MRK-3102 : International Marketing

NRC80931
Automne 2012
Crdit(s):3 This course introduces students to the internal and external factors (cultural, financial, legal, other) which influence foreign market entry decisions, to frameworks for foreign market analysis, and for the identification of appropriate foreign market strategies. This knowledge will enable the student to understand the advantages and disadvantages of expansion into foreign markets and to participate in the development of international marketing strategies and plans.
Plage horaire:
Cours en classe Mardi 12h30 15h20 PAP-3313 Du 4 sept. 2012 au 14 dc. 2012

Il se peut que l'horaire du cours ait t modifi depuis la dernire synchronisation avec Capsule.Vrifier l'horaire dans Capsule Site de cours:https://www.portaildescours.ulaval.ca/ena/site/accueil?idSite=25650

Office Numbers and Schedules

Donald Bliveau professor Pavillon Palasis-Prince, Office 2431 Donald.Beliveau@mrk.ulaval.ca 418-656-2131poste7054 418-656-2624
Disponibilits:

Appointment upon request. Nancy Haskell Professor Pavillon Palasis-Prince, Office 2421 Nancy.Haskell@mrk.ulaval.ca 418-656-2131poste3042 418-656-2624
Disponibilits:

Appointment upon request Soutien technique : Comptoir d'aide APTI (FSA) Palasis Prince, Local 2215-B http://www.fsa.ulaval.ca/azimut caa@fsa.ulaval.ca 418-656-2131poste 6258

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Sommaire
Course Description ......................................................................................................................................................................... 3 Prerequisite course ................................................................................................................................................................... 3 Introduction ............................................................................................................................................................................... 3 General Objectives ................................................................................................................................................................... 3 Detailed Objectives ................................................................................................................................................................... 3 Alignment between Courses and Program Objectives ............................................................................................................. 3 Instructional Approach .............................................................................................................................................................. 4 Supervision ............................................................................................................................................................................... 4 Course Content ............................................................................................................................................................................... 5 Evaluations & Grading .................................................................................................................................................................... 5 Graded Assignments ................................................................................................................................................................ 5 Informations dtailles sur les valuations sommatives ........................................................................................................... 6 Oral presentation of company study ................................................................................................................................... 6 Written report - Company study (term report) ..................................................................................................................... 6 Quiz 1 .................................................................................................................................................................................. 7 Quiz 2 .................................................................................................................................................................................. 7 Quiz 3 .................................................................................................................................................................................. 8 Final exam .......................................................................................................................................................................... 8 Informations dtailles sur les valuations formatives ............................................................................................................. 8 Team composition ............................................................................................................................................................... 8 Company choice ................................................................................................................................................................. 8 Formative evaluation of teaching - questionnaire ............................................................................................................... 8 AOL demo F12 .................................................................................................................................................................... 9 Grading Scale ........................................................................................................................................................................... 9 Course Language Policy ........................................................................................................................................................... 9 Plagiarism ................................................................................................................................................................................. 9 Disciplinary Regulations ............................................................................................................................................................ 9 Deadlines and Overdue Work ................................................................................................................................................. 10 Exam Absences ...................................................................................................................................................................... 10 Students with disabilities, learning difficulties or mental health problems .............................................................................. 10 Laptop and Software Requirements ....................................................................................................................................... 10 Course Evaluation ................................................................................................................................................................... 10 Absence .................................................................................................................................................................................. 11 Teaching Materials ........................................................................................................................................................................ 11 Required Materials .................................................................................................................................................................. 11 References and Appendices ......................................................................................................................................................... 11 References .............................................................................................................................................................................. 11

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Course Description
Prerequisite course
Introduction to marketing

Introduction
Today, all companies, regardless of their size, are faced with international competition and thus must explore the appropriateness of serving international markets to remain competitive. Marketing to international markets implies good planning and management in largely unknown territory: laws, institutions, bilateral and multilateral agreements among countries, culture, and other factors influence the choice of foreign markets and entry strategies, as well as strategies related to the products and services to be sold, their distribution, promotion, and pricing. The student for whom this is the only course examining the international dimension, the present course covers the environmental factors necessary for the understanding of the international environment and the potential modifications required in ones approach to markets. For the student who has already taken other courses related to the international dimension (ex: international management, international economics) this overview of the environment should reinforce his/her knowledge of the international environment since certain elements will be presented and analysed from the perspective of international marketing. Note on the course workload: as noted in the "Rglement des tudes" (School rules and regulations), undergraduate university courses require 9 hours (including in-class hours) of work per week, on average, during 15 weeks.You should be fully aware that to undertake this course successfully you must have the time to devote to it.

