Summary: Syllabus: Summer Session

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Harvard University
2013 Syllabus – Summer Session

|MGMT S-6040 |Nicholas Nugent, Ph.D. |
|International Marketing |Office Hours: before/after class |
|Mon-Wed: 3:15 to 6:15 PM |& by appointment |
| |Phone: [phone] |
| |E-mail: [e-mail] |
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| |Instructional Team: |
| |Nicholas Nugent, Jr., Ph.D.
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| |Phone: [phone] |
| |E-mail: [e-mail] |
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| |Margaret Nugent
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| |Phone: [phone] |
| |E-mail: [e-mail] |
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Course Description:

This course involves the study of the issues involved in identifying, and developing, relationships with international markets. The course analyzes the marketing that occurs across national boundaries. Never before in the history of this country has international marketing been so critically important.

Textbooks & Required Reading:

1. Global Marketing, Keegan and Green, Pearson Publishers, 7th edition.

2. Regular reading of the Wall Street Journal.

Course Objectives:

Upon satisfactory completion of this course competency, a student should have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products ion foreign countries.
This includes American companies marketing elsewhere as well as foreign firms marketing their products here in the USA.

The course will be conducted through lectures, discussion, and case analysis.
|Session |Date |Topics, Readings, & Assignments |
|1 |6/24 |Introduction to international marketing. |
| | |Scope & Challenge, “Do it” |
| | |Keegan: Chapter 1 |
|2 |6/26 |The International Mktg. Environment
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| | |Case Study: Internationalizing the Sweatshop |
| | |Case Study: When International Buyers and Sellers Disagree |
| | |Keegan:: Chapter 2-3-4 |
|3 |7/01 | Int’l Political Environments |
| | |Keegan: Chapter 6 |
| | |Case Study: Marketing to the Bottom of the Pyramid |
|4 |7/03 |Market Groups/ Developing Markets |
| | |Keegan: Chapters 9 & 10 |
| | |Case Study: Dove |
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|5 |7/08 |Strategy Alternatives & Expansion |
| | |Case Study: The Smart in North America |
| | |Keegan: Chapter 11 |
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| | |Review for Midterm (Project Topics Due: 1 slide 2 minutes) |
|6 |7/10 |Global Advertising |
| | |Review for Midterm |
|7 |7/15 |Mid-term Exam |
|8 |7/17 |Foreign Exchange/Market Research |
| | |Keegan: Chapter 8 |
| | |Global sourcing - Tradeport |
| | |Keegan: Chapter 15 |
| | |Webquest: Find Me Some Bikes |
| | |Case Study: A Job in Rio |
|9 |7/22 |Global Advertising/Promotion |
| | |Keegan: Chapters 16 & 17 |
| | |Case Study: Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries |
| | |(4-7) |
|10 |7/24 |Export Mechanics/Counter trade |
| | |TBA |
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|11 |7/29 |Project Presentations and discussion. (All Project Reports Due Today.) |
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|12 |7/31 |Project Presentations and discussion. |
| | |Review |
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|13 |8/05 |Final Exam Week Exact time will be announced in class |
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Course Requirements:

• Students are expected to read the textbook and supporting materials and to come to class prepared to discuss this material, together with any fresh developments reported in the media. • There will be an exam at mid-term and a final exam. The midterm will consist of a mix of multiple choice and true-false questions. The final exam will be essay questions. • The same Project Group will also prepare an international marketing project proposal (the Project) which will run for the duration of the course and which will have the following deliverables: (i) A presentation to the Class, and (ii) A written report. (See Details Below).

Grading:

|Class Discussion and Participation |15% |
|Mid-term Exam |25% |
|Project Presentation |15% |
|Project Report |15% |
|Final Exam |30% |

The Project:

The project is a marketing proposal for a new, or an existing product or service, to be marketed in a new country. The Project Group will present to the class, and seek their approval to proceed. We will discuss particulars in class. The proposal apply the lessons learned in this course and seek to demonstrate the profit potential of the new product/service opportunity and the problems that need to be overcome in order to achieve success. Final project topics are due by July 8.

The proposal will address each of the following issues: market potential for your product in the national market you are proposing to enter together with a sales forecast for the first 5 years, product sourcing, competition, barriers to entry, political environment, favorable attributes of the country for the product/business, problems anticipated after entry.

The class presentation should last about 10 minutes, using visual aids to bring out the main findings of the project It will cover all the issues listed above.

The written report should not exceed 15 pages of double-spaced typescript, excluding tables, charts and references. This report will be handed in prior to the presentations on July 29.