Course: Professor: Term: Meetings:

BA 3372.001 Export Market Development Syllabus Rose Jeudi (Senior Lecturer, School of Management) Fall 2011 Tuesdays 4:00-6:45pm SM 2.106

Professor Contact Information Phone Number: 214-702-1572 Office Location: SM 2.712 Email Address: [email protected] Office Hours: Tue 3:00 4:00 or by APT Faculty BIO: Faculty member in School of Management Studies. Founder and president of Lead To Empower, Inc., a consulting firm specializing in business growth strategy. Prior work experience includes working as a financial analyst with ExxonMobil and Coordinator for International Relations for the Ishikawa Foundation for International Exchange in Japan. Master's Degree in International Business and Economics from the Fletcher School of Law & Diplomacy. Bachelor's degree in International Relations and Japanese from Tufts University. General Course Information Course Pre-requisites: None (Marketing Management and/or International Business helpful). Course Description: Export Market Development focuses on the process of internationalizing business activities through exports. This course is unlike international marketing in several ways: exporting is the only entry mode considered; there is greater emphasis on trade policies and trading blocs which influence export market selection and penetration; and minimum attention is given to broader dimensions of international marketing. In addition to governmental influences on trade, the emphasis for export marketing is on selecting target markets, product adjustments, channel management, export pricing and payment, trade finance, logistics and documentation. Learning Outcomes: Students will demonstrate understanding of export marketing by: becoming familiar with internet export research resources preparing an export market entry plan showcasing an understanding of key international trade and export marketing concepts on exams and case study analysis. Required Texts & Materials: International Marketing and Export Management, by Gerald Albaum and Edwin Duerr (publisher Prentince Hall, 2008), 6th edition. Assignments & Academic Calendar: There will be a midterm and final, cases, and a research project. A considerable part of our class time will be spent on the discussion of applications of the concepts we cover, so you must be able to extract the significant concepts from the reading. No late assignments are accepted and no make up examinations are offered. The above restrictions may be waived only for extraordinary circumstances, such as the death of a family member; nevertheless, the maximum grade for late assignments, tests and examinations will be only 80% of the respective possible grades.
Export Market Development Syllabus Page 1

Grading Policy
What and How: Export Market Development Research Project Midterm Cases 2 Class Participation Discussion: current events, readings, cases, in-class activities, disc leadership on response to chapters (CR) Final When: Team presentation and report per schedule On readings, per schedule Team assignment per schedule Throughout course % of final grade: 20 30 10 10

Last day of class

30

Export Market Development Research Project: The goal of this assignment is to build your skills and write an export entry plan, taking the role of an export market entry consultant advising a product manufacturer. Project may not be done by one individual therefore collaboration and cooperation are essential. This is truly a research-oriented project. Groups of 4 students will be guided by the following specific phases: First, choose a country from the following list: Brazil, China, Spain, Turkey, South Africa, India Second, choose a manufactured product (not a service or commodity) to be exported from the U.S. The product is not an actual brand name product, but it is likely that similar products are being offered in the target market. One approach to product selection is to consult the Country Commercial Guide (CCG) at NTDB: Leading Sectors/Best Prospects for U.S. Exports section. The product may fit any of the following categories: consumer product industrial product component that goes into the assembly of a finished product. (Not eligible are the following products: cell phones, petroleum/mining equipment, airplanes, passenger vehicles, trucks, and buses) Organization organize the report into the following specific sections: A. Product description - Brief description of the product (one long paragraph, less than one page). Note: product and any unique features should match the needs of the targeted segment in Section C. B. Product demand it is essential to establish the demand for a product to support an export market entry plan. This section justifies the specific products demand. Provide data about exports from U.S. (U.S. government sources are useful), exports from other countries and local manufacturing in the target market of the same/similar product. If product is not available in target market, provide data to support demand potential. This quantifiable evidence of demand eliminates any unsupported assumptions.
Export Market Development Syllabus Page 2

