Course Description

Course Name

International Marketing

Session: VSJW1120

Hours & Credits

48 Contact Hours

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course name: International Marketing
Course code: MKTG 3010
Total contact hours: 48 hours

This course is designed to give the student an understanding of international marketing in terms of both the challenges and opportunities. The course assumes that students are familiar with basic marketing terms and have a basic to mid understanding of marketing concepts. The course will examine the concepts related to international marketing, while students analyze case studies and propose ideas through assignments to attain the objectives of the course.

A. General Objectives
1. Recognize the characteristics of international marketing.
2. Identify opportunities and challenges of international marketing.
3. Develop examples of international marketing strategies.
4. Recognize the impact of marketing a product internationally.
5. Establish the socio-economic impact that countries can have on an international marketing strategy.

1. Lectures on each topic followed by in-class discussions.
2. Presentation by individual students of specific topics that he/she will do research on to enlarge his/her knowledge of it. The individual presentation can be a case application.
3. Case studies assigned to groups of students to be solved at home and presented in class for discussion with the rest of the students.
4. Each student will write a term paper on a specific topic of his / her choice.
5. It will be of extreme importance that the student read each new topic before
the respective lecture and discussion so that active class participation can
be accomplished.
6. Reading and discussion of articles and books other than the textbook will be
recommended to the students and done in class whenever possible.
Week 0 Activities ? Welcome
? Welcome students
? Syllabus analysis
? Important dates
Week 1 Activities ? Introduction to International Marketing
? Marketing (concept)
? Sales, advertising (concepts)
? Local versus international marketing
Week 2 Activities ? Introduction to International Marketing
? Export companies
? Multinational companies
? Global companies
Week 3 Activities ? Overview of World Business
? Challenges and opportunities
? International commerce
? Economic cooperation
Week 4 Activities ? Overview of World Business
? Geography 101
? Regional and country advantages
Week 5 Activities ? International Marketing Strategy
? Market research
? Research sources
? International Marketing Strategy
Week 6 Activities ? International Marketing Strategy
? Exports
? Take-overs
? Partnerships
Week 7 Activities ? International Marketing Strategy
? Fair Trade
? Competitive Analysis
Week 8 Activities ? Political and Legal Concerns
? East and West
? North and South
? Product adoption and adaptation Week 9 Activities ? Political and Legal Concerns
? Packaging issues
? Brand Protection Week 10 Activities ? Financial Concerns
? The Big Mac Index
? Trade Finance
? Foreign Exchange Week 11 Activities ? Final Project Presentations

Class participation (including attendance) 20%
Case studies 30%
Individual presentations 30%
Final Project 20%
Total 100%

Class participation. The student is expected to participate actively in class with comments, questions, answers to questions, group discussions, etc. Needless to say, presence in class is a fundamental prerequisite to get the full 10 points of class participation.
Final project. The student will draft an international marketing strategy for a fictitious company. The project has to be presented in writing in no more than 10, but not less than 5, pages, double-spaced. Due date is week 11.
Audience. This course is structured for International Students attending the Study Abroad program at Universidad Veritas. However, courses are not exclusive to foreigners so a few native student could enroll in this course.
Attendance. Students are only allowed 2 absences (justified or not). The student will fail the course if he/she has more than 2 absences. Students will have a 0 on any assignment evaluated in class (presentations, evaluations, field trips, etc.) if he/she is absent in this class, unless an official document is presented to justify the absence the class after the absence. In this case the assignment will be done this day. An unjustified absence to a fieldtrip will immediately mean failing the course. You can only have two total absences in your elective courses HOWEVER, if you miss more than one day of class in a given month, YOU WILL NOT RECEIVE CREDIT for that particular course.
Behavior Code. Professors have the right to expel a student from the classroom should he / she be:
? Disruptive in the classroom.
? Under the influence of alcohol or even smell like alcohol.
? Or behave in a disrespectful way.

If you tend to be late for class, you will lose 25% of your total grade.
Electronic devices:
The use of cell phones, smart phones, or other mobile communication devices is disruptive, and is therefore prohibited during class. Please turn all devices OFF and put them away when class begins. Devices may be used ONLY when the professor assigns a specific activity and allows the use of devices for internet search or recording. Those who fail to comply with the rule must leave the classroom for the remainder of the class period.

? International marketing: strategy and theory By Sak Onkvisit, John J. Shaw
Reference books:
? Michael R. Czinkota y IIkka A. Ronkainen (2007). International Marketing, 8va edition, Thomson South-Western.
? International Marketing: Text And Cases By Justin Paul
? International Marketing By Kumar, N.
? International marketing: strategy planning, market entry & implementation By Roger Bennett, Jim Blythe
This course is structured for International Students attending the Study Abroad program at Universidad Veritas. However, courses are not exclusive to foreigners so a few native student could enroll in this course.

*Course content subject to change