University of Alberta School of Business International Marketing 442
Fall 2018 Class Section A1 Instructor: Onita Blankenfeldt
Office: 4-20L
Email: [email protected] Office hours: By appointment Text
Global Marketing 9th Edition by Keegan & Green Course overview
International markets are so intertwined and interdependent that it is no longer possible for a firm to only consider domestic markets and domestic competition.
Even if a company decides to “stay local” they must have a proactive response to business opportunities and challenges. This course will examine the global economic and trade environment as well as how the marketing mix is impacted when a company decides to internationalize.
Grading & Exams
Exams will be based upon material from the textbook, additional assigned readings, and topics discussed in class. Exams will be non-cumulative.
There will be NO make-up midterm exam. If you miss one of the midterms (for a legitimate, documented reason) the weight will be redistributed over the other midterm and the final exam.
If you feel strongly that your grade on an exam is unfair, you have the right to appeal.
You must submit a written note stating the test item you are questioning and your rationale for the appeal. Such appeals must be submitted within two weeks in which grades for that exam are posted.
Midterm 1 – October 5, 2018 – 30 % Midterm 2 – Nov 9, 2018 – 30 % Final exam – December 12, 2018 – %
Academic honesty
Cheating and Plagarism: Cheating and plagiarism are serious forms of academic dishonesty at odds with the values of the University and will be dealt with severely.
The University of Alberta is committed to the highest standards of academic integrity and honesty. Students are expected to be familiar with these standards regarding academic honesty and to uphold the policies of the University. Students are particularly urged to familiarize themselves with the provisions of the Code of Student Behaviour (online at:
http://www.governance.ualberta.ca/CodesofConductandResidenceCommunityStan dards/CodeofStudentBehaviour.aspx and avoid any behaviour which could
potentially result in suspicions of cheating, plagiarism, misrepresentation of facts and/or participation in an offence.
Cheating is any deceptive or dishonest practice relative to any part of this course.
Examples of cheating include but are not limited to the following behaviours or attempts to do so: copying another person’s work; obtaining unauthorised assistance of any kind; Usage of unauthorized materials or unauthorized communication during exams; having someone take an exam in your place.
Plagiarism is the use of someone else’s language, ideas, images or other original material without referencing the source. This also applies to materials posted online or other student works. You will need to rewrite text/materials in your own words and properly reference materials. Text copied verbatim need to appear in quotes and needs to be referenced.
Academic dishonesty is a serious offence and can result in suspension or expulsion from the University.
Policy about course outlines can be found in s.23.4 (2) of the University Calendar.
Class Schedule
We will cover approximately one chapter per week. Additionally, there will be an article, or case assigned which expands upon materials discussed in each chapter.
My class notes and the additional readings will be posted on e class each week.
Week 1 – Sept 4-7 - Introduction and course outline review Chapter 1 – Introduction to Global Marketing
Week 2 – Sept 10-14 - Chapter 2 – The Global Economic Environment
Week 3 – Sept 17-21 - Chapter 3 – The Global Trade Environment Week 4 – Sept 24-28 - Chapter 4 – Social & Cultural Environments
Week 5 – Oct 1-5 – Midterm #1 & Chapter 5 – Political, legal & Regulatory Environments
Week 6 – Oct 8-12 - Chapter 6 – Global Information Systems & Market Research Week 7- Oct 15-19 - Chapter 7 – Segmentation, Targeting & Positioning
Week 8 – Oct 22-26 - Chapter 8 - Importing, Exporting & Sourcing
Week 9 – Oct 29- Nov 2 - Chapter 9 – Global Market Strategies: Licensing, Investment & Strategic Alliances
Week 10 – Nov 5-9 – Midterm #2 & Chapter 10 – Brand & Product Decisions in Global Marketing
Week 11 – Nov 12 -16 – Reading Week
Week 12 – Nov 19 – 23 - Chapter 11 – Pricing Decisions
Week 13 – Nov 26-30 - Global Marketing Channels & Physical Distribution
Week 14 – Dec 3-7 - Chapter 13 & 14 – Global Marketing Communications Decisions Final exam: December 12, 2018 @ 2pm