Faculty of Business Administration, Law and Social Sciences

Post-Graduate Studies

International Master’s Program in Business

Majoring in International Business
Academic Year: 2020-2021

COURSE SYLLABUS

I. COURSE INFORMATION
Lecturer : SOM MUNY (B.Ed-TEFL, MEFP, MPA, Ph.D-BA Cnd)
Email : som.muny@yahoo.com
Phone : 01745 77 34
Course Code : MKT502
Course Title : International Marketing
Main Textbook : International Marketing by Sak Onkvisit , and John Shaw
Year/Semester : Year 1/Semester 1
Credit/Hours : 3/45hrs
Course Coordinator : -------------------------------------

II. COURSE DESCRIPTION

This course will equip students with the tools and terminology to explore and understand marketing practices in a
global environment. Putting yourself as an international marketing manager, you will learn the scope and
challenge of international marketing, the dynamic environment of international trade, the culture, political, legal,
and business systems of global markets, the global market opportunities and finally, the ways to develop global
marketing strategies. Students will also learn to develop a formal analytic framework of decision-making based on
recent developments in the field of International Marketing through the group project and case studies. This course
is designed to provide students with the latest understanding of global issues, disciplines, competitions and the
necessary skills in making strategic decisions based on a global perspective.

III. COURSE LEARNING OUTCOMES

By the end of this course, students will be able to:

Knowledge
• Understand the increasing importance of global awareness
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 • Understand the marketing products and services across cultures
• Understand the political risks of global business
• Understand the importance of sales / distribution
Skills
• Assess global market opportunities
• Apply culture to decision making
• Obtain the language of international marketing
• Implement global marketing strategies
Attitude
• Practice the understanding of ethical issues in building a business
• Practice BELTEI IU Core Values
• Practice academic honesty
• Practice respect for peers and instructors

IV. COURSE OUTLINE

(Extra)
Week/
Contents Description/Themes Teaching Methods Teaching/Reading Miscellaneous
Session
Materials
- Course orientation - Greeting
- The Scope and Challenge of - Lecture
International Marketing - Discussion with
- The benefits of international Q&A
markets
Chapter 1
- The scope of the
1
international marketing task
- The importance of the self-
reference criterion in
international marketing
- The increasing importance
of global awareness
- The Dynamic Environment of - Lecture
International Trade - Discussion with
- The basis for the Q&A
reestablishment of world
trade following World War
II
- The importance of balance-
of-payment figures to a
country’s economy
- The effects of protectionism
on world trade
2 Chapter 2
- The several types of trade
barriers
- The provisions of the
Omnibus Trade and
Competitiveness Act
- The importance of GATT
and the World Trade
Organization
- The emergence of the
International Monetary Fund
and the World Bank Group
- Quiz - In-class quiz
3 Chapter 3
- History and Geography: The - Lecture

