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Effective: Late Fall 8-Week, 2017/2018

MKTG 410: Global Marketing

Course Description

Survey of current international marketing strategy including the historical context of global marketing and current environmental issues and marketing management techniques. Course meets Multicultural graduation requirement.

Prerequisite: MKTG 310

Proctored Exams: None



Syllabus Contents

Textbooks

Required

  • Kotobe, Mike. Global Marketing Management. 6th ed. John Wiley & Sons, 2014.
    • ISBN-978-1-118-46648-3

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.


Course Overview

Marketing and its practical applications in a world in transition is a dynamic and robust business discipline. Consider, for example, how we are currently communicating: what was once impossible is now common; what was formally fiction is now reality. In this course, we will consider how culture, socio-economic conditions, governmental intervention, and expanding technologies are changing the way world-class businesses market goods and services. We are truly becoming a "Global Village"; as such, we are compelled to develop skills that integrate global perspectives with the application of powerful marketing mechanisms.


Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.


Course Learning Outcomes

  1. Analyze and evaluate the global marketing environment to include regional economic integration.
  2. Assess international market opportunities.
  3. Contrast/compare global market entry strategies for industries and products.
  4. Evaluate the marketing mix and strategies for differing markets.
  5. Assess the future of global marketing.
  6. Critique case problems in global marketing.

Grading

Grading Scale
Grade Points Percent
A 450-500 90-100%
B 400-449 80-89%
C 350-399 70-79%
D 300-349 60-69%
F 0-299 0-59%
Grade Weights
Assignment Category Points Percent
Discussions 75 15%
Essays 200 40%
Quizzes 75 15%
Final Exam 150 30%
Total 500 100%


Schedule of Due Dates

Week 1
Assignment Points Due
Discussion 1 Initial Post and Responses 5 Wednesday/Sunday
Discussion 2 Initial Post and Responses 5 Saturday/Sunday
Week 2
Assignment Points Due
Discussion 3 Initial Post and Responses 5 Wednesday/Sunday
Discussion 4 Initial Post and Responses 5 Saturday/Sunday
Quiz 1 25 Sunday
Week 3
Assignment Points Due
Discussion 5 Initial Post and Responses 5 Wednesday/Sunday
Discussion 6 Initial Post and Responses 5 Saturday/Sunday
Essay 1 50 Sunday
Week 4
Assignment Points Due
Discussion 7 Initial Post and Responses 5 Wednesday/Sunday
Discussion 8 Initial Post and Responses 5 Saturday/Sunday
Quiz 2 25 Sunday
Week 5
Assignment Points Due
Discussion 9 Initial Post and Responses 5 Wednesday/Sunday
Discussion 10 Initial Post and Responses 5 Saturday/Sunday
Essay 2 50 Sunday
Week 6
Assignment Points Due
Discussion 11 Initial Post and Responses 5 Wednesday/Sunday
Discussion 12 Initial Post and Responses 5 Saturday/Sunday
Quiz 3 25 Sunday
Week 7
Assignment Points Due
Discussion 13 Initial Post and Responses 5 Wednesday/Sunday
Discussion 14 Initial Post and Responses 5 Saturday/Sunday
Essay 3 50 Sunday
Week 8
Assignment Points Due
Discussion 15 Initial Post and Responses 5 Wednesday/Saturday
Essay 4 50 Saturday
Final Exam 150
Total Points 500

Assignment Overview

Discussions

If a brand, product or industry example is to be used in the answer to the question, put the name of the product or industry in the subject line. A brand, product, or industry may be used only one time for each question. Students selecting “duplicate brands, products, or industries” will receive a zero (0) grade for the assignment.
Format: Subject lines for all discussions should include the following:

•    Week #
•    Discussion #
•    Discussion Topic
•    Product/Service and/or Topic that you are covering

This information will allow your classmates to determine if an item has already been chosen for discussion, as many of our assignments will require unique topics for each student.

Answers for discussion postings should be copied and pasted in the body of the discussion section, not submitted as attachments. Discussion postings submitted as attachments will receive a "0".

A minimum of 2 responses per discussion topic is required in addition to answering any question the instructor may pose to you.

Credit will not be given for responses if no assignment is submitted.

If you have questions about a specific assignment, please post your question/problem under the General Questions topic in the Discussions area.


Essays

There are four assignments to be completed in essay form. For each essay, you are expected to write a paper in response to the questions posed at the end of the assigned discussion question. Answers to the questions should be complete (approximately 200-400 words in length each) and the decisions that you provide should be supported by literature evidence (internal citations) and Work Cited sheet that follows MLA form and style. Grading will be based on the quality of your response as well as the quality of your writing (see Grading Criteria). These assignments should be posted to the dropbox by Sunday night of the assigned week.