C. Target segment what subset, or segment of end-users in the country will you target? If similar products are already being offered, it may be necessary for a new exporter to differentiate both the product and choose an under-served segment. Provide data: demographics, size of end-user group(s), purchasing power, number and location of targeted institutions if end-user is an industry or organization instead of an individual, or various combinations. Note: target segment should be consistent with product demand explained in Section B. D. Product specific regulations 1) Identify at least 3 regulations affecting the specific product (for example product standards, testing requirements, tariffs, government pricing regulations, product-specific disclosure regulations, etc.). Note: export documents are not considered to be productspecific regulations in the context of this project. 2) Describe the impact of the regulations on your export strategy. E. Channel member Typically, an export manufacturer will deal with a channel member within the target market. Examples are distributor, agent, company sales branch, procurement department of a government agency, or local manufacturer (if exported product is a component sold to a finished goods manufacturer). What type of channel member within the market will you use? Justify your choice by discussing the following channel member determinants: customer characteristics, product characteristics, and degree of control including any applicable after sales service requirements F. Sources Minimum requirements are: NTDBs Country Commercial Guide (CCG) for your country One ISA (Industry Sector Analysis) or IMI (International Market Insight) available within NTDB, or similar marketing report U.S. Dept of Commerce information, for example using www.export.gov For sources from the Internet, clearly identify name/title of report/survey/article, author/institution, date, as well as URL. Preliminary plan (due anytime but no later than November 1st) to be submitted to instructor by email through eLearning: names of group members name of country (multiple groups may select the same country) brief description of manufactured product brief justification of products demand potential or targeted end-users reveal one source in the correct format Written Report (due no later than December 6th) - typed, double-spaced, 1 margins, 12 point font; 5 - 7 pages of text (sections A-F). Report must be organized in the sequence of sections A-F and may be longer if supplemented by relevant tables, figures or graphs. Footnotes are not required. Evaluation Guidelines It is NOT recommended that groups approach this project by assigning each member one section and then just pasting sections together. Instead,
Export Market Development Syllabus Page 3

consider having a lead organizer/editor supported by several research specialists. Report must display internal consistency section by section, not likely if using a cut-and-paste approach instead of an editor. Grade will be based on how well report responds to the specific questions for each section, including quality and use of research data, analysis, and coverage of each sections specified objectives. Presentation: Budget 10-15 minutes for the in class presentations. Team performance will be evaluated based on methods of analysis, quality of presentation, and effectiveness as a team. Creative presentation style is encouraged; however contents and messages should reflect the format of real business scenario. Cases: There will be TWO cases done in groups. Cases are to be submitted in class, a maximum of 3 pages (times new roman 11, double space) plus any graphs, tables, and other methods used to illustrate the problem/solutions. It is important that relevant and key aspects of the issue/problem be highlighted. Students are expected to identify the main theme of the case, apply an appropriate research method when answering the accompanying questions, and choose the best solution of all possible available alternatives. Each team will follow the following guidelines. 1) Situation/background: briefly state your understanding of the subject/problem; identifying the environmental forces and challenges involved. 2) Focus on the main objective/s of the case by asking yourself which ones are worth attention. 3) Assess alternatives: comparative approach along with pros and cons of all situations. It is important that your arguments are supported by quantitative approach via data collection, processing and presenting them (data) in tabular form and graphs. 4) Recommendation: draw from your understand of the chapter being covered, prior chapters, and in class discussions to defend the best alternative.
Sources/bibliography should be provided in . It is preferred that sources of your research are from recent research papers documented in prime business, economic and international journals. Team performance will be graded on the basis of methods of analysis and case cohesiveness. Please note that mastery of writing skills is fundamental. Please edit carefully. Papers with >3 serious grammatical errors cannot earn honor grades (B and above). Rules for Teams: Your participation on a team for the case studies is designed to help you put into practice what you will learn in this class and working with others to accomplish a common goal. There are various ways work teams are structured in organizations and various levels of control that team members have over their working situations. In this class, the following rules apply to your project teams: 1. You may fire any group member who is not contributing to your project. If you decide to fire a group member, there is a procedure for doing so: First, meet as a team (with the potentially-fired person included) and discuss with the member your dissatisfaction with his/her level/quality of work. Give that person one chance to recover the team's confidence. After the one chance, meet with me to discuss the best way to approach the situation.

Export Market Development Syllabus

Page 4

Have a full team meeting and give effective and constructive feedback to the member you are firing. Make sure that all members, including the one you fired, sign a statement of understanding that the person is no longer on your team. Submit the statement to me no later than one week after it is signed. If a member refuses to communicate with your team by not returning phone calls, texts, or emails, or showing up to meetings, the rest of the team may fire that person without a full team meeting (all other members need to meet together). In that case, I will listen to their explanation and let you know if they have fired you. Please communicate with your team so this situation does not happen. If you are firing an unresponsive person, please submit a log documenting dates, times, and modes of attempted contact for at least 10 attempts to contact the person. 2. If you are fired, you may submit an individual project for a maximum of 1/2 credit. No individual papers for full credit will be accepted. That means is it to your advantage to make sure you stay on a team.