General Objectives
In conformity with the objectives of the undergraduate program, this course aims to help the student: Develop a positive attitude toward international business Learn to modify his/her approach to marketing, taking into account environmental differences (economic, competitive, political, cultural).

Detailed Objectives
At the end of the course, the student should: be familiar with economic factors underlying decision making in international marketing be able to identify and discuss the controllable (by the firm) and uncontrollable factors (cultural, financial, legal, others) which intervene in market evaluation, market choice, segmentation, positioning, and development of an international marketing program (marketing mix). be able to discuss the advantages and les requirements for a firm to be involved in international business be able to identify and discuss the various models/frameworks which may be used to analyse the appropriateness of particular components of the global marketing mix (product/service, distribution, promotion, price) in foreign markets and to apply these and other course concepts to mini problems or descriptive situations. be able to participate in the elaboration of an international marketing strategy, taking into consideration the needs and constraints of the firm and of foreign markets.

Alignment between Courses and Program Objectives

Degree of achievement in the course
1

Performance-based measures2

1. Learn how to make decisions.

Initiated, Developing, Integrated Developing, Integrated

Written report, exam, quizzes

2. Communicate.
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2. Communicate. 3. Collaborate and work as a team member. 4. Be open to the world. 5. Master technological tools. 6. Be open to change. 7. Behave in an ethical manner

Developing, Integrated Developing, Integrated Initiated, Developing Integrated Initiated, Developing, Integrated Developing

Written report, oral presentation, exam, quizzes Written report, oral presentation, team cross-evaluation Multicultural teamwork, written report, exam, quizzes, team cross-evaluation Written report, oral presentation with electronic slides Written report, exam, quizzes Written report, team cross-evaluation, exam, quizzes

1Initiated means that learning is becoming evident in line with the programs goals and objective. Developing indicates identifiable learning in relation to the goals and objectives. Integrated means that the goals and objectives are understood and applied in a relevant manner in a variety of new contexts and situations. A course may incorporate one or more of the programs goals and objectives. It may also initiate the learning process towards one goal and integrate the learning of another, depending on the particular abilities and skills on which the course focuses. 2 This refers to the evaluation methods used in the course to assess the degree of achievement of the program goals, for example: case study, open exam question, project, portfolio, quiz, etc. The same evaluation methods could be used to collect Assurance of Learning data.

Instructional Approach
Here is a list of learning activities that will be used in the course:
LEARNING ACTIVITIES DESCRIPTION

Required and Suggested Readings

You will be assigned a reading list from the textbook International Marketing by Cateora, Philip, et al. that will help you to assimilate the frameworks and concepts related to the subject. See Teaching Materials. This textbook is available in 2 formats: printed and electronic.

PowerPoint To allow you to concentrate on frameworks and concepts judged to be the most important, a set of Presentations slides (prepared by the authors of the text or by the professors of this course) will be presented in class. However, these slides do not cover all the suggested reading material. It is the responsibility of the student to do the readings in order to develop a more complete vision of the nature of international marketing. Video Capsules Mini cases and Practical exercices TermReport (teamwork) Occasionally, brief presentations of more complex subjects may be added to the course website. These will be announced in the "News" section on the Homepage (Page d'accueil). You may occasionally be assigned a mini-case to be read and analyzed (at home or in class) as well as exercises in class to encourage reflection and/or application of course subjects. The term report deals with the identification and analysis, using course concepts, models, and analysis frameworks, of 1) the principal challenges and/or difficulties, related to international marketing, encountered by a firm during its internationalization process or during its regular international operations and 2)howthe company solved these challenges or overcame the difficulties. For a complete description, see the document to consult"Company study - Description, objectives, and instructions" in the "Evaluation and Grading - Term report" section. This document may also be found in Class 1 material. During the semester, you will take 3 quizzes. Each quiz covers all the material up to the day of the quiz. The dates and instructions for the quizzes will appear in the section "Evaluation and grading" and will be communicated in class. You will take a final written examination which covers all subjects studied in the course.

