MKT 173 EXPORT MARKETING Course Syllabus 1 st Semester, SY

Transcription

1 + AMDG Ateneo de Manila University John Gokongwei School of Management Department of Marketing and Law MKT 173 EXPORT MARKETING Course Syllabus 1 st Semester, SY Sec. X Lecturer Senen M. Perlada senperlada@yahoo.com Room SOM 202 Schedule 6:00-9:00 PM Thurs Consultation Hrs: Thursdays, 5:30 6:00 PM; 9:00-9:30 PM (by appointment c/o Ms. Peachy Abaño, Dept. Secretary, Marketing & Law, JGSOM) A. Course Description The course covers the conceptual framework for the conduct of international trade, and focuses on exporting as a basic foreign market entry strategy. It provides the student the tools for assessing and analyzing the export potential of products and services as well as the screening and selection of foreign target markets. It presents the interplay of dynamic forces influencing the global business environment: economic and socio-cultural, physical and environmental, political and legal, competitive and distributive, and how they impact on formulating export marketing strategies. It comprehensively covers the export marketing mix and provides working knowledge of the procedures, documentation, as well as the conduct of business according to generally accepted international trade and banking practices. B. Course Objectives At the end of the course, the student will: 1) Develop a broader understanding of each component of the export marketing mix and the drivers of international business, and to synthesize knowledge gained into instruments of action as presented in an Export Business Plan. 2) Demonstrate a working knowledge of the export processes, the international business environment, and the required attitudes and skills needed to deal effectively in foreign target markets. 3) Cultivate a deeper appreciation of exports as an important component of national economic development (as of June 12, 2012) - 1 -

2 C. Course Outline and Timeframe Session / Date Chapter / Topics/ References Requirements Sessions 1 & 2 (June 14 & 21) A WARM WELCOME TO EVERYONE! Introduction & Course Overview Mutual expectations from the class Class requirements and guidelines Ø Attendance/allowable cuts/discipline in class Ø Tests/ WACs /Reports/Projects Ø Grading system Ø Organizational activities: 1. Assignment of class beadle 2. Groupings Chap 1- Introduction: Export Marketing Strategy Overview of the course Importance of Exporting Determination of Export Performance Export Marketing and Export Performance Development of Export Marketing Strategy Chap 2 Assessing Company Readiness to Export Why Should You Assess Company Readiness to Export? Then Who Should Export? Analyzing your Company s Ability to Export Course syllabus, class list Appointment of class beadle e-group for the class; addresses, contact nos.; moderator Submission of onepage resumé / personal profile with 1 x 1 photo Seat Plan Session 3 &4 (June 28 & Jul 5) Chap 3- Researching and Selecting Export Markets Subjectivity in Export Market Research Effective Market Research Screening Stages in Selecting Export Markets Chap 4- Exploring International Entry Modes Direct Exporting Indirect Exporting Direct Company Presence Decision Factors of Foreign Market Entry Submission for approval of proposed export product / service Export Business Plan (Jul 5) (as of June 12, 2012) - 2 -

3 Session 5 & 6 (July 12 & 19) Chap 5- Partnering Strategies Potential Strategic Benefits of Partnerships Strategic Costs of Partnering Identifying Ideal Partners Structuring the Partnership Maintaining the Relationship Control Systems WAC NO. 1 ZAA Enterprises, Or substitute Due: July 19 Chap 6- Developing an Export Marketing Plan Assessing Competitors Opportunities and Threats Export Objectives Session 7 & 8 (July 26 & Aug 2) Chap 7- Working with Facilitating and Support Firms Banks as Your Facilitator Freight Forwarders as Your Facilitator Distributors as Your Facilitator Governments as Your Facilitator Chap 8- Budgeting for Exporting Budgets for Export Activities Standard Costs and Export Control Foreign Exposures 1 st Long Test Aug 2 Session 9 (Aug 9) Chap 9- Analyzing the Legal Environment of Exporting Understanding Legal Implications for Export Activities Philippine Policy Regarding Exports Export Contracts Import Barriers Other Sources of Government Assistance (as of June 12, 2012) - 3 -

