SEMESTER AT SEA COURSE SYLLABUS

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1 SEMESTER AT SEA COURSE SYLLABUS Voyage: Summer 2013 Discipline: Business/ Marketing Course Title: SEMS (Section 1) and 502 (Section 2): International Marketing Division: Upper Faculty Name: Dr. Peggy Sue Loroz PREREQUISITE: any introductory marketing course COURSE DESCRIPTION: This course provides an introduction to global marketing. We will examine how firms adopt strategies and adapt practices to succeed in diverse economic, cultural, and political environments. Concepts covered include integrated marketing communications, pricing, distribution management, and product and service strategy. Ethical dilemmas that are unique to international marketing will be discussed. In addition, global marketing issues of topical interest and related to the voyage ports-of-call will be highlighted. The key premise of marketing is to create the best possible ways of satisfying the needs and wants of consumers. With this principle in mind, student groups will develop and present a market analysis and marketing plan appropriate for one of our semester at sea destinations. Through this experience and others, you will develop a set of tools that will allow you to become a successful marketer in the global marketplace. COURSE OBJECTIVES: Students completing this course should be able to: Explain how marketers are guided by economic, cultural, and political factors in global markets Describe multiple approaches for entering foreign markets Evaluate global marketing risks and appropriate mitigation strategies Demonstrate the ability to understand and critically analyze modern international marketing strategies and practices Discuss the ethical and social responsibilities of marketers working in the global environment Conduct a market analysis and develop a marketing plan for an international product launch REQUIRED TEXTBOOK: Cateora, Philip R., Mary C. Gilly and John L. Graham (2011), International Marketing, (15/e), McGraw-Hill Education: Boston, MA. ISBN: X Other reading materials (articles, case studies) will be used to complement readings from the textbook. 1

2 TOPICAL OUTLINE OF COURSE: Date Topic / Class Plan Reading Assignments / Notes C1- June 19: Course Overview C2- June 20: Introduction to IM Ch 1 C3- June 21: Economic Development Ch 9 C4- June 22: Europe, Africa, and the Middle Ch 10 Morocco group presents East June 23-26: Casablanca C5- June 27: Culture Ch 4 C6- June 28: The Political Environment of Ch 6 IM C7- June 29: The Legal Environment of IM Ch 7 June 30 No classes C8- July 1: Marketing Research Ch 8 Turkey group presents C9- July 2: Group presentations All Economic Analyses due July 3-5: Antalya Field Lab (Section 1) C10- July 6 Case (TBD) C11- July 7 Midterm Exam July 8-11: Istanbul C12- July 12 Market Entry Strategies Ch 12 C13- July 13 Products and Services for Consumers Ch 13 July 14-17: Piraeus C14- July 18: Products and Services for Ch 13 Consumers (cont.) 2 Field Lab (Section 2) Greece group presents Field Lab report due C15- July 19: IM Channels and Sales Management Ch 15, 17 C16- July 20: Case (TBD) or catch up Italy group presents July 21-26: Livorno / Civitavecchia C17- July 27: Integrated Marketing Communications C18- July 28: Integrated Marketing Communications (cont.) July 29-31: Malta C19- August 1: Case 2-1: The Not-So- Wonderful World of EuroDisney Ch 16 Ch 16 Malta group presents France group presents C20- August 2: Pricing for IM Ch 18 Spain group presents August 3-8: Marseilles / Barcelona

3 C21- August 9: Group presentations Market entry and marketing plan due C22- August 10: Group presentations Market entry and marketing plan due August 11-16: Cadiz / Lisbon C23- August 17: Wrap-up/review August 18: Study Day C24-August 20: Final Exams Final Exam FIELD LAB: Target Marketing and Retailing in Turkey The Field Lab will provide you with a clearer understanding of marketplace diversity and an appreciation for the difficulties encountered in marketing products in an emerging market environment. We will visit three retail environments. These will likely be one of the old bazaars, a street market, and a modern shopping mall. Working in a team of 2-3 people, you will take field notes on your observations at each site, along with supporting photographs where allowed. Immediately after the site visits, you will participate in a roundtable discussion on board ship or in port (to be arranged). Then, as a team, you will collate and analyze your materials, writing up your findings and recommendations in a 6-page report (not counting cover sheet, photos in appendix). In the report, you will analyze your observations, relate your findings to specific theories or concepts from the textbook, draw conclusions, and make recommendations for effective marketing strategies. This will be due 10 days after the field lab. Our roundtable discussion after the site visits will address these questions: What are the similarities and differences between these marketplaces and U.S. retail environments? Which consumer segments are targeted by each retail format, and which segments actually make purchases in each retail environment? What are typical price points for merchandise in each location? What role does product branding play? How important is brand or merchandise country-of-origin labeling? Describe the atmospherics of each location. Can these be managed more effectively? By whom? What opportunities are present in this environment for U.S. marketers? 3