3. I am happy to serve as your consultant to help your team work effectively but please do not complain to me about team members who are not meeting your expectations. Instead, do something about it. As future managers and executives, motivating and inspiring low-performing team members are something you will do often. Class Preparation and Participation: The reading assignments are to prepare you for class discussion, so coming to class without having done the reading is taking advantage of your classmates and the instructor. Our assumption in BA 3372 is that learning is a community activity. Your participation in discussion is important because it allows you to influence the learning of your colleagues and be influenced by them. This dynamic exchange is one of the main ways learning occurs in many organizations. Note that registration for the class does not constitute class membership; participation does. Constructive contribution includes participation in experiential exercises and questions or comments about the course material, current events, and issues raised by class members. Values related to Assessment: Among the values that factor into assessment in this class are higher order thinking, intellectual curiosity, engagement in the learning community of the class, willingness to help your colleagues learn, constructive commitment to your own learning, self responsibility, and intellectual maturity. These values are exhibited in class and impact the grading in all categories. I am available throughout the semester to discuss these values with you. Please note that mastery of writing skills is fundamental. Please edit carefully. Papers with >3 serious grammatical errors cannot earn honor grades (B and above). Assignments Session #1 8/30/11 Reading Assignment Before Class Topic Class Meeting Ch 1: International Marketing Intro to course, review of and Exporting syllabus, first day activitiesgroups, intros Case 1.3, EBAY INC. Importance, opportunities and challenges of Work Due/Other Prep Before Class Meeting Case 1.3, EBAY (READ BEFORE 1st DAY OF CLASS!!!!)

Export Market Development Syllabus

Page 5

#2 9/6/11

international marketing. Ch 2: Bases of Int'l Marketing Economic benefits of trade. The reasons & companies export and import, exporting and internationalization within the firm. Social responsibility. Ch 3: The Int'l Environment: culture/ economic, political and legal forces; and Culture & the sociocompetition cultural environment. Economic forces. The political and legal environments. Competition. Ch 4: Export Market Selection: definition and strategies & Ch. 5 Information for international market decisions
What markets to enter? what product(s) are best for what potential market(s) Export marketing research: developing information for planning, evaluation, and control

#3 9/13/11

CASE STUDY 1 (CASE 2.2 GLAXOSMITHKLINE)

#4 9/20/11

Ch 6: Market Entry Strategies Importance of entry modes. Ch 7: Export Entry Modes

#5 9/27/11

Ch 8: Non-export Entry Modes Ch 9: Product decisions Ch 10: Pricing Decisions

Packaging: languages, protection, promotion. Branding. Factors that must be considered in determining an export price. Effects of the Internet and World Wide Web on pricing Midterm Review

CASE STUDY 2 (8.3 VW IN CHINA)

#6 10/4/11

#7
10/11/11

Midterms Ch 1-10
Export marketing promotion and communications decisions. Alternative methods of promotion.
Page 6

#8 Ch 11: Financing and 10/18/11 methods of payment &

Ch 12: Promotion and marketing communication

Developing promotional programs and strategies. Management issues. Logistics/supply chain management.

#9 11/1/11 #10 11/8/11 #11 11/15/11

Ch 13: Handling export orders and supply chain management Ch 14: Organization of International Marketing Activities

Impact of organizational structure Final Review Course review, career development discussion, Project Q&A, Final Q&A Groups can submit final reports on this day or on 12/6/11. Groups can submit final reports on this day or on 12/6/11. ALL REPORTS DUE IN CLASS

#12 Group Presentations 11/22/11 #13 Group Presentations 11/29/11 #14 12/6/11 Final

Quality Standards for Writing Assignments Typical Characteristics of A Level writing The paper never strays from its purpose or mistakes its audience. The subject and its treatment are focused, significant, (application, analysis, synthesis, evaluation) interesting The paper is organized by an obvious logic. Each paragraph has a controlling idea, solid detail, smooth transitions. The sentences are varied in length and structure. The word choice is uniformly good. Words are chosen for precise denotation, connotation, tone. Mechanically, the paper is correct. Note that > 3 errors puts work out of the above average categories. Format decisions are appropriate and effective. Typical Characteristics of B Writing The paper has a firm purpose, but it may not always affect the audience as the writer intends. The paper is focused (application, analysis, synthesis, evaluation) and interesting. The organization is obvious, but transitions are sometimes strained. Each paragraph has a controlling idea and good supporting detail. The sentences are usually varied. The word choice is generally effective.
Export Market Development Syllabus Page 7