Quizzes and Exam

There will be 3 quizzes and a final exam over the reading material in the course. The quizzes and final exam will be multiple-choice and open-book. The quiz questions come from the textbook author's question library. Quizzes have a 60-minute time limit with only one attempt allowed.  Read and study the chapters before you take the quiz.



Course Outline

Click on each week to view details about the activities scheduled for that week.

Week 1: Globalization Imperative
Readings

Chapter 1

Discussion 1 Initial Post and Responses

Introduce yourself in the "Introductions" thread of our class discussion. Please give us more than your name. Include your profession, hobbies, interest in marketing or management, and any other information that can help us get to know you.

Review the Plagiarism Tutorial located in the course Content area. After reading the tutorial, complete the Plagiarism Quiz located in the course Quiz section. You will not be able to join Discussion 2 until you have done so.

Discussion 2 Initial Post and Responses

Why is it necessary for managers to understand global marketing issues? How would this apply to your current job or one that you are seeking (or preparing for after graduation)?

Week 2: Global Marketing Environment I
Readings

Chapters 2-3

Discussion 3 Initial Post and Responses

Using the internet, find three companies that would be classified as multinationals (MNC's).  Please explain what information you obtained that led you to that conclusion. Remember this appraisal should be based on what you found not what you think (or previously thought). Some examples can be found in the Links section of the Course Content area, or you are free to locate them on your own. Do not use companies that have been used by other students.

Discussion 4 Initial Post and Responses

Pick three consumer products of your choice. Illustrate the difficulties faced by the international marketer with respect to fluctuating exchange rates. Using the rationale presented in your chapter, show how rates between currencies might adversely affect the sale of your products. The currencies that you should use for your illustration should include: (a) the Mexican peso, (b) the British pound, (c) the Japanese yen, and (d) the euro. What strategies might you employ to prevent fluctuating currencies from affecting the sale of your product? Hint: You might use the Big Mac chart as a format for constructing your example (See Exhibit 3-2). Do not use products that have been used by other students.

Quiz 1

Quiz 1 covers chapters 1-3. This is an open-book test, covering material from the textbook and class discussions. There will be 25 multiple-choice questions. You will have 60 minutes to complete the quiz, with only one attempt allowed. The quiz will be available Friday through Sunday of Week 2.

Week 3: Global Marketing Environment II
Readings
Chapters 4-5
Discussion 5 Initial Post and Responses
Using the internet, find and report on a company that is using any of the “Elements of Culture” presented in the text in their marketing efforts. Make a determination of which elements are being used in each case and report your findings to the class with documentation of the usage. Some company examples can be found in the Links section of the Course Content area, or you are free to locate one on your own. Do not use a company that has been used by another student.
Discussion 6 Initial Post and Responses
Pick a country of your choice and demonstrate what type of legal or political information you would have to collect to be able to advertise a product within the country. You may pick any kind of product for your example and you may consider any media form for promotion. Now that you have decided what type of material you might need to have to be able to promote your product, tell how you would go about finding the information. Be sure to be specific in your suggestions. Do not use products that have been used by other students.
Essay 1

Discussion Question 1: Asia's Youngsters Mimic American Trends (Page 126).

For this essay, you are expected to write a paper in response to the questions posed at the end of the assigned discussion question. Answers to the questions should be complete (approximately 200-400 words in length each) and the decisions that you provide should be supported by literature evidence (internal citations) and Work Cited sheet that follows MLA form and style. Grading will be based on the quality of your response as well as the quality of your writing (see Grading Criteria). These assignments should be posted to the dropbox by Sunday night.

Week 4: Development of Competitive Strategy
Readings
Chapters 6-8
Discussion 7 Initial Post and Responses
Take a product of your choice. Then pick four international countries and describe the various market segments that might be present for your product. Try to be specific in your analysis of the segments. In addition to presenting your findings, describe where you found your data and how you made your conclusions. Do not use a product that has been used by another student.
Discussion 8 Initial Post and Responses
Go to the Brand Channel’s Brand Papers website using the link found in the Links section of the Course Content area and investigate 2-3 products of your choice. Cite the products you studied, indicate what type of information might be available on this site and the products’ position relative to competition.
Quiz 2
Quiz 2 covers chapters 4-8. This is an open-book test, covering material from the textbook and class discussions. There will be 25 multiple-choice questions. You will have 60 minutes to complete the quiz, with only one attempt allowed. The quiz will be available Friday through Sunday of Week 4.
Week 5: Global Marketing Entry Strategies
Readings
Chapter 9
Discussion 9 Initial Post and Responses
Using any of the recognized search engines such as Yahoo or Google, find information on international franchising opportunities. Once you have found a franchising opportunity, collect data (franchise fees, working capital, equipment, initial inventory, royalties, etc.) and report your findings to the class. Do not use a franchise that has been used by another student.
Discussion 10 Initial Post and Responses
Using the franchise you have selected, answer the following questions: Would your chosen opportunity make a good investment? How difficult would it be to pursue the opportunity? Were you able to get all the information that you needed by using the Internet? What might be your chances of success with this opportunity?
Essay 2

