Brown School of Business and Leadership

May Term 2014 European Study Tour - Syllabus

Course: INBUS 325 (MKT 325) International Marketing
Section 01: European Study Tour Format
Pre-Trip & Post-Trip Classes will meet in SB 306
Europe Classes will meet at locations shown on the Schedule
Instructor: Dr. Lawrence E. Burgee, Ph.D.
Department Chair and Associate Professor
Department of Information Systems
European Study Tour Co-Coordinator
Tel: 443-334-4339
Personal Website:
Office Hours: eMail or see professor for appointment.

This syllabus constitutes an agreement (contract) between the student and the professor.

Note: The May Term 2014 European Study Tour will be referred to as "the Program".


International Marketing, 15th Edition (2010), Cateora, Gilly, & Graham, Irwin/McGraw-Hill, ISBN-10: 007352994X.

Other Resources and Materials:

Students must have access to Internet, Blackboard, eMail, and an office suite: MS Office, Google Drive, Apple iCloud Pages/Numbers/Keynote, or Apache OpenOffice. Most of the course documents will be posted on Blackboard (or the instructor's website). You should bring a notebook computer or tablet, camera, and flash drive with you for the Program. The School has loaner laptops available; contact the instructor if you need to borrow one. Also bring lined paper and a pencil or pen to record notes and complete assignments.

Course Description:

SU Undergraduate Catalog: Examines the economic, cultural, political, and technological factors that affect the marketing of goods, services, and experiences worldwide. Emphasis is on the problems and decisions involved across and within international borders, and the structure in international markets. Students will gain insight into developing marketing strategies outside the U.S. Prerequisite: A grade of "C-" or better in MKT 206.

Course Objectives:

Upon completion of this course, students will be able to:

  1. Define international marketing;
  2. Describe the impact of economic, cultural, and political environments on international marketing;
  3. Develop a global marketing strategy;
  4. Recognize ethical dilemmas that confront international marketing managers;
  5. Enhance your communication skills and apply these skills in the assignments and presentation; and
  6. Develop the ability to work well in groups and with people of other cultures.

Course Requirements:


There will be one exam as part of the course requirements. Unexcused absence from the exam will result in a zero (0) grade for the exam. A make-up exam will be given only if the student’s absence has been excused by the professor in advance.

Marketing and Cultural Observations Journal

Beginning on the day we arrive in Europe, you will make a daily entry into your Marketing and Cultural Observations Journal. Look for instances of cultural differences that an American should be aware of if asked to travel abroad on behalf of their company. For each company/organization visit, keep detailed notes with a focus on discussion related to international marketing topics covered in the textbook (focus on the 5 P's!). You should include your thoughts and analyses of the situations encountered. You may hand-write your Journal during the Program and submit it in that form (as long as it's readable) in order to earn a maximum grade of 80% (160 points). If you would like to earn a higher grade, then you may submit your Journal in typewritten format complete with photos and items collected during the Tour. You need to "wow" the professor in order to earn an "A" on the Journal! The Journal must be printed, stapled (or bound), and turned in to the professor during the Post-Trip Class (see Schedule).


Students will work in teams and complete a Country Notebook - A Guide for Developing a Marketing Plan described on pages 579-587 in the textbook. The Country Notebook will focus on the countries visited in Europe. You will select a good or service, and then develop the marketing plan for introducing that good or service in the countries in Europe. The Country Notebook includes four parts: Cultural Analysis, Economic Analysis, Market Analysis, and Preliminary Marketing Plan. Students will individually present their findings for the Cultural and Economic Analyses near the middle of the Program. Teams will then present the Market Analysis and Preliminary Marketing Plan at the end of the Program. Guidelines for the project will be discussed early in the course.

Field Assignments

In order to complete the Field Assignments, students will visit a specified area in each of the cities that we visit in Europe, and then complete the instructions for the assignment. These assignments will vary based on the cities and locations visited. The specifications for the Field Assignments will be discussed early in the course.

Class Participation & Professionalism

Class participation is primarily based on your participation in discussions and completion of in-class exercises, group activities, homework assignments, and activities during the Program. Most of the participation activities will be graded on a pass/fail basis.

Professionalism is the expectation of professional, polite, and courteous conduct with all aspects of the course. Students are expected to arrive on-time and attend all classes. It is NOT possible to make up class work missed due to absence. Repeated lateness (more than one time in the Program) will result in lost professionalism (class participation) points. Lateness is defined as entering the room more than five minutes after the scheduled start of class. Please quiet your cellphones and "texting" and use of headphones are strictly prohibited (as the professor may think you are cheating in some way). Do not use computers in class unless instructed (or allowed) to do so.