Quizzes

Examinations in class

Supervision
The course structure and the class schedule should permit you to learn the subject matter gradually. By adopting a regular learning rhythm from the beginning of the semester, you will be able to meet course deadlines and
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By adopting a regular learning rhythm from the beginning of the semester, you will be able to meet course deadlines and you may benefit from feedback from the professors. Getting behind carries the risk of only partially understanding the material and experiencing difficulties on the application of material during work on the term report (company study), or on the exam and quizzes. Professor Bliveau will answer questions concerning course contentbefore and during each class meeting. You may also request an appointment; please send an email to the professor from within ENA (section "General Information") (this insures that the course number is indicated in the subject line) indicating the subject with which you are having difficulty and, more specifically, what you do not understand about that subject. (In order to avoid additional delays, it is recommended that your questions and comments be very precise (ex: indicate the names of documents and the page numbers to which you are referring)). The professor will contact you by email, by telephone, or by scheduling an appointment with you, based on the nature of the questions and the interaction required. If you miss a class, you are responsible for obtaining class notes taken by a classmate and asking questions on the forum. Forums: The forums allow communication among students. You are encouraged to ask questions about subjects that are not clear in your class notes and to answer questions posed by other students. Expressing your knowledge in writing reinforces your learning. Comments on supervision: The professors will read all messages on the forums once a week, normally Monday afternoon, to suggest corrections in discussions, if needed.

Course Content
Le tableau ci-dessous prsente les semaines d'activits prvues dans le cadre du cours.
Titre Class 01 : Introduction-The Scope and Challenge of International Marketing (Chapter 1) --> Independent study this week Class 02 : The Scope and Challenge of IM (continued) Class 03 : The Cultural Dynamics of International Markets (Chapter 4) Class 04 : The Dynamic Environment of International Marketing (Chap. 2) + (Quiz 1) Class 05 : Strategies for International Expansion (Chapter 10) Class 06 : The International Marketing Mix: Products and Services (Chapter 11) Class 07 : Market Groups and Regions (Chapter 8) + (Quiz 2) Class 08 : Emerging Markets (Chapter 9) Reading week Class 09 : The International Marketing Mix: Distribution (Chapter 12) Class 10 : The International Marketing Mix: Pricing - Part I (Chap. 13) + (Quiz 3) Class 11 : The International Marketing Mix: Pricing - Part II (Chapter 13) Class 12 : The International Marketing Mix: Integrated Communication (Chapter 14) Class 13 : The Future of International Marketing Final exam Note : Veuillez vous rfrer la section Course Content de votre site de cours pour de plus amples dtails. Date 4 sept. 2012 11 sept. 2012 18 sept. 2012 25 sept. 2012 2 oct. 2012 9 oct. 2012 16 oct. 2012 23 oct. 2012 30 oct. 2012 6 nov. 2012 13 nov. 2012 20 nov. 2012 27 nov. 2012 4 dc. 2012 11 dc. 2012

Evaluations & Grading

Graded Assignments
Sommatives
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Titre Oral presentation of company study Written report - Company study (term report) Quiz 1 Quiz 2 Quiz 3 Final exam

Date dterminer dterminer Du 27 sept. 2012 17h50 au 29 sept. 2012 23h59 Du 18 oct. 2012 12h09 au 21 oct. 2012 23h59 Du 14 nov. 2012 21h22 au 18 nov. 2012 23h59 Le 11 dc. 2012 de 12h30 14h30

Mode de travail En quipe En quipe Individuel Individuel Individuel Individuel

Pondration 9% 36 % 5% 6% 7% 37 %

Formatives
Titre Team composition Company choice Formative evaluation of teaching - questionnaire AOL demo F12 Date D le 18 sept. 2012 15h20 D le 2 oct. 2012 23h59 D le 25 sept. 2012 16h20 dterminer Mode de travail En quipe En quipe Individuel Individuel

