MGM326 Syllabus

Course Outcomes:

Achievement of objective 1 will be measured by Test 1, and objective 2 by Test 2.  Objective 3 will be measured by the marketing project submission, and objective 4 by the oral class presentation.

Midterm Exams:

Each of the two midterm exams will consist of multiple choice questions and essay questions on text and lecture notes.  Since lecture notes will be emphasized in these exams class attendance is strongly recommended in order to obtain a passing grade on these exams.  Midterm 2 is not cumulative.  I strongly encourage students to consult the authors’ Web Site for sample exam questions.

The average of your two exams must be a passing grade in order to pass the course.

Bonus: You may attend up to three speakers on international topics and receive one bonus point for each.

Project Objective:  The purpose of the term project is to give students an opportunity to use knowledge gained from the theoretical course material and apply it in a real-world situation:  in the comparison of marketing strategies for three equivalent businesses representing three different cultures (U.S., English Canada, French Canada).

Teams:  You will work in teams of 2 students.  You select your own tam and are responsible for team conflict management.  One paper will be submitted per team; it should be typed, professional, and free of typos.  When the paper is submitted on November 24,2003, you will have the opportunity to evaluate the performance of each team member.  This evaluation will serve to make any adjustment to a member’s grade on the paper whenever justified.  There is no free ride!

Consumer Industry:  Each team will be assigned to an industry of interest, and assigned to three equivalent firms whose target market is American, English Canadian and French Canadian.

Assignment:  What similarities and differences are observed in the marketing strategies of the three firms in different cultures?

In order to answer the question, you must consult relevant material in your text, conduct secondary research in the library, and use direct observation of the operations of each firm.  If possible, interview the owner/manager of the firms.  A grid of comparison variables will be provided.  You paper should include:

• 1. Cover page
  2. Introduction
  3. Literature review-cross cultural comparisons:          Canada/US, French/English Canadian.
  4. Observational research of each company (grid).
      a.   brief but specific description of each establishment (target market and 4 P’s)
  5.   Detailed description and comparison of their marketing mixes:
          a.   target market
          b.   product offering:  variety, assortment, brand labels, etc.
      c. price strategy:  adapted to target markets;
     d.   place/location:  for target markets, convenience, type of outlet  
      e.promotion mix:  (form of promotion, advertising
       media selected, promotional appeal, etc.
  6. Relate findings to your literature review.
  7.  References

ASSIGNMENTS ARE DUE ON THE ASSIGNED DATE.  LATE ASSIGNMENTS WILL NOT BE ACCEPTED OR GRADED.

MGM 326 READING LIST