Discussion Question 6: Starbuck's Global Expansion (Page 299)

For this essay, you are expected to write a paper in response to the questions posed at the end of the assigned discussion question. Answers to the questions should be complete (approximately 200-400 words in length each) and the decisions that you provide should be supported by literature evidence (internal citations) and Work Cited sheet that follows MLA form and style. Grading will be based on the quality of your response as well as the quality of your writing (see Grading Criteria). These assignments should be posted to the dropbox by Sunday night.

Week 6: Global Marketing Strategy Development Part I
Readings
Chapters 10-12
Discussion 11 Initial Post and Responses
Chapter 12 lists six drivers of foreign market pricing. Go to the website of the World Trade Organization (using the link found in this week's Discussion Links section of the course Content area) and examine issues that relate to international pricing. Pick one that relates to the subjects covered in this week's readings and report your findings to the class. Do not use a topic that has been used by another student.
Discussion 12 Initial Post and Responses
Visit one of the company websites found in this week's Links section of the course Content area (or locate a company on your own that does business globally). Review that company's procedures, policies, or ideas on international pricing. Report your findings. Do not use a company that has been used by another student.
Quiz 3
Quiz 3 covers chapters 9-12. This is an open-book test, covering material from the textbook and class discussions. There will be 25 multiple choice questions. You will have 60 minutes to complete the quiz, with only one attempt allowed. The quiz will be available Friday through Sunday of Week 6.
Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Week 7: Global Marketing Strategy Development Part II
Readings
Chapters 13-16
Discussion 13 Initial Post and Responses
Review AdAge.com (using the link found in this week's Discussion Links section of the course Content area) or a website of your choice, and report on an award-winning or popular commercial. Examine various commercials and their reported content, and comment on why you think the one you chose might have won (or been designated as being award winning or very popular). Was there anything that the commercials had in common? If so, what? Did the commercials seem to be standardized or adapted?. Do not use a commercial that has been used by another student.
Discussion 14 Initial Post and Responses
Review the advertisements in your local newspaper, magazines, Groupon, or any pop-ups on your computer, etc. Identify a product that you perceive to be a deal that “is too good to be true.” These deals are probably examples of potential gray markets (flea markets are also common places for the gray marketer). Compare a “great deal” product against the same product sold by authorized dealers. Look at the product, prices, seller reputation, and then report your findings, make a determination about the gray market. Do not use a product that has been used by another student.
Essay 3

Discussion Question 4: Gray Markets (Page 521)

For this essay, you are expected to write a paper in response to the questions posed at the end of the assigned discussion question. Answers to the questions should be complete (approximately 200-400 words in length each) and the decisions that you provide should be supported by literature evidence (internal citations) and Work Cited sheet that follows MLA form and style.  Grading will be based on the quality of your response as well as the quality of your writing (see Grading Criteria). These assignments should be posted to the dropbox by Sunday night.

Week 8: Managing Global Operations
Readings
Chapters 17-20
Discussion 15 Initial Post and Responses
Select a multinational corporation (using the links found in this week's Discussion Links section of the course Content area, or find one on your own). Prepare a brief report identifying their global brand management processes, organization structures and global marketing operations. Summarize and conclude your findings. Do not use a corporation that has been used by another student.
Essay 4

Discussion Question 1: SME's (Page 596)

For this essay, you are expected to write a paper in response to the questions posed at the end of the assigned discussion question. Answers to the questions should be complete (approximately 200-400 words in length each) and the decisions that you provide should be supported by literature evidence (internal citations) and Work Cited sheet that follows MLA form and style. Grading will be based on the quality of your response as well as the quality of your writing (see Grading Criteria). These assignments should be posted to the dropbox by Saturday night.

Final Exam

Final Exam covers chapters 13-20. This is an open-book test, covering material from the textbook and class discussions. There will be 75 multiple-choice questions. You will have 180 minutes to complete the quiz, with only one attempt allowed. The quiz will be available Friday through Saturday of Week 8.



Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism

Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

Late work is strongly discouraged. For serious emergencies, your instructor will decide whether your late work may be accepted for full or reduced credit. E-mail your instructor the information about your emergency and request approval to make up the assignment, quiz, or exam. For late work make-up which is not emergency-based, you should request approval BEFORE the final deadline. Your instructor may impose the late penalty stated in the course grading rubric.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.


Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.


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