Informations dtailles sur les valuations sommatives

Oral presentation of company study
Date de remise : Mode de travail : Pondration : dterminer Presentation dates will be chosen during Class 2. En quipe 9%

Rpartition de la correction : 100 % Corrig par l'enseignant 0 % Contribution au travail d'quipe Remise de l'valuation : Bote de dpot + See instructions

Directives de l'valuation : Submit a copy of your PowerPoint slides before 9:00 p.m. the day before your presentation. See the document below "Company Study - Oral presentation". Fichiers consulter : Company Study - Oral Presentation F12.docx 75,4 Ko, dpos le 10 sept. 2012

Written report - Company study (term report)

Date de remise : dterminer Written report: due 2 weeks after your oral presentation. The team cross-evaluation "Contribution to teamwork" is due after submission of the written report. En quipe 36 %

Mode de travail : Pondration :

Rpartition de la correction et critres : 100 % Corrig par l'enseignant 0 % Contribution au travail d'quipe Critre Active presence at meetings and punctuality Participation in activities related to the project Respect & positive attitude towards other members Consideration of propositions of other members Quality of individual work + citation of sources Universit Laval Notation 10 20 10 10 30 Page 6 de 11

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Quality of individual work + citation of sources Respect of deadlines to submit work Remise de l'valuation :

30 20

Bote de dpot COMPULSORY: submit a PRINTED copy of the report in class or deliver to the secretary in Room 2415.

Directives de l'valuation : Oral presentation (20% of 45 points = 9 points): See Class Schedule. Six (6 )presentations (maximum) will take place in class; the others will be presented outside of class at a time agreed upon. Written report (80% of 45 points = 36 points) - Due 2 weeks after the oral presentation. The company study is intended to assess your learning and your ability to apply and translate ideas studied to actual situations. You must use correct English in your graded work. A student who has difficulty in writing clearly in English must participate in other ways to the Firm study; this should be explicitly discussed among team members. (However, the professors do take into account that English may be a second language for all members of a team.) Summary of technical instructions for the written report: Length: approximately 20 pages (maximum 25 pages); preliminary pages and appendices are not included in the total number of pages. pages numbered according to the usual rules (preliminary pages numbered i, ii, iii...; the Introduction begins on page 1. document format: Word (and Excel is required) character: preferably Times New Roman 11pi, or Arial 10pi, using 1 line spacing. margins should not be greater than 3 cm (1.15 inches). The document Firm Study - Description, objectives, and instructions which appears below and in the section SESSIONS Class 1 describes the project in detail and indicates the compulsory preliminary pages, page numbering, and other instructions for the term project. Each report must include a "declaration of non-plagiarism"; the form is provided below. After submission of your report, please complete the team cross-evaluation (Contribution to teamwork) found in the "Evaluations andgrading - Term report" section. This evaluation will apply to the oral presentation as well. You are required to pay special attention to spelling, to the clarity of expression in your work, and to the citing of sources. These elements will be considered in the evaluation. Date and submission of report: Written report is due 2 weeks after your oral presentation. (Submit a printed copy in class (or to room 2415) AND an electronic copy in the deposit box, section "Evaluation andgrading - Term report". Fichiers consulter : How to contact a Company 215,46 Ko, dpos le 17 avr. 2012 Declaration of non-plagiarism to include in your report 16,14 Ko, dpos le 17 avr. 2012 Company Study - Description, objectives and instructions 85,96 Ko, dpos le 10 sept. 2012

Quiz 1
Titre du questionnaire : Priode de disponibilit : Tentatives : Mode de travail : Pondration : MRK-3102 Quiz #1 F12 Du 27 sept. 2012 17h50 au 29 sept. 2012 23h59 1 tentative permise Individuel 5%

Directives : Quiz #1 covers matieral from Classes 1 to 4. You have 15 minutes to complete the quiz.

