Main Content
Syllabus
MKTG 445 - Global Marketing (3) Role of international marketing in the global environment; political,economic, geographic, historical, cultural conditions; developing and implementing international marketing strategies.
Prerequisites: BA 303 or MKTG 301
Course Overview
This course focuses on the wide range of issues that face enterprises as they develop and execute marketing strategies and tactics designed to support business activities in markets outside their home country. This course deals directly with these issues as they apply to firms, which concentrate on a few markets closer to home, or on many markets throughout the world, including via the Internet. This course also deals with the important role played by governments in shaping the global marketing environment, including through trade policies, treaties and marketing supports. Students successfully completing this course also gain a greater understanding of the cultural, technological, economic, political and social environments which international businesses and global marketers face as they seek to expand their product and/or service offerings into other nations. Understanding this important part of the challenge facing international businesses and global marketers is achieved through the text, lessons, case analysis, and student group projects focused on specific countries, including both major trading partners of the United States and select emerging new markets. Online class discussions and activities are designed to help students explore these topics in greater depth. Although online, this is an interactive class and therefore, a portion of the grade each student achieves will be based on participation in the discussion board activities.
Course Objectives
Upon completion of this course, you will be able to:
- Recognize the complexities of market entry strategies and fundamental concepts unique to global marketing.
- Utilize techniques for analyzing culture, product pricing, distribution, and promotion strategies in a foreign market.
- Identify and utilize key sources of information for conducting global marketing research.
- Create a Global Marketing Plan.
- Recognize the importance of global marketing within a socially responsible and ethical framework.
Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements
For this course we recommend the minimum World Campus technical requirements listed below:
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
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| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements
Method of Instruction
This course is designed for on-line delivery; therefore, you have the full responsibility of keeping track of your class lessons, quizzes, and assignments (individual or team-based). In order to enhance the learning experience, I encourage you to share your knowledge and experiences with your classmates and me. Make sure that you submit your assignments by the deadline stated each week in the course schedule. Grading for class participation will be based on your participation in the discussion forums assigned for specific exercises, cases, as well as all team project assignments. Assigned readings are very important for your course preparation and serve as a reference to complete assignments. Some useful tips are:
- Be enthusiastic and maintain a positive attitude
- Submit quality work in terms of writing (i.e. spelling, grammar, vocabulary) and content (i.e. personal comments on the subject matters learned, applications and inclusions of concepts and theories from readings)
- Be creative, analytical and innovative in negotiation exercises such as role plays and film negotiation analysis
- Utilize the assigned readings
Written Assignments
Standard Format: should be written in Microsoft Word--double-spaced with one-inch margins.
References: Proper references MUST be given whenever a source is referenced using APA guidelines.
Exams: Midterm (80 Points) and Final (80 Points)
There will be two exams in this course: A Midterm and a Final. The midterm exam will consist of objective multiple-choice questions from the textbook. You will be asked to pick the best answer from among those presented. The midterm exam will sample about evenly from both the general concepts and the details presented in the text.
Similar to the midterm exam, the final exam will consist of multiple-choice questions. These questions will sample the textbook concepts covered after the midterm exam and will consist of about 80 questions. The final exam will not include any "repeat" questions asked on the midterm exam.
Both exams will have a two hour (120 minute) maximum time limit. Be sure to complete your exams within the allotted time.
Written Case Anaylsis (50 Points)
Case analyses are useful in providing you with practical experience in dealing with international marketing problems faced in the “real world.” This type of applied experience is vital in developing a complete understanding of the development, implementation, and modification of global marketing strategies. Appropriate preparations are expected for ALL CASES, including an individually prepared, a minimum five-page analysis of the case.
Although there is no one best way to analyze case studies, the following guidelines could be useful for case analyses.
- Read the case carefully—understand the facts and try to identify relevant information that are related to the problems/challenges in the case. Most of the time, these challenges are hidden, left unmentioned, or implicit.