The paper is generally correct mechanically. Note that > 3 errors puts work out of the above average categories. Format decisions are usually appropriate and effective. Typical Characteristics of C Writing Though the paper has some interesting parts, the interest is not uniformly maintained. The purpose is not always clear. The cognitive level tends toward the knowledge and comprehension levels with lots of summary. The organization may have a logic, although some parts might be inconsistent. Each paragraph has a controlling idea and some support, though the support may be weak or vague. There are very few errors in sentence structure, but the sentences are not varied. The word choice is generally correct, but the range of words is limited, so that diction at times is imprecise and monotonous. Source language is parroted. (This is a danger point!) Though the paper contains few major errors, there are mistakes in spelling, grammar and punctuation. Typical Characteristics of D Writing Only in a few places does the paper find its purpose and audience. Too often it seems an unfocused exercise. Some principle of organization is evident, but it isn't well followed. The paragraphing is rational but underdeveloped, often a series of generalizations. Errors in sentence structure are frequent enough to be distracting to the reader. Words are occasionally misused. Typical Characteristics of F Writing The paper seems to be a mechanical exercise without a purpose or an audience. There is no apparent principle of organization. There is no apparent rationale for paragraphing. There are frequent sentence structure errors of the gravest sort. Words that should be within the range of college-level writers are misused. A Suggested Attitude Towards Writing for this Course Let's approach these papers with the idea that effective writing moves your ideas from inside your head to inside your reader's head. Thats the goal. The scoring or grading is based on merit rather than demerit. Your paper doesn't start off in as an A, and then fall, error by error, to a lower grade. Rather, just as in football, the score begins at zero, a blank page, and you have the opportunity to up the score by displaying your abilities, your writing and thinking strengths. University Policies Technical Support: If you experience any problems with your UTD account you may send an email to: [email protected] or call the UTD Computer Helpdesk at 972-8832911. Student Conduct & Discipline: The University of Texas System and The University of Texas at Dallas have rules and regulations for the orderly and efficient conduct of their business. It is the responsibility of each student and each student organization to be knowledgeable about the rules and regulations which govern student conduct and
Export Market Development Syllabus Page 8

activities. General information on student conduct and discipline is contained in the UTD printed publication, A to Z Guide, which is provided to all registered students each academic year. The University of Texas at Dallas administers student discipline within the procedures of recognized and established due process. Procedures are defined and described in the Rules and Regulations, Series 50000, Board of Regents, The University of Texas System, and in Title V, Rules on Student Services and Activities of the universitys Handbook of Operating Procedures. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations (SU 1.602, 972/883-6391) and online at http://www.utdallas.edu/judicialaffairs/UTDJudicialAffairs-HOPV.html A student at the university neither loses the rights nor escapes the responsibilities of citizenship. He or she is expected to obey federal, state, and local laws as well as the Regents Rules, university regulations, and administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct. Academic Integrity: The faculty expects from its students a high level of responsibility and academic honesty. Because the value of an academic degree depends upon the absolute integrity of the work done by the student for that degree, it is imperative that a student demonstrate a high standard of individual honor in his or her scholastic work. Scholastic Dishonesty, any student who commits an act of scholastic dishonesty is subject to discipline. Scholastic dishonesty includes but is not limited to cheating, plagiarism, collusion, the submission for credit of any work or materials that are attributable in whole or in part to another person, taking an examination for another person, any act designed to give unfair advantage to a student or the attempt to commit such acts. Plagiarism, especially from the web, from portions of papers for other classes, and from any other source is unacceptable and will be dealt with under the universitys policy on plagiarism (see general catalog for details). This course will use the resources of turnitin.com, which searches the web for possible plagiarism and is over 90% effective. Copyright Notice: The copyright law of the United States (Title 17, United States Code) governs the making of photocopies or other reproductions of copyrighted materials, including music and software. Copying, displaying, reproducing, or distributing copyrighted works may infringe the copyright owners rights and such infringement is subject to appropriate disciplinary action as well as criminal penalties provided by federal law. Usage of such material is only appropriate when that usage constitutes fair use under the Copyright Act. As a UT Dallas student, you are required to follow the institutions copyright policy (Policy Memorandum 84-I.3-46). For more information about the fair use exemption, see http://www.utsystem.edu/ogc/intellectualproperty/copypol2.htm Email Use: The University of Texas at Dallas recognizes the value and efficiency of communication between faculty/staff and students through electronic mail. At the same time, email raises some issues concerning security and the identity of each individual in
Export Market Development Syllabus Page 9