4 Session 10 (Aug 16) Chap 10- Managing Logistics and Supply Chain in Exporting Inventory Transportation Information in Supply Chain Management WAC No. 2 Mindanao Inc., or substitute Aug 16 Session 11 (Aug 23) Chap 11- Understanding Foreign Cultures Roles of Culture in Export Marketing Understanding Cultures Applications of Cultural Understanding in Business Common Cultural Differences Self-Referencing Navigating the Cultural Differences Cultural Attitudes that Work Session 12 (Aug 30) Session 13 & 14 (Sept 6 & 13) Chap 12- Product Adaptation Standardization Motivations Adaptation factors Product Adaptation Approaches Chap 13- Advertising and Promotion in Export Creating Promotional Campaigns Validating Your View with Additional Data Creating a Promotional Message Reaching Your Customers with the Right Tools Media Selection Implementation of Promotional Campaigns Chap 14- Export Costing Understanding Costs Export-related Costs Types of Costs Analyzing Costs Factors That Affect Costs Understanding Potential Export Costs INCOTERMS (Terms of Shipment) WAC No. 3 LS Garments, or substitute Sept 6 1 st Pass Export Business Plan Due: Sept 13 (as of June 12, 2012) - 4 -

5 Session 15 (Sept 20) Chap 15- Pricing for Export Markets Challenges to Export Pricing Locus of Export Pricing Decisions Dimensions of Export Pricing Session 16 (Sept 27) Chap 16- Financial Aspects and Payments in Exporting Financing Export Transactions Determinants of the Export Finance Decision Private Sources of Financing Non-private Financing Sources Methods of Export Payment Export Insurance Chap 17- Managing Export Operations International Shipping Export Packing and Marking Export Documents Export and Import Restrictions Cargo Insurance Customs Brokers and Freight Forwarders 2 nd Long Test Date: TBA Session 17 (Oct 4) Submission of hard copy and Presentation of Export Business Plan in class Due: Oct 4 D. Required Textbook/ Readings Ø Export Marketing Strategy: Tactics and Skills That Work by Shaoming Zou, Daekwan Kim, and S. Tamer Cavusgil, published in 2009 by Business Express LLC, New York, NY Ø Creating International Business: by APEC Working Group on Trade Promotion, Feb 2009 Ø (as of June 12, 2012) - 5 -

6 E. Other suggested references Ø TRADE SECRETS, The Export Answer Book for Small and Medium-Sized Exporters International Trade Centre (ITC)- Philippine Trade Training Center (PTTC, published in 2000 F. Course Requirements v Export Business Plan (Group Project) for an export product or service selected by the group and pre-approved by course facilitator; main body of paper not to exceed 20 pages(1.5 lines spacing); Submission of first draft will be required for review & comments; final paper to be submitted and presented in class. v Group Reports: Written analysis of cases (WACs) and other reports- not more than five (5) pages for the main body of each report. Due dates for submission of course requirements e.g. Business Plans, WACs, other reports or papers shall be strictly observed. Late submissions will be automatically penalized with a 5-point deduction (based on the numerical rating the work would have received had it been submitted on time) for each day of delay. v Individual class participation active participation in class discussions is expected. Students are highly encouraged to contribute quality inputs to each class discussion. Individual WACs, reports, and/or reflection papers may be assigned depending current and/or emerging learning opportunities during the semester. v Long tests two (2), with equal weight, will be given. Surprise quizzes may be also be given as may be found necessary by the facilitator. G. Grading System v Individual class participation 20% v Long tests (2) and surprise quizzes 30% v Export Business Plan (group project) 30% v Other group projects (Reports, WACs, etc.) 20% TOTAL 100% Grade Conversion for Final Marks: Final Mark Numerical Equivalent Quality Point Equivalent A to 4.00 B B C C D F Below 70 Below 1.0 W Overcut Overcut (as of June 12, 2012) - 6 -

7 H. Classroom Policies/ Other administrative matters 1. Attendance will be checked every meeting. 2. The JGSOM dress code as well as the general rules and regulations regarding the use of school facilities, equipment, etc. shall be strictly enforced in the class. Violations will be sanctioned in accordance with rules and regulations of the School of Management. 3. Cell phones, laptops, PDAs, and other electronic devices must be either off or on silent mode while inside the classroom. No phone calls (incoming or outgoing); nor viewing, or sending of text messages shall be allowed during class. Violators cell phones, devices, or other gadgets shall be confiscated and they shall be asked to leave the classroom, and marked absent for the session. 4. As a policy, no make-up tests or quizzes will be given; latecomers risk not being allowed to take the tests or quizzes on days they are given. 5. Cheating, plagiarism, and any other form of dishonesty is not tolerated and shall be dealt with seriously in accordance with the rules and regulations of the Loyola Schools. (as of June 12, 2012) - 7 -