- Identify significant environmental uncontrollable factors faced
- Identify key marketing mix components/strategic marketing management aspects
- Do a SWOT analysis of the firm
- Possible courses of action and their pros and cons
- Connection between case issues and course concepts
- Formulate a recommended solution and support your arguments
Answer the following five questions using the guidelines above as a guide:
- Why did Negroponte do what he did? Why was it necessary? Be sure to support your answer.
- What were the main marketing challenges and non-marketing challenges confronting OLPC?
- How well have they done in overcoming these challenges?
- What were the difficulties associated with marketing the OLPC to governments?
- With new competitors offering lower cost machines, what are OLPC’s strategic options?
Group Project: Global Products Roundtable (70 Points)
A difficult and much needed skill in global marketing is the ability to discover and to think about customers’ (consumers and organizations) needs in different cultures, to interpret those needs into products, and to market those products in ways that are meaningful to their target markets. In this exercise, you are asked to put yourself in the place of the foreign consumer, encountering your product for the first time. To do this, you need to select an ethnic group (or foreign customer) other than your own that you would like to study. Go to shopping areas (online or in-store) that specializes selling those products for that specific native/foreign customer group. Then follow the steps below in preparing your presentation:
- Describe the ethnic/foreign customers that you are studying (i.e., their characteristics, shopping habits, size, economic impact etc.)
- Select a product that you were unfamiliar with that this ethnic/foreign customers buy/use. Write down your first impressions of what you think the product is made of and what it is used for.
- What cues are there on the product? What information can you find? Did the store signs give you any information? What information would you want to know about this product as a consumer?
- Describe what section of the store you product is placed in (what products were near it).
- Interview store management, staff, or store clerk to find out what the product is.
- After finding out what the product is, consider whether or not the product would be marketable in the US. Place yourself in the role of the product manager who is searching for products to import to the US. Be prepared to describe why or why not you would want to proceed with this product (give pros and cons, tell if the product be standardized, adapted, or completely changed; discuss the types of data that you would want in order to make your presentation to management; if possible provide a photo or picture of the product).
Please include a PowerPoint presentation of at least 15 slides, using pictures of the stores items and why you think they are targeting a specific customer group.
The World is Flat Paper (120 points)
This is an individual project that involves responding to a series of questions based on the book. Due dates for each segment of the paper are shown in the course schedule. The paper should conform to APA 6.0 formatting and must have a title page and reference page. This paper should not be a regurgitation of the World is Flat; instead, it should be based on your analysis of the questions below based on what you have learned in this course. Each answer should be at least two pages in length. It is recommended that you start on this project early so you have enough time to critically analyze the content and construct a well-written response.
Chapters 2-3
1. Describe five of the flatteners and how they have affected your life. What flatteners do you believe do not apply to Global Marketing? Please support your answer.
Chapters 5-9
2. Friedman discusses free trade and the advent of the ‘new middle’. Describe in your own words five of the new middlers and how it will influence your future career.
Chapter 10
3. What do you think about Friedman’s assessment of culture’s role in a nation’s economic success? Why do you think he was so cautious when he raised the issue? Do you think Mexico has any chance for success in the flat world? Please support your answer.
Chapter 11
4.Pretend a firm offers a commodity product, such as milk, oil, or electricity, how would you apply Friedman’s rules to define itself?
Chapter 12-14
5. Friedman argues that some might reject a flat world because there are people who are “too sick,” “too disempowered,” or “too frustrated.” Can you think of other reasons that people or nations might reject the flat world?
Chapter 15
6. What are three of your favorite examples from the book (each example must be from a different chapter), and how do they apply to Global Marketing?
Class Participation (100 Points)
Students are expected to participate in online activities and discussions for each chapter review. Because of the importance of discussions in meeting the objectives of the course, students will be evaluated on the frequency and quality of their participation in these discussions. This evaluation will be based on the level of preparation for class discussion and student analysis and integration of the assigned materials. Students are expected to participate in the discussion board each week.