Quiz 2
Titre du questionnaire : Priode de disponibilit : Tentatives : Mode de travail : Pondration : mrk3102 Quiz #2 F12 Du 18 oct. 2012 12h09 au 21 oct. 2012 23h59 1 tentative permise Individuel 6%

Directives : The quiz is composed of 10 multiple-choice questions. You have 15 minutes to do the quiz (6%). Universit Laval Mis jour le 4 dc. 2012 10:16 Page 7 de 11

Quiz 3
Titre du questionnaire : Priode de disponibilit : Tentatives : Mode de travail : Pondration : Directives : MRK-3102 Quiz #3 F12 Du 14 nov. 2012 21h22 au 18 nov. 2012 23h59 1 tentative permise Individuel 7%

Final exam
Date et lieu : Mode de travail : Pondration : Remise de l'valuation : Le 11 dc. 2012 de 12h30 14h30, to be announced Individuel 37 % In class

Directives de l'valuation : The final exam will deal with all course material (classes 1 to 13). The exam will consist of multiple choice questions, short-answer questions, and/or essay questions. Only the following aids will be allowed: non alphanumeric calculator bilingual dictionary (which will be examined by the monitor) Exam content: all class lectures, assigned readings, case studies discussed in class, videos, conferences, and class discussions related to these activities. Fichiers consulter : Typical question formats and examples.doc 29,5 Ko, dpos le 4 dc. 2012

Informations dtailles sur les valuations formatives

Team composition
Date de remise : Mode de travail : Remise de l'valuation : 18 sept. 2012 15h20 En quipe Bote de dpot

Directives de l'valuation : The contact-person for the team should submit the "Team composition and company choice" form (Part A)by Tuesday, September 18, to the deposit box. Fichiers consulter : Team composition -Company choice.docx 27,02 Ko, dpos le 10 sept. 2012

Company choice
Date de remise : Mode de travail : Remise de l'valuation : 2 oct. 2012 23h59 En quipe Bote de dpot

Directives de l'valuation : When the team has contacted a company, the team's contact-person will complete Part B of the form and submit it to the "Company choice" deposit box.

Formative evaluation of teaching - questionnaire

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Mode de travail : Remise de l'valuation :

Individuel Bote de dpot or on paper, in class, room 3313

Directives de l'valuation : In class, during Class 4, you can complete the formative evaluation questionnaire on paper (to conserve your anonymity orif you did not bring yourcomputer) or by computer by using the form below. Paper copies will be distributed for those who do not use their computers. Fichiers consulter : Formative Evaluation of Teaching.docx 15,14 Ko, dpos le 22 sept. 2012

AOL demo F12

Date de remise : Mode de travail : Remise de l'valuation : Fichiers consulter : AOL demo F12.docx 32,58 Ko, dpos le 27 nov. 2012 dterminer Individuel local 3313

Grading Scale
Cote A+ A AB+ B B% minimum 92,5 88,5 85,5 82,5 78,5 75,5 % maximum 100 92,49 88,49 85,49 82,49 78,49 Cote C+ C CD+ D E % minimum 72,5 68,5 65,5 62,5 59,5 0 % maximum 75,49 72,49 68,49 65,49 62,49 59,49

Note: A question of equity: If a student does not obtain at least 55% globally on the exams, the students final score cannot be increased through the team project for a final grade greater than C+. In addition, each team member is expected to contribute to the team company study in an equitable manner. The professors reserve the right to adjust the note of a student based on end-of-session team evaluations of contribution to the report and presentation (cross-evaluations) if these show that the person did not contribute equitably (in terms of the quality of his/her work, commitment, and active participation in the team meetings and different tasks involved). You are encouraged to manage your team in a mature manner and to resolve difficulties if possible. If necessary, the professors are available as referees.

Course Language Policy

Students have the possibility of handing in their papers and answering their exams in French with no consequences on their grade. However, course materials, instructions and exams will not be translated and will be available in English only.

Plagiarism
The FSA does not tolerate conduct that does not comply with its ethical standards. The Rglement disciplinaire lintention des tudiants de lUniversit Laval lists some 20 academic infractions that are subject to penalty. Everyone knows the most common errors, but are you aware that copying a few sentences from a work on paper or a website without inserting quotation marks or citing the source are two of the infractions? Or that summarizing an authors original idea in your own words without citing the source, and translating a text in part or entirely without stating its origin, are also prohibited? To avoid exposing yourself to consequences ranging from failing a course to expulsion from the university, consult the following website: http://www.fsa.ulaval.ca/plagiat. Youll find everything you need to avoid plagiarism.