4 FIELD ASSIGNMENTS: Journal For 5 foreign ports on our itinerary (other than the designated Field Lab port), students are to observe the marketplace, perhaps by visiting a retail establishment, seeking exposure to media, or watching consumption in public areas. Students are required to write at least one journal entry per port selected ( words each). All observations must relate to international marketing. For example, students might observe the extent of international activity in that market, how the 4 P's for a given product or service differ from home, the potential for local products to succeed in the U.S. market or vice versa, etc. The entire class will share observations after each port, as time permits. Journal entries are due the second day after leaving a port. GROUP ASSIGNMENT: Semester-length Project (full instructions provided in class) Seven teams of students will work on a three-part project as outlined in pages of your text. Each team will focus on a hypothetical company entering one of our S@S destination countries (first-come, first-served) with a specific North American product of your choosing. PART I: Cultural Analysis. This is an analysis of the cultural, political, geographic, legal, and infrastructure aspects of your country. This part will be presented to the entire class the day prior to our ship docking in that country s port. An executive summary of the presentation will be handed out in class. See pages of the textbook as a guide. A follow-up report will be presented after departing the port and will focus on aspects of the culture that were unexpected. PART II: Economic Analysis. Each group will present an economic analysis of their country during class # 9. See pages of the textbook as a guide. These reports will help us to assess the general business investment climate (GNP growth, inflation rate) and product market potential of each country opportunity. PART III: Market Entry and Preliminary Marketing Plan. This plan will be specific to the country and product selected by each group. This plan must be pages in length and will be summarized in a 20 min. presentation during one of the final classes. See pages of the textbook as a guide. This report should answer the following questions: What foreign entry approach would you use to enter the market? Why? How would you adapt your marketing plans to compete effectively in this market? Why? Using data gathered in your first two reports, summarize the overall viability of this country as a market for your product. In addition, include a description of your target market, competition, recommended positioning, and guidelines for your marketing mix. Include recommendations for all of the 4 Ps of the marketing mix. Identify your source of data in a complete bibliography and explain your data calculations. EXAMS: There will be 2 exams (mid-term and final). Exams consist of multiple-choice and/or short essay questions on material from lectures, readings, and assignments. These questions will test your understanding of the basic concepts and your ability to apply them appropriately to marketing scenarios. 4

5 METHODS OF EVALUATION: Component Points Percentage Exams (100 pts each) Group Project Field lab report Journals (10 pts each) APP Total % Attendance / Participation / Professionalism (APP): Students are expected to attend class regularly and participate in discussions and presentations. Each student should be prepared to discuss the assigned readings, articles and cases at all times. The following scale will be used to assign APP grades: A = Always present, prepared, and attentive; frequently volunteers remarks demonstrating insight and sensitivity; notably committed to the class and to the learning environment; professional conduct and demeanor at all times. B = Always or almost always present, prepared, and attentive; consistently participates, but contributions do not cover as broad a range as in the A grade; does not invite broader discussion or progression into new areas or does not demonstrate the independent thinking characteristic of the A grade; almost always professional in conduct and demeanor. C = Usually present but vaguely prepared; occasional appropriate remarks; generally professional in conduct and demeanor. C participation typically reflects a lack of effort or consistency in attendance, preparedness, and/or attentiveness **A reluctance to contribute to class discussion despite consistent attendance falls into this category** D / F = Serious deficiencies in attendance, preparedness, and/or attentiveness; behavior detracted from learning environment (e.g., incivility or distracting others with private conversations or use of electronic devices, unexplained walking in & out of room, etc.); generally lacking in professionalism; serious lack of commitment to the course and/or learning environment Grading Scale: Grades in the course will be assigned on the following basis: A = 93.0% to 100% A- = 90.0% to 92.99% B+ = 87.0% to 89.99% B = 83.0% to 86.99% B- = 80.0% to C+ = 77.0% to 79.99% C = 73.0% to 76.99% C- = 70.0% to 72.99% D+ = 67.0% to 69.99% D = 60.0% to 66.99% F = 59.99% and below I will not curve the grades in this course. I will give as many A s, B s, C s, D s, and F s as are earned. Please do not ask me to raise your grade to the next level at the end of the term. I feel the only way to be fair to all students is to adhere to the grading scale set at the beginning of the course. Due Dates: All assignments must be submitted on the due date, unless permission has been previously granted by the instructor. Make-up work and extra credit options are not available. 5

6 HONOR CODE: Semester at Sea students enroll in an academic program administered by the University of Virginia, and thus bind themselves to the University s honor code. The code prohibits all acts of lying, cheating, and stealing. Please consult the Voyager s Handbook for further explanation of what constitutes an honor offense. Cheating of any type (including plagiarism) will penalized. A work will be considered plagiarized if it copies more than 6 words from an already-existing source or if it reflects the structure or content of an existing document without appropriately identifying the source. If words are copied verbatim, they must be placed in quotation marks and properly documented. Each written assignment for this course must be pledged by the student as follows: On my honor as a student, I pledge that I have neither given nor received aid on this assignment. The pledge must be signed, or, in the case of an electronic file, signed [signed]. 6