/18

International
Trade
Frameworks
and Policy

The Historical Dimension

Transnational Institutions
Affecting World Trade
Trade Positions Compared
The Impact of Trade and
Investment
Policy Responses to Trade
Problems
A Strategic Outlook for Trade
and Investment Policies

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 2
(pp. 32-55).

Culture Defined
The Elements of Culture
Cultural Analysis
The Training Challenge
Making Culture Work for
Marketing Success

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 3
(pp. 58-88).

Market Characteristics
Impact of Economic Environment
on Social Development
Regional Economic Integration
Emerging Markets
Developing Markets

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 4
(pp. 91-127).

1/19-1/25

1/26-2/1

The Role of
Culture

The Economic
Environment

MK775-144 International Marketing Fall2015 Online Syllabus

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Week
#

Dates

Main Topic

Sub-topics

2/2-2/8

The Political
and Legal
Environment

Home Country Political and

Legal Environment
Host Country Political and Legal
Environment
The International Environment
Ethical Issues

Reading(s) & Assignment(s) Due

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 5
(pp. 131-164).
Case Study: Czinkota and
Ronkainen, International Marketing,
African Producers in the Cut Flower
and Foliage Trade Case Study (pp.
171-176).

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 7
(pp. 206-231).

2/9-2/15

Strategic
Planning

2/16-2/22

Analyzing
People and
Markets

2/23-3/1

Market Entry
and Expansion

3/2-3/8

Marketing
Organization,
Implementation,
and Control

MK775-144 International Marketing Fall2015 Online Syllabus

Global Marketing
Globalization Drivers
The Strategic Planning Process
The Local Company in the
Global Environment

International and domestic

research
Recognizing the Need for
Research
The Benefits of Research
Determining Research
Objectives
Determining Secondary
Information Requirements
The Primary Research Process
The International Information
System

Ethics Paper: to be determined by the

instructor. Instructions will be posted
in Blackboard.
Mandatory Live Session #2: overview
of the International Marketing Plan
(course project) on Sunday, February
15, 2015 from 7 to 8pm (through
Blackboard Collaborate).

Reading(s): Czinkota and Ronkainen

(2013), International Marketing,
Chapter 8 (pp. 235-266).
Case Study: Czinkota and Ronkainen
(2010), International Marketing,
Starting an Import/Export Business
Case (pp. 302-305). Note: this case will
be uploaded by the professor for your
convenience.

Stimuli to Internationalize
Change Agents
Going International
Licensing and Franchising
Foreign Direct Investment

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 9
(pp. 279-304).

Organizational Structure
Implementation
Control

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 10
(pp. 308-336).

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Week
#

10

11

Dates

3/9-3/15

3/16-3/22

Main Topic

Product
Management
and Global
Brands

Pricing
Strategies and
Tactics

Sub-topics

Product Variables
The Market Environment
Product Characteristics
Company Considerations
Global Product Development

Price Dynamics
The Setting of Export Pricing
Terms of Sale
Terms of Payment
Getting Paid for Exports
Managing Foreign Exchange
Risk
Sources of Export Financing
Price Negotiations
Leasing
Countertrade

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 14
(pp. 458-492).

The Marketing Communication

Process
Planning Promotional
Campaigns
Other Promotional Elements

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 13
(pp. 422-454).

12

3/23-3/29

13

3/30-4/5

Global
Distribution and
Logistics

14

4/6-4/12

Course Project

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 11
(pp. 355-390).

Advertising,
Promotion, and
Sales

Reading(s) & Assignment(s) Due

Channel Structure
Channel Design
Channel Management
E-Commerce
International Logistics
Management of International
Logistics

International Marketing Plan (IMP):

submission of Draft.
Mandatory Live Session #3: feedback
to the students IMP draft on Sunday,
March 15, 2015 from 7 to 8pm
(through Blackboard Collaborate).

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 15
(pp. 496-529).
Case Study: Czinkota and
Ronkainen, International Marketing,
Toyota Incident Case Study (pp.
535-539).
Course Project: submission of
International Marketing Plan final
document.

This syllabus is subject to change at the discretion of the instructor.

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CLASSROOM POLICIES AND GUIDELINES

The King Graduate School (KGS) at Monroe College is committed to providing an
environment that is conducive to learning and welcoming of all students. We ask that you be
mindful of the Colleges Code of Academic and Scholarly Integrity and the Guidelines for
Exemplary Practice which outlines our expectations for professional decorum.
STATEMENT OF ACADEMIC INTEGRITY:
The King Graduate School of Business at Monroe College is committed to the highest standards
of intellectual honesty and academic integrity. Students in this department are expected to
uphold these standards. Academic dishonesty takes many forms, including but not limited to:
cheating, plagiarism (to steal or pass as ones own the ideas or words of another without
crediting the source); any fraudulent act designed to gain academic grades, credit or any form of
recognition not properly earned; multiple submissions of the same work for credit in more than
one course; as well as misconduct during internships. These forms of academic dishonesty are
violations of section 213B of the New York State Education Law and carry harsh penalties
including the possibility of failure and dismissal.
PLAGIARISM AND ACADEMIC HONESTY POLICY
Plagiarism is the practice of claiming or implying original authorship of (or incorporating material
from) someone else's written or creative work, in whole or in part, into one's own without
adequate acknowledgement. Plagiarism also includes:
Copying from another student
Failure to include your own (original) discussion and/or commentary with written or
creative work from someone else even though you acknowledge the source(s).
If a student has committed plagiarism, s(he) will be assigned a grade of zero (or F) on the first
such incident/assignment during the semester, and will be placed on probation, with written
confirmation from the Dean. If a student commits plagiarism a second time, s(he) will
immediately be assigned a final semester grade of F for the course. Multiple occurrences of
plagiarism may result in dismissal from the King Graduate School. If a student has been found
to cheat on an exam, the student may be immediately dismissed from the King Graduate
School. During the semester, students will be required to submit one or more written
assignments to an Electronic drop box called Turnitin to allow instructors to evaluate possible
violations of the plagiarism policy. Turnitin software is located in the colleges Angel course
management system. If a student is found to have committed plagiarism, the course instructor
will provide documentation substantiating the plagiarism and will review this document with the
student.
PROPER CONDUCT OF STUDENTS IN AN INTERNET CLASS:
Students will observe proper conduct following the rules specified by Monroe College. Please
observe courtesy and avoid the use of inflammatory language. Be respectful of the rights of
others who you share space with in the Internet. Be mindful of the privacy of others and do not
send unsolicited messages. Any use of inflammatory and disrespectful language and placement
or inclusion of topics or discussions which do not belong with the course topic will be deleted.
Any inappropriate conduct by students either to the instructor, classmates and staff will be

