INTERNATIONAL MARKETING MANAGEMENT (IBM 4141.

E01 Summer 2021)

Instructor:                  H. Erkan Ozkaya, Ph.D

Email:                         ozkaya@cpp.edu
Office:                        Online
Office Hours:             Fridays 10:00am – 11:00am

COURSE DESCRIPTION

The course challenges you to think critically about global competition. As such,
learning of terms and concepts is not sufficient; you are preparing to potentially
work in the management of business in global markets. Emphasis is placed on
global operations of companies. Specifically, the course is designed to provide
you with (a) familiarity with the problems and perspectives of marketing across
national boundaries and with those within foreign countries; (b) insight into
environmental perspectives of doing business outside the home country; (c)
analytical ability to make marketing decisions facing all firms (exporters,
licensor/licensee, joint venture firms, firms with overseas subsidiaries) engaged
in business outside the United States; (d) comprehension of the interfaces of
marketing with other business functions, particularly with R&D and
manufacturing, and (e) knowledge of tools and practices for structuring and
controlling marketing programs on a global basis.

COURSE OBJECTIVES

 To introduce the nature and scope of international marketing.

 To facilitate decision making related to the environments facing the
international marketer.
 To master the functions, duties and responsibilities of international
marketing management.
 To expose the national trade data bank and other research sources, and
methods in international marketing.
 To develop the student’s ability to communicate effectively.

COURSE STRUCTURE
The professor will offer lectures on relevant material, which you are expected to
attend and study diligently. The book chapters will be supplemented by case
studies. The link for the case studies and the discussion questions will be posted
on blackboard before class. Discussion will play an important role in using
implementing the course content on case studies. You are also encouraged to
keep up with international current affairs and their implications for businesses, as
this enriches class discussion.

REQUIRED TEXT
INTERNATIONAL MARKETING MANAGEMENT (IBM 4141.E01 Summer 2021)

Global Marketing, 9th Edition, Warren J. Keegan, Mark C. Green, ISBN-13: 978-

0134129945, ISBN-10: 0134129946.

REQUIRED CASES:

To purchase and download 8 cases use the following link:

http://cb.hbsp.harvard.edu/cbmp/access/72411463

EVALUATION

Quizzes Participation
25% 25%

Exam 1 Exam 2
25% 25%

Grading Scale:
Letter Grade Percentage
A 93% to 100%
A- 90% to 92.9%
B+ 88% to 89.9%
B 83% to 87.9%
B- 80% to 82.9%
C+ 78% to 79.9%
C 73% to 77.9%
C- 70% to 72.9%
D+ 68% to 69.9%
D 63% to 67.9%
D- 60% to 62.9%
F Below 60%
INTERNATIONAL MARKETING MANAGEMENT (IBM 4141.E01 Summer 2021)

 The grades will be uploaded on blackboard weekly thus you should check
your grades every week.
 It is your responsibility to check your grade weekly and inform the
professor if your grade is posted incorrectly.
 Any grade change requests will be denied a week after the “grades
posted” notification email.
 Any requests to change quiz and participation scores will be denied at the
final’s week and thereafter.

Netiquette
Netiquette refers to the behavior that you are expected to follow when
communicating online. It covers both common courtesy in an online
environment and the informal ground “rules” for navigating in cyberspace. For
this course, you are asked to follow these basic guidelines:
 When writing an email to your instructor, include the class name and
section, along with a description, in the subject line. For example: IBM
416: Group Project
 Use your university email address.
 Use a signature with your full name at the end of your emails.
 Remember that slang can be misunderstood or misinterpreted – use your
“academic” voice. pls dnt use txt lang when sending messages.
 Be aware of your tone and avoid sentences typed in all caps – it implies
online “screaming” or “shouting.”
 Do not send angry messages known as “flaming.”
 Do not use offensive language.
 Be sensitive to those with cultural and/or linguistic backgrounds, as well as
different political and religious beliefs.
 Respect different views and opinions.
 Provide constructive feedback and use good judgment when composing
responses to your classmates.
 Be professional and use good grammar and spelling. Consider using a
text editor to check for spelling and grammar before pasting it into an
online submission.

