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AMDG

COURSE SYLLABUS

Course Number: MKT 171X Title: INTERNATIONAL BUSINESS OPPORTUNITIES

Department/Program: Marketing and Law School: John Gokongwei School of Management
Semester: 1st Semester School Year: 2012 - 2013 Instructor: Manuel R. Batallones

A. Course Description
A study of foreign markets, domestic capabilities, competition, shipping alternatives, raw material supply
situation, incentive plans, credit availability, and imports to support export development and
diversification.The course pre-requisites are: Mkt 101 or Mkt 102.
B. Course Objectives
The Course aims to provide students with a better understanding of the dimensions in international
business, familiarize them with the technical aspects in assessing and identifying business opportunities in
the light of increasing competition in world markets, and appreciation of the implications of globalization to
business and the enterprise particularly small and medium export oriented enterprises. The emphasis of the
course is on exports. Practical examples taken from local and foreign experiences will be used to illustrate
and highlight the areas covered in the course.
C. Course Outline

I. International Trade: Theory and Applications

A. Theoretical Aspect B. Applications

1. Theory of Absolute Advantage 1. Tariff Barriers

2. Theory of Comparative Advantage 2. Non-tariff Barriers
3. Other Theories on Trade 3. Motives for Trade
4. Motives for Protectionism
II. International Business Environment

A. Cultural Dynamics D. Legal Aspects

B. Political Considerations E. Financial Framework
C. Economic Dimensions

III. Philippine Export Experience

A. Export Performance B. Export Issues and Problems

1. Trends of Exports
2. Direction of Trade C. Export Prospects
3. Composition of Exports
4. Performance of SME’s

IV. Assessing Capabilities and Potentials

A. Identifying Trade Opportunities C. Assessing Export Industries
B. Analyzing Domestic Capabilities 1. Industry Structure
1. Raw Material Availability/Sourcing 2. Export Performance
2. Efficiency of Linkages 3. Issues and Problems
3. Access to Technology 4. Potentials and Prospects

V. Appraising Foreign Markets

1. A. Market Size and Growth Trends D. Competition
2. B. Market Structure and Segments E. Potentials and Prospects
3. C. Product Definition and Scope

VI. Business Considerations

A. Marketing Plan C. Organization Strategy
B. Financial Requirements D. Strategic Options

VII. Finals

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Presentation of a Non-Traditional Export Product Paper that synthesizes lessons learned from the
course. The selected non-traditional export product shall be subject to prior approval. Students are required
to select the non-traditional export product of their choice early in the course to ensure ample time for
research work and activities, such as, a visit to an export-oriented enterprise. Each Group is required to
submit its respective Non Traditional Export Product Paper prior to its finals presentation.

D. Course Timeframe -

Session Class Topics Cases/Assignments Readings

1 Course introduction. Course description and objectives, -----

contents, requirements and timeframe; textbooks and
readings; grading system; classroom rules and policies:
consultation hours.
Introduction to International Business: its definition &
modes of international businesses.
Definition of traditional and non-traditional export
products.

2 Introduction to International Business; (con’t), reasons Globalization of Prof IB: Ch 1;

for engaging in international business; external Sports (All Groups to
influences on international business; Present)
Continuation of discussion on non-traditional export
products
Definition of small and medium exporters in the
Philippines, nature of small & medium exporters
(SMEs),

3 The cultural environments facing international business Disney Theme Parks IB : Ch 2

-- behavioral practices affecting int'l business, cultural
needs in int'l business. Euro Disneyland (IM)

Continuation of the discussion on small and medium Beyond Tokyo:

exporters and preliminary selection/short listing of non- Disney’s Expansion in
traditional export products. Asia (IM)

4 The legal and political environments affecting int'l Saudi Aramco IB: Ch 3
business -- political systems, political ideologies, legal
environment.
Finalize the selection of non-traditional export products
for each group