MK775-144 International Marketing Fall2015 Online Syllabus

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subject under the same rules and conditions imposed by the college to all Monroe College
students.
ATTENDANCE:
Students are expected to logon at least three times per week to complete their assignments,
their discussion forums and address their classmates responses. Please keep in mind that
assignments and discussion forums are 50% of the course grade. Students are suggested not
to miss any assignments or discussion forums as it will critically lower their course grade. Late
work will not be accepted as this is an online course. The drop box must be used for all
assignments completed within the current week. Weekly attendance will be recorded via the
submission of or participation in ANY of the following: due assignments, postings and replies in
the discussion forum and, participation in the live session/office hours scheduled for the week.
The discussion forum questions are not only to be addressed individually, but also discussed
between each student to promote understanding of course material.
MONROE COLLEGE DISABILITY SUPPORT SERVICES:
Monroe College is fully accessible to the disabled and admits those students whose credentials
demonstrate that they have the motivation and capabilities to pursue successfully their
academic goals at the college. Any student with a disability who needs accommodation for
examinations or audio/video notes capabilities should inform the instructor at the beginning of
the course. If you, as a student with a disability, have difficulty accessing any part of the online
course material for this class, please notify the instructor immediately. Students with disabilities
are encouraged to contact Disabled Students Coordinators Doris Weingrad
dweingrad@monroecollege.edu
(Bronx
Campus)
or
Saadia
Del-Llano
sdelllano@monroecollege.edu (New Rochelle Campus) for further assistance.

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APPENDIX 1
Case Study Reports Format

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The format for all case study reports is detailed below. In the elaboration of each of these
sections, the student should include concepts from the chapter covered in the course.
I.

Introduction
Brief history of the company
Company situational analysis
Financial/Marketing relevant data

II.

Main Body of the Paper

Answers to case study question.
Statement of Marketing Problem(s): is it a targeting, positioning, marketing mix,
problem? Why you think so?
Identification of strategic marketing alternatives available based on your current
knowledge of the concepts from the course. Explain logic and feasibility, and give
advantages and disadvantages.
Recommended strategic alternative and financial impact expected.
Implementation plan (activity plan) recommended for the company (including
challenges and issues).
Evaluation and control plan suggested

III.

Conclusion
Brief Summary of problem and solution and financial impact.
References
Appendices (optional)

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APPENDIX 2
INTERNATIONAL MARKETING PLAN
INSTRUCTIONS

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MK775 INTERNATIONAL MARKETING PLAN

SUBMISSION INSTRUCTIONS

Objective: The objective of the International Marketing Plan (IMP) would be for students to
outline the launch of a product/service in an international market plan. For this matter, students
could either use an ongoing companys products/services (from a company currently operating
in a domestic market, the US for example) that are going to be taken to an international market
(Canada for example). The idea would be to analyze the proposed international market/country
and be able to develop an adequate marketing mix (along with the rest of the international
marketing plan components) that suits that international market/country in order to make this
venture a successful one.
Submission Requirements: Students are required to submit a draft and a final paper.
Draft 1 should include a discussion of the Product/Service offering, Situation Analysis
and Competition on the international market (country) selected.
FINAL PAPER: A 15-20 page paper (not including the appendix with charts and
worksheets, and reference pages) detailing the marketing plan for the product/service
you have selected to introduce in the international market (country) that you think have
the highest chances to succeed. The final paper should include each of the sections
listed below. This paper should be submitted by the 14th week of the semester (or as
stipulated by the course syllabus).
THE FOLLOWING SECTIONS SHOULD BE INCLUDED IN YOUR FINAL INTERNATIONAL
MARKETING PLAN

Section Section Content

#
I
II
III

IV
V
VI

Executive Summary
Situational Analysis (current domestic history if an ongoing
company)
Market Analysis (international market/country)
. Market Demographics
. Market Needs
. Market Trends
. Market Growth
The Competition (international market/country)
Product/Service Offering (for the international market/country)
Marketing Strategy (for the international market/country)
. Marketing & Financial Objectives
. Target Market
. Positioning
. Strategies
. Marketing Mix

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Section Section Content

#
VII

Financials (for the international market/country)

. Sales Forecast
. Expenses Forecast
. Marketing contribution
Appendices (optional)

Notes:

FINAL PAPER including the appendix with charts and worksheets, and reference
pages) should be submitted by the 14th week of the semester.

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