an email exchange. The university encourages all official student email correspondence be sent only to a students U.T. Dallas email address and that faculty and staff consider email from students official only if it originates from a UTD student account. This allows the university to maintain a high degree of confidence in the identity of all individual corresponding and the security of the transmitted information. UTD furnishes each student with a free email account that is to be used in all communication with university personnel. The Department of Information Resources at U.T. Dallas provides a method for students to have their U.T. Dallas mail forwarded to other accounts. Withdrawal from Class: The administration of this institution has set deadlines for withdrawal of any college-level courses. These dates and times are published in that semester's course catalog. Administration procedures must be followed. It is the student's responsibility to handle withdrawal requirements from any class. In other words, I cannot drop or withdraw any student. You must do the proper paperwork to ensure that you will not receive a final grade of "F" in a course if you choose not to attend the class once you are enrolled. Student Grievance Procedures: Procedures for student grievances are found in Title V, Rules on Student Services and Activities, of the universitys Handbook of Operating Procedures. In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments of academic responsibility, it is the obligation of the student first to make a serious effort to resolve the matter with the instructor, supervisor, administrator, or committee with whom the grievance originates (hereafter called the respondent). Individual faculty members retain primary responsibility for assigning grades and evaluations. If the matter cannot be resolved at that level, the grievance must be submitted in writing to the respondent with a copy of the respondents School Dean. If the matter is not resolved by the written response provided by the respondent, the student may submit a written appeal to the School Dean. If the grievance is not resolved by the School Deans decision, the student may make a written appeal to the Dean of Graduate or Undergraduate Education, and the deal will appoint and convene an Academic Appeals Panel. The decision of the Academic Appeals Panel is final. The results of the academic appeals process will be distributed to all involved parties. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations. Incomplete Grade Policy: As per university policy, incomplete grades will be granted only for work unavoidably missed at the semesters end and only if 70% of the course work has been completed. An incomplete grade must be resolved within eight (8) weeks from the first day of the subsequent long semester. If the required work to complete the course and to remove the incomplete grade is not submitted by the specified deadline, the incomplete grade is changed automatically to a grade of F. Disability Services: The goal of Disability Services is to provide students with disabilities equal educational opportunities. Disability Services provides students with a documented letter to present to the faculty members to verify that the student has a
Export Market Development Syllabus Page 10

disability and needs accommodations. This letter should be presented to the instructor in each course at the beginning of the semester and accommodations needed should be discussed at that time. It is the students responsibility to notify his or her professors of the need for accommodation. If accommodations are granted for testing accommodations, the student should remind the instructor five days before the exam of any testing accommodations that will be needed. Disability Services is located in Room 1.610 in the Student Union. Office hours are Monday Thursday, 8:30 a.m. to 6:30 p.m., and Friday 8:30 a.m. to 5:00 p.m. You may reach Disability Services at (972) 883-2098. Guidelines for documentation are located on the Disability Services website at http://www.utdallas.edu/disability/documentation/index.html Religious Holy Days: The University of Texas at Dallas will excuse a student from class or other required activities for the travel to and observance of a religious holy day for a religion whose places of worship are exempt from property tax under Section 11.20, Tax Code, Texas Code Annotated. The student is encouraged to notify the instructor or activity sponsor as soon as possible regarding the absence, preferably in advance of the assignment. The student, so excused, will be allowed to take the exam or complete the assignment within a reasonable time after the absence: a period equal to the length of the absence, up to a maximum of one week. A student who notifies the instructor and completes any missed exam or assignment may not be penalized for the absence. A student who fails to complete the exam or assignment within the prescribed period may receive a failing grade for that exam or assignment. If a student or an instructor disagrees about the nature of the absence [i.e., for the purpose of observing a religious holy day] or if there is similar disagreement about whether the student has been given a reasonable time to complete any missed assignments or examinations, either the student or the instructor may request a ruling from the chief executive officer of the institution, or his or her designee. The chief executive officer or designee must take into account the legislative intent of TEC 51.911(b), and the student and instructor will abide by the decision of the chief executive officer or designee. These descriptions and time lines are subject to change at the discretion of the Professor.

Export Market Development Syllabus

Page 11