2
 Foundations of Culture - Discussion with
- The importance of history Q&A
and geography in
understanding international
markets
- The effects of history on a
country’s culture
- The effect of geographic
diversity on economic
profiles of a country
- Why marketers need to be
responsive to the geography
of a country
- The economic effects of
controlling population
growth and aging
populations
- Communication
infrastructures are an
integral part of international
commerce
- Students’ presentation of the - Students’
following topics: Presentation
- Cultural Dynamics in - Q&A
Assessing Global Markets - Discussion
- Culture, Management Style,
Chapter 4,
4 and Business Systems
5, 6 & 7
- The Political Environment:
A Critical Concern
- The International Legal
Environment: Playing by the
Rules
- Quiz - In-class quiz
- Developing a Global Vision - Lecture
through Marketing Research - Discussion with
- The importance of problem Q&A
definition in international
research
- The problems of availability
and use of secondary data
5 Chapter 8
- Sources of secondary data
- Quantitative and qualitative
research methods
- Multicultural sampling and
its problems in less-
developed countries
- Using international
marketing research
- Students’ presentation of the - Students’
following topics: Presentation
- Economic Development and - Q&A
the Americas - Discussion
Chapters
- Europe, Africa, and the
6 9, 10, 11
Middle East
& 12
- The Asia Pacific Region
- Global Marketing
Management: Planning and
Organization
7 Chapter 13 - Quiz - In-class quiz
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 - Products and Services for - Lecture
Consumers - Discussion with
- The importance of offering a Q&A
product suitable for the
intended market
- The importance of quality
and how quality is defined
- Physical, mandatory, and
cultural requirements for
product adaptation
- The need to view all
attributes of a product to
overcome resistance to
acceptance
- Country-of-origin effects on
product image
- Quiz - In-class quiz
- Products and Services for - Lecture
Businesses - Discussion with
- The importance of derived Q&A
demand in industrial
markets
- How demand is affected by
technology levels
- Characteristics of an
industrial product
8 Chapter 14 - The importance of ISO 9000
certification
- The growth of business
services and nuances of their
marketing
- The importance of trade
shows in promoting
industrial goods
- The importance of relationship
marketing for industrial
products and services
- Presentation and discussion - Presentation in
Case pairs
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studies - Q&A
- Discussion
- Quiz - In-class quiz
- International Marketing - Lecture
Channels - Discussion with
- The variety of distribution Q&A
channels and how they
affect cost and efficiency in
marketing
- The Japanese distribution
structure and what it means
10 Chapter 15
to Japanese customers and
to competing importers of
goods
- How distribution patterns
affect the various aspects of
international marketing
- The functions, advantages,
and disadvantages of
various kinds of middlemen
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 - The importance of selecting
and maintaining middlemen
- The growing importance of
e-commerce as a
distribution alternative
- The interdependence of
physical distribution
activities
- Quiz - In-class quiz
- Integrated Marketing - Lecture
Communications and - Discussion with
International Advertising Q&A
- Local market characteristics
that affect the advertising
and promotion of products
- The strengths and
weaknesses of sales
promotions and public
relations in global marketing
- When global advertising is
11 Chapter 16 most effective; when
modified advertising is
necessary
- The communication process
and advertising misfires
- The effects of a single
European market on
advertising
- The effect of limited media,
excessive media, and
government regulations on
advertising and promotion
budgets
- Quiz - In-class quiz
- Personal Selling and Sales - Lecture
Management - Discussion with
- The role of interpersonal Q&A
selling in international
marketing
- The considerations in
designing an international
sales force
- The steps to recruiting three
types of international
salespeople
- Selection criteria for
12 Chapter 17
international sales and
marketing positions
- The special training needs of
international personnel
- Motivation techniques for
international sales
representatives
- How to design
compensation systems for
an international sales force
- How to prepare Americans
for foreign assignments
- The changing profile of the
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 global sales and marketing
manager
- Quiz - In-class quiz
- Pricing for International - Lecture
Markets - Discussion with
- Components of pricing as Q&A
competitive tools in
international marketing
- How to control pricing in
parallel import or gray
markets
13 Chapter 18
- Price escalation and how to
minimize its effect
- Countertrading and its place
in international marketing
practices
- The mechanics of price
quotations
- The mechanics of getting
paid
- Presentation in
Case pairs
14 - Presentation and discussion
studies - Q&A
- Discussion
- Inventive Negotiations with - In-class quiz
International Customers, - Lecture
Partners, and Regulators - Discussion with
- The problems associated Q&A
with cultural stereotypes
- How culture influences
behaviors at the negotiation
table
- Common kinds of problems
that crop up during
international business
negotiations
- The similarities and
differences in
communication behaviors in
15 Chapter 19 several countries
- How differences in values
and thinking processes
affect international
negotiations
- Important factors in
selecting a negotiation team
- How to prepare for
international negotiations
- Managing all aspects of the
negotiation process
- The importance of follow-
up communications and
procedures
- The basics of inventive
international negotiations

V. COURSE BOOK
Cateora, P. R., Gilly, M. C., and Graham, J. L. (2013), International Marketing, 16th Edition, McGraw-Hill, USA.

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VI. REFERENCE BOOKS
Cateora, P. R., Gilly, M. C., and Graham, J. L. (2013), International Marketing, 16th Edition, McGraw-Hill, USA.
Kotabe, M. and Kelsen, K. (2010), Global Marketing Management, 5th Edition, John Wiley & Sons, Inc., USA.
Koteler, P. and Keller, E.L. (2012), Marketing Management, 14th Edition, Prentice Hall, USA.

VII. TEACHING METHODOLOGY

In achieving the course objectives, a variety of teaching methods/strategies will be applied. These will include
lectures, lesson reflection, case studies, group discussions and presentations, debates, panel discussions, reading
projects and project-based assignment.