Exams
There will be two online multiple-choice exams. Each exam includes materials
covered in the textbook, in-class lectures, and any additional material made
available throughout the quarter such as articles and videos. The Exam 2 is
cumulative, so for this exam, you will be responsible for the topics covered
throughout the quarter. Each exam makes up 25% of your total grade. Two
exams in total make up 50% of your total grade. No makeup exams are given.

Participation
INTERNATIONAL MARKETING MANAGEMENT (IBM 4141.E01 Summer 2021)

In addition to counting for 25% of your total grade, participation in discussion

papers are essential for the class to be value-adding. The discussion questions
will be posted on Canvas.
Discussion paper format:
 Microsoft Word document with at least 600 words
 It should contain all of the answers to the discussion questions
 It should be submitted before in-class session
The deadlines to submit the participation paper are stated on Canvas. Late
submissions will not be graded (in other words will receive zero).

Quizzes
There will be an online quiz each week. No makeup quizzes are given. All the
quizzes combined make up 25% of your total grade. The quiz questions will be
based on the chapters and case studies.

CLASS POLICIES
 No extra-credit assignments are available on an individual basis.
 Cheating and plagiarism (including falsifying records, contracting others to
write assignments, copying word for word without providing appropriate
references, etc.) will result in a failing grade for the course.
 Final course grades are final. Unless there is an arithmetic error, grades
will not be changed.
 No Incomplete of Deferred grades will be given.

STUDENT ACCESS
“Cal Poly Pomona, as a learning-centered university, is committed to student
success. Students with disabilities are encouraged to contact me privately or to
visit the Disability Resource Center (909-869-3333, Bldg 9, Rm 103) to
coordinate course accommodations.”

ACADEMIC HONESTY
Cheating During Exams - Exam cheating includes unauthorized "crib sheets",
copying from another, looking at another student's exam, opening books when
not authorized, obtaining advance copies of exams, and having an exam
regarded after making changes. Exam cheating includes exams given during
classes, final exams and standardized tests such as the Graduate Writing Test
and Math Diagnostic Test.
The instructor is encouraged to report each instance of academic dishonesty to
the Director of Judicial Affairs. In addition to reporting each instance, each
instructor shall address the problem in the narrow context of the individual class.
Any form of academic dishonesty in class could result in a failing grade for the
assignment related to the instance or in a failing grade for the class.
(Source: California State Polytechnic University, Pomona Catalog 2009 - 2011,
Page 57) (http://dsa.csupomona.edu/judicialaffairs/academicintegrity.asp)

Tentative Schedule
INTERNATIONAL MARKETING MANAGEMENT (IBM 4141.E01 Summer 2021)

Date Topics
 Chapter 6: Global Information Systems and Market Research
 HBR Case Study: Montgras, Quiz 1
 Chapter 7: Segmentation, Targeting, and Positioning
June 2-10  HBR Case Study: Espresso Lane, Quiz 2
 Quizzes are due on June 10 11am

 Chapter 10: Brand and Product Decisions in Global Marketing

 HBR Case Study: Sony, Quiz 3
 Chapter 9: Global Market Entry Strategies: Licensing, Investment, and
June 11-17
Strategic Alliances
 HBR Case Study: WineInStyle, Quiz 4
 Quizzes are due on June 17 11am
June 18 Exam 1
 Chapter 11: Pricing Decisions
 Case Study: Lenovo, Quiz 5
June 18-24  Chapter 13: Global Marketing Communications Decisions I
 HBR Case Study: Zappos, Quiz 6
 Quizzes are due on June 14 11am
 Chapter 14: Global Marketing Communications Decisions II
 HBR Case Study: NFL-UK, Quiz 7
June 25-July 1  Chapter 15: Global Marketing and the Digital Revolution
 HBR Case Study: Amazon, Apple, Facebook, and Google, Quiz 8
 Quizzes are due on July 1 11am
July 6 Exam 2

Note: Every effort will be made to keep this schedule, but amendments can be
made at any time at the instructor’s discretion. Changes will be announced in
class. Students not attending class are responsible for obtaining this material.