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Disciplinary Regulations
Any student who is found to have committed a violation of the Rglement disciplinaire lintention des tudiants de lUniversit Laval (Universit Laval student disciplinary regulations) in this course, especially involving plagiarism, will be subject to the penalties set out in the regulations. Students should familiarize themselves with sections 28 to 32 of the disciplinary regulations. These can be found (in French only) at the following web address: http://www.ulaval.ca/sg/reg/Reglements/Reglement_disciplinaire.pdf

Deadlines and Overdue Work

There are exceptional circumstances that may prevent a student/team from submitting an assignment on time. In such cases, it is the students/teams responsibility to inform the professor as soon as possible to discuss an extension. If the request for a delay is to submit after the end of the term, the student will receive a grade of Z (grade deferred at students request). This will be converted to a final grade (see the conversion key above) at the end of the deferral period.

Exam Absences
It is the students responsibility to ensure that exam times do not conflict at the beginning of each semester as the Faculty is unable to offer special arrangements. For more information (French only), go to:http://www4.fsa.ulaval.ca/cms/accueil/formation/1ercycle/absenceexamen

Students with disabilities, learning difficulties or mental health problems

Students who have a letter of Attestation daccommodations scolaires [English: certificate of academic accommodation] issued by a counsellor from the Accueil et soutien aux tudiants en situation de handicap section [French acronym: ACSESH; English: students with disabilities support services section] must inform their professor or instructor at the start of the session so that accommodation measures in the classroom or during examinations can be put in place by their program administration. Students with a functional impairment or disability who do not have this letter must contact the ACSESH at 6562880 as soon as possible. ACSESH strongly recommends that you take advantage of all the services to which you are entitled in order to succeed in your program, without discrimination or special privileges. For more information, please see the Procdure de mise en application des mesures daccommodations scolaires [English: application for accommodation measures] at: https://www.aide.ulaval.ca/cms/Accueil/Situations_de_handicap.

Laptop and Software Requirements

Students are expected to have a laptop compatible with the FSA's IT environment in order to participate in course activities both inside and outside the classroom (e.g. management simulations, online quizzes, Securexam, etc.). Minimum software requirements for compatibility with the FSAs environment: Operating system: Windows 7, Vista or XP Office Suite: Microsoft Office 2007, 2003, XP or 2000: Word, Excel, PowerPoint Browser: Internet Explorer 7.0 or later

Course Evaluation
A formative course evaluation will be madebetween Class 4 and Class 6. This confidential evaluation will be used only by your professor to decide whether adjustments are required before the end of the session. At the end of the course, the Faculty will conduct a summative evaluation, by soliciting your comments and suggestions, to determine whether the teaching method achieved its goals and your degree of satisfaction. During the session, a link to the course evaluation questionnaire will be uploaded to the course website home page. This evaluation is very important, as it will
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course evaluation questionnaire will be uploaded to the course website home page. This evaluation is very important, as it will allow us to improve the course. The course supervisors thank you in advance for your collaboration. Please note that this evaluation is confidential. Link to thecourse evaluation system.

Absence
Presence in class is expected. If the student must miss a class, it is his/her responsibility to contact a classmate concerning the material and the discussions in class that day.

Teaching Materials
Required Materials
International marketing(3e dition)
Auteur : Cateora, Philip R diteur : McGraw-Hill Ryerson(Whitby, ON,2011) ISBN : 9780070136793

The 2nd edition of Cateora, et al., is generally acceptable. However, when page numbers are mentioned for the 3rd edition, please consult the 3rd edition of a classmate or consult the 3rd edition in the Professors' reserve at the library (Pav. Bonenfant) to find the corresponding pages in the 2nd edition. You should also verify end-of-chapter question numbers.Also, please see the note in Class 1 concerning the electronic version of the textbook. Non alphanumeric calculator

References and Appendices

References
Additional readings (paper format and/or electronic) Periodicals and websites in English; for example: Business Week The Economist CanadExport Periodicals and websites in French; for example: Les Affaires (Quebec) Chefs dentreprises (Quebec very local) Lactualit (Quebec) Cyberpresse Affaires trangres et commerce international Canada (Canada) Exportateurs Avertis (France) MOCI (Moniteur du commerce international) (France)

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