Susan Saurage-Altenloh, PhD

Syllabus Design

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In designing this online course syllabus, my focus was on providing a comprehensive understanding of international marketing while emphasizing the significance of cultural differences in shaping marketing strategies. My goal is to equip students with the analytical tools necessary to assess global market opportunities and devise effective strategies. Throughout the course, I am dedicated to fostering critical thinking and problem-solving skills, aligning with my commitment to clarity and scholarly writing tone. With as deep commitment to ethical behavior, as reflected in the course policies, I provide formative feedback to help students refine their analysis and understanding. My mission is to prepare students for roles requiring interdisciplinary understanding and strategic thinking in today's interconnected business landscape, reflecting my dedication to leadership, organizational behavior, and the development of a growth mindset.

COURSE SYLLABUS | INTERNATIONAL MARKETING

Course Information

COURSE DESCRIPTION AND PURPOSEThis course explores the complexities of marketing in international contexts, with a special focus on the challenges posed by cultural differences. It aims to equip students with the analytical tools needed to assess global market opportunities and devise effective strategies. By delving into the cultural variables that shape consumer behavior and market dynamics, the course prepares students to navigate and excel in today's interconnected business landscape.

Course Learning Outcomes

Upon completion of this course, students should be able to:

Analyze and interpret key concepts and theories in international marketing to discern their implications in current and emerging global environments.
Categorize and evaluate the characteristics of major and emerging international marketplaces, explaining their significance in the global economy.
Examine and articulate the role of cultural dimensions in shaping marketing strategies and consumer behaviors in international contexts.
Critically assess the influence of political and legal factors on international marketing strategies, providing evidence-based arguments for their implications.
Research and characterize an emerging market by identifying its key features and attributes, and explain its potential impact on global marketing trends.
Design and implement marketing strategies using neoclassical marketing mix variables to either establish or expand market share, optimize production, and set appropriate pricing mechanisms in an international setting.

Mission and Outcomes

UNIVERSITY / COLLEGE / DEPARTMENTAL GOALSThe mission … This course aims to cultivate expertise in subject matter, develop problem-solving capabilities, and foster skills for identifying global market opportunities. It underscores the integral role of marketing within business organizations, highlighting its influence on finance, human capital management, and information technology. By examining marketing's impact on organizational structure and functional units, the course prepares students for roles that require interdisciplinary understanding and strategic thinking in a global business environment.

Learning Resources

REQUIRED COURSE TEXTCzinkota, M., & Ronkainen, I. A. (2022). International Marketing (11th ed.). South-Western Cengage Learning. ISBN: 978-0357445129 A VitalSource e-book version of this title will be made available through Blackboard when you receive access to this course.

Instructor Information

Please see About Your Professor link in course room ….Email: ssauragealtenloh@gmail.com Phone: 832.444.0768Office Hours: 11:00am - 9:00pm, Monday – SaturdaySchedule a Consultation: https://calendly.com/susan-saurage-altenloh

Topical Outline

Please be aware that the course schedule may be adjusted in response to the class's pace and engagement with the material.

Week 1 focuses on the driving and restraining forces that shape the value of global marketing and the major determinants of global market potential and opportunity. The module includes in-depth exploration of social and cultural mores using Hofstede’s cultural dimensions.Week 2 addresses the influence of different cultures on local reaction to brands or products. Additionally, diverse political, legal, and regulatory environments provide processes and guidelines that define and guide numerous aspects of conducting business. Part 1 of the project involves a multifaceted exploration of global environmental drivers, international trade frameworks, cultural influences, and economic, political, and legal contexts.Week 3 identifies the information and insights resources critical to analyze and understand a market’s various dimensions to successfully position a brand among the target customer population. Activities focus on understanding the complex political, environmental, economic, and social factors that articulate a market.Week 4 examines the intricate policies, tariff systems, import/export considerations, and other factors that are considered when making sourcing decisions. It also addresses the efficacy of alternative market-entry strategies and stages, market segmentation, strategic planning, and implementation frameworks.Week 5 expands on strategic alternatives that undergird the global product planning process, target market needs, and basic elements of the successful global marketing strategy for products. The module explores how to evaluate local, international, and global products and brands and constructing an effective marketing mix tailored to target markets and overarching business strategy.In addition to analyzing the application of different pricing strategies, objectives, and concepts, Week 6 examines business channels and international transportation modes and their relevance to global expansion.Week 7 explores the nature, marketing dimensions, and challenges of social media in international communications. Students consider the overarching roles that leadership, social networks, and CSR play in the field of international marketing. This offers a holistic approach to understanding how marketing decisions intersect with larger organizational and societal objectives.Week 8 clarifies the responsibility of international marketers to society, the role of marketing leaders on the global landscape and the value of corporate social responsibility for sustainable success.

Participation

The course week starts every Monday and concludes on Sunday, with the exception of the final week, which ends on Friday. For optimal learning, plan to interact with the course material at least three times a week and allocate 10–12 hours weekly for this course. Should any questions or challenges arise, students are encouraged to proactively consult their course instructor, who is committed to facilitating a supportive learning environment.

Assessment of Learning

Students are responsible for completing the following:

A four-part course project consists of four assignments to be refined into a single final report and PPT. Each part of the project is designed to align closely with the course learning outcomes, offering a well-rounded, progressive educational journey in international marketing. Assessment will be criterion-based and will gauge the comprehensiveness of the strategy, the depth of critical thinking, the effective incorporation principles derived from weekly resource materials, and the scholarly tone of the writing. Formative feedback will help refine the quality of analysis and understanding.
Two case studies: Assessment will focus on the depth of analysis, application of conceptual frameworks, and quality of evidence-based arguments.
Two application exercises are designed to help apply the information in the chapters and readings. Answers are evaluated on how well the student applies concepts and answers all parts of each question.
Weekly discussion questions to develop critical thinking about materials in the chapters, readings, videos, and links. Initial posts are assessed based on response to instructions. Responses to two other learners should address their post and expand on it using alternative ideas or questions.

Grading Scale

Policies

[Includes drops, incompletes, ADA, FERPA, grievance, email]

Late Work and Assessment Policy

Late work will be penalized. Students should not miss any assessments…Missing an assessment without giving prior notice will result in a zero for that test, with no makeup.

Academic Integrity Policy

This course is committed to upholding the highest standards of academic integrity. Students are expected to produce original work and give appropriate credit to sources used in assignments, projects, and discussions. Plagiarism, cheating, and other forms of academic dishonesty are not tolerated and may result in disciplinary actions as outlined by university policy. Adherence to academic integrity not only reflects respect for the educational process but also ensures a fair and equitable learning environment for all.

Student Evaluation of Instructor

Students will complete faculty and course evaluations as regularly administered by the University.

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