5 The economic environment – International economic Business in China IB; Ch 4

analysis, elements of economic environment, features
of an economy, integrating economic analysis
Globalization and Society – Evaluating the impact of TBA
FDI, economic impact of MNE, ethical behavior and IB; Ch 5
environmental issues, ethics and bribery….
6 Philippine trade; export performance, trends, Handout
composition, and direction. Philippine trade policies Materials
from the 50's to the 90's

7 Long Test No.1

8 Theories on International Trade; Trends in world trade; TBA IB: Ch 6

Motives for Exporting.
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9 Government influence on trade; rationale for TBA IB: Ch 7

government intervention, forms of trade controls, export
promotion vs. Import substitution

10 Foreign Exchange -- terms and definitions, FX market, Game on FX Trading IB: Ch 9

exchange restrictions, use of FX,

11 Determination of Exchange Rates -- the international Continue FX Game IB: Ch 10

monetary system, forecasting exchange rate
movements, implication of exchange rate changes

12 Export market and product research and appraisal; Pearl 2 Reports on IB Ch 12

methods of research; sources of information and Selected Export
reference materials. Products

13 Continuation of topics on Export market and product Country Selection IB CH 12

research and appraisal; methods of research; sources based on WB Doing
of information and reference materials Business Reports

14 Introduction to trade finance, terms used in trade Group Exercise IB: Ch 13

finance, methods of payment, trade and export
financing; and export loan guarantees and insurance,
types of risks.

Export Procedures: types of shipment, shipping terms, Group Exercise

shipping documents, other export documents.

15 Marketing Globally, marketing strategies, pricing policy, The Story of Air Asia IB Ch 16
promotions, distribution, managing export marketing (IM)
mix
16 Long Test No. 2
Consultations on Export products

17 Finals: Presentation on Non-traditional Export Product All Groups

D. Required Reading

International Business, Environments and Operations, 11th Edition, John O. Daniels, Les H.
Radebough, Daniel Sullivan, Addison-Wesley Publishing Co., 2007. (Code IB)
Other reading materials and references will be announced in class and copies may be provided.
F. Suggested Reading

International Management - Culture, Strategy, and Behavior (5 ed) by Richard Hodgetts and Fred Luthans,
McGraw-Hill, 2003. (Supplemental Reading). (Code: IM)

Other reference materials to be announced in class.

G. Course Requirements

Class Participation 20%

Quizzes and Individual Assignments and Seatwork 20%
Cases and Group Exercises (Group Work) 20%
Long Tests (2) 20%
Finals – Submission of and Group Presentation on a Non- 20%
traditional Export Product as previously approved. The
group paper represents 50% of the Finals grade.

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H. Grading System

A 3.76 – 4.00 92 – 100

B+ 3.31 – 3.75 87 – 91
B 2.81 – 3.30 83 – 86
C+ 2.31 – 2.80 79 – 82
C 1.81 – 2.30 76 – 78
D 1.00 – 1.80 70 – 75
F Below 1.00 Below 70

I. Classroom Rules
1. School and department policies and regulations governing class attendance, excused
absences and make-up work (i.e., quizzes and assignments) shall be observed in this class.
Dishonesty in all forms will be severely penalized. This includes cheating and plagiarism.
2. All group members should be present and participate actively during the group’s presentation.
A group will not be allowed to make a group presentation if any member is absent during the
presentation. Presentation papers should be submitted before the group makes its
presentation.

3. Case analyses, assignments, reports should be typed in short bond paper, double space and
submitted on due date.

4. Students are required to observe proper decorum in class at all times; such as, maintaining
silence during class, seeking permission to step out of the room during class hours, etc.

5. A student who fails to take a quiz or test shall not be allowed to make-up.

6. Students are to dress in a manner prescribed by the JG School of Management.

7. Eating and drinking are not allowed inside the classroom.

8. Cellphones, laptops, tablets, and other electronic gadgets should be turned off while in class.

J. Consultation Hours: By appointment after class on Saturdays.

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