This means that you are to post a response to each discussion forum question and respond to at least four to five other class members. You want to participate more than just one day a week as others will respond to you and it is important to respond back to them as you can understand. You do not have to respond to each and every posting every week. I do find the more you participate in the discussion the more likely you are to be less confused and the better grade you earn. Just because you post a response to the discussion board does not give you full points. The post needs to be well researched, and extend on a point or class discussion. A post such as I agree with you, is worth little in the form of participation. Please refer to the discussion forum rubric to see how your participation and posts will be evaluated. The rubric is also located in the Activities folder (click "Activities" from the left menu). Your first post to the discussion board should be by 8:00 AM Thursday of each week.
Study Expectations
Senate Policy 42-23 states "for the average student, a total of at least 40 hours of work planned and arranged by the university faculty is required to gain one credit." That yields 120 hours for this 3-credit course. This averages to about 8 hours of preparation per week for this course. The workload of this course is based on this expectation. You will have to keep up with the work or you will quickly fall behind. Please email your instructor if you encounter difficulties with the workload.
Grading
Course grades will be based on exams, case report, group roundtable project, contribution and participation in discussion forums. Details are illustrated below:
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Mid-Term Exam |
80 points |
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Final Exam |
80 points |
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Global Products Roundtable (Points PowerPoint) Team-Based |
70 points |
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Participation: Discussion Questions (assessed at mid-semester and the last week of class) |
100 points |
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Written Report (World is Flat) |
120 points |
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Case Study |
50 points |
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TOTAL |
500 points |
Letter Grades will be based on the following Scale:
| Numerical Value | Letter Grade |
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| 93 and above | A |
| 90-92 | A- |
| 87-89 | B+ |
| 83-86 | B |
| 80-82 | B- |
| 75-79 | C+ |
| 70-74 | C |
| 60-69 | D |
| Below 60 | F |
Please refer to the University Grading Policy for Undergraduate Courses for additional information about University grading policies.
Late Policy
Assignments that are not submitted on time will be penalized 10% after the first day late, 20% after the second day, 30% after the third day, and after the fourth day, late assignments will not be accepted. Please be sure that you can access the drop box and upload your assignments before they are due. If you have a valid excuse e.g. a medical excuse that you can provide, the late policy will not be applied. Furthermore, be sure to read in the syllabus when the discussion forum posts are due (Thursday midnight each week).
If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
NOTE: All assignments are due at 11:55 PM (ET) on Sunday of the week assigned, unless otherwise noted.
Lesson 01: The Scope and Challenge of International Marketing
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Lesson 02: International Trade
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Lesson 03: Foundations of Culture
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Lesson 04: Cultural Dynamics in Assessing Global Markets
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Lesson 05: The Political and International Legal Environments
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The World is Flat
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Lesson 06: Global Marketing Research
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Lesson 07: Emerging Markets
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Midterm Exam
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Lesson 08: Regional Economic Integration
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Lesson 09: Global Marketing Management and Relationships
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Lesson 10: Developing Products for Global Markets
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Lesson 11: Exporting Mechanics and Logistics
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Lesson 12: Marketing Communications and International Advertising
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Lesson 13: Global Pricing and Negotiations
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Final Exam
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NOTE: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please see "Graduation" on the World Campus Student Policies website.
Please refer to the University Grading Policy for Undergraduate Courses for additional information about University grading policies.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please go to the Graduation Information on the My Penn State Online Student Portal.
Academic Integrity
According to Penn State policy G-9: Academic Integrity , an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity ). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and
personal integrity; respect other students' dignity, rights, and
property; and help create and maintain an environment in which all
can succeed through the fruits of their own efforts. An environment
of academic integrity is requisite to respect for oneself and
others, as well as a civil community.
In cases where academic integrity is questioned, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page .
Accommodating Disabilities
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Additional Policies
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.