VIII. ASSESSMENT POLICIES

ASSESSMENT CRITERIA MARKS (%) OTHERS
ON-GOING ASSESSMENT (70%)
Attendance & Participation 10%
Homework/Quizzes 10%
Presentation & Panel Discussion 10%
Reflection Papers 10%
Major Assignment 30%
FINAL EXAM (30%)
TOTAL 100%

IX. DESCRIPTION OF ASSESSMENT TASKS

Attendance & Participation
Failing to attend the class more than what is stipulated in the university’s attendance policy will definitely result
in a complete failure in this course. In such a case, students are entitled to sit for the subject again. Students are not
encouraged to ask for leave when not necessary. Request for leave should be made in a written form and is not
always granted if not properly reasoned.

Homework/Quizzes
Students will be periodically given homework/quizzes that aim to promote their comprehension of the learning
contents/materials and/or critical reflection of theoretical/conceptual foundations covered in teaching and learning.
At least three pieces of homework/quizzes are expected to be administered in this course.

Presentation and Panel Discussion

As part of course requirement, presentation is to be conducted in class and in group (a group of 4-5). Students are
required to present the assigned topic(s)/chapter(s) within 30 minutes, with slides prepared and distributed to the
class. The slides emphasize the assigned contents and self-initiated tasks/questions for discussion or practice. The
presentation must be followed by a reflection relevant to the content of that chapter in order to set a stage for
whole-class discussion. This presentation is designed to allow students to take responsibility in learning and to
better digest the course contents and put them into discussion or practice.

Upon the presentation, the team has to form a panel for whole-class questioning and discussion. Questions and
discussion can be related to the presented contents or to the real issues happening in the context of Cambodia. This
session aims to promote a meaningful interaction among all the students and to enable them to further digest
content knowledge learnt from the presentation.

Reflection Papers
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Two reflection papers are required in this course, emphasizing the core contents of the textbook. Students are
mandated to provide two core parts in writing the reflection papers: (1) a summary of the chapter that embraces
both main contents and sub-contents and (2) a critique about the issues/policies presented therein. On the due date,
students are required to discuss with other classmates the points they have learnt from the chapter and the issues
they agree/disagree on.

Major Assignment
The major assignment aims to engage students in problem-solving tasks, preparing them to develop thinking skills
and coping strategies. It is a down-to-earth task given to students in the midst of their learning process so that they
are able to translate the theoretical/conceptual parts of the course into actual applications or simulations. This
major assignment prepares students to utilize academic writing skills at their full potential. The structure of the
assignment report should be as follows:
1. Introduction and problem identification
2. Purposes
3. Main analysis
4. Lessons learnt
5. Conclusions
6. References

Final Exam
The final exam is the final assessment tool in this course, aiming at measuring students’ abilities to recall and
reflect on what have been learnt throughout the semester. The exam comprises, but not limited to, defining terms,
true/false statements, multiple choice questions, comprehension questions and essay writing.

X. PLAGIARISM AND CHEATING POLICY

Scholastic integrity is expected and required at BELTEI International University. It is a major part of a university
life, and contributes to the value of your university degree in both academic and professional settings. All your
work submitted to this class must thus be yours. Plagiarism and cheating are strictly prohibited in this class and at
BELTEI IU.

What is “plagiarism”? Many students are unfamiliar with what constitutes plagiarism. So, BELTEI IU provides a
modest and common standard definition of plagiarism. In research for a course paper or scholarly product, you can
use concepts and models that others have written. Such use is part of the literature review that forms the basis of
your work. Use of these ideas is perfectly acceptable—but you must give proper credit to the source. This credit
can be provided in a footnote or other clear acknowledgment, such as an APA-style citation immediately after the
passage that incorporates the source’s ideas. Anything you use that does not represent your own ideas, thoughts, or
opinions must be cited, unless it is common knowledge. Examples of plagiarism or violations of academic
integrity include:

• Copying word-for-word from the work of an author or any other person without proper citation.
• Heavily paraphrasing the work of another without proper citation.
• Using another’s concepts, ideas, or frameworks without acknowledging their contribution to your work.
• Falsification of methodology or results.
If you are in doubt about whether a specific citation or procedure is in order, consult your course professor or
advisor.

Date: ………/……….../……..
Seen & Approved Seen & Checked Prepared by
President Dean Lecturer
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