Also, with respect to professionalism, you will be a representative of Stevenson University while traveling abroad and must conduct yourself in a professional manner at all times. You need to wear proper business attire to all company visits (unless instructed otherwise). You must be extraordinarily polite to and considerate of your travel-mates, company visit hosts and representatives, hotel staff, transportation employees, and the locals you encounter in Europe. Repeated unprofessional behavior could result in a grade deduction and the possibility of being dismissed from the Program and sent home. Students will be required to sign a Student Participation Contract prior to departure.

You must attend all Program classes, activities, company visits, and cultural excursions. For class sessions and company visits, you will receive a daily score representative of your level of professionalism and participation. The starting daily (baseline) score will be 90% (A-). Your score can then be adjusted up (for A or A+ performance) or down (for B+ or lower performance).


The breakdown of points to determine your grades is as follows:

Exam 150 points
Project 375 points
Marketing and Cultural Observations Journal 200 points
Field Assignments (3 x 50 points each) 150 points
Class Participation and Professionalism 125 points
Total 1000 points

Grades will be issued on the basis of the following final point totals:

A 930 points and above
A- 900 - 929 points
B+ 870 - 899 points
B 830 - 869 points
B- 800 - 829 points
C+ 770 - 799 points
C 730 - 769 points
C- 700 - 729 points
D+ 670 - 699 points
D 600 - 669 points
F Less than 600 points


  1. Late submissions of journals, projects, reports, and assignments will not be accepted.
  2. Graded exams, exercises, and projects may be retained by the instructor for future reference.
  3. You are responsible for all material covered and any announcement made in any class session, whether you are present or not.
  4. Due to inclement weather, travel and/or logistical issues, or other unforeseen circumstances, it may be necessary to adjust the course content and schedule. The professor reserves the right to do this.

Course Withdrawal:

This is an alternative format course and a course withdrawal is not permitted. If you "dropout" of the course once we are in Europe, you will be sent home immediately at your expense, and will receive the grade of "F" or "Fx".

Textbook Chapters:

The following chapters will be highlighted and covered and are included in the exam:

  • Chapter 1: The Scope and Challenge of International Marketing
  • Chapter 4: Cultural Dynamics and Assessing Global Markets
  • Chapter 5: Culture, Management Style, and Business Systems

The following chapters will be covered during class sessions, company visits, and various aspects of the Program:

  • Chapter 8: Developing a Global Vision through Marketing Research
  • Chapter 12: Global Marketing Management: Planning and Organization
  • Chapter 13: Products and Services for Consumers
  • Chapter 15: International Marketing Channels
  • Chapter 16: Integrated Marketing Communications and International Advertising
  • Chapter 18: Pricing for International Markets

Additional chapters are available for students to use as a source of reference for the project.

Class Cancellation:

In the event that a class is cancelled due to inclement weather, other adverse conditions, or logistical necessity, an alternate assignment or activity will be assigned and posted electronically.

Academic Integrity Policies:

Students are expected to be familiar with and adhere to the Plagiarism and Academic Dishonesty Policy as published in the Stevenson University Undergraduate Catalog (Academic Policies section). In particular, students should be familiar with the definitions of cheating, plagiarism, and fabrication. Any violation of the Academic Honesty Policy may result in an "F" for the assignment or an "F" for the course at the discretion of the professor. This penalty could be changed to dismissal from the University by higher authorities.

Academic Honesty Penalty

Any attempt to commit cheating, plagiarism, unauthorized assistance, fabrication, multiple submissions, or other violations as defined in the Stevenson academic Honesty Policy constitutes academic dishonesty. A violation of academic honesty is considered a serious offense by the college administration. Penalties include loss of credit for the assignment or failure of the course at the discretion of the professor. Violations may also lead to dismissal from the program or college at the discretion of the Associate Dean for Academic Support Services. Any attempt to commit the following offenses constitutes academic dishonesty.

Cheating: Using unauthorized material to complete a test, quiz, examination, or assignment. Cheating includes, but is not limited to, copying from other students, relying upon aids or notes during a test, or consulting outside sources without the professor's permission. Giving unauthorized assistance to other students also constitutes cheating.

Plagiarism: Representing the words, ideas, research, or works of another as one’s own. Plagiarism can involve submitting work prepared entirely or in part by another person or commercial service or borrowing material as direct quotation, partial quotation, or paraphrase from published or unpublished sources without proper acknowledgement. Students must document all print, online, and oral sources they use to complete assignments.

Unauthorized Assistance: Preparing an assignment with the help of another student or allowing another person, such as a tutor, to alter or revise an assignment beyond the scope of collaboration the professor has defined.

Fabrication: Presenting false data, sources, or research results for academic credit.

Multiple Submission: Presenting the same work, in whole or in part, for credit in more than one course without the explicit permission of all interested professors.

Other Violations: Including, but not limited to, lying, forgery, bribery, damaging or stealing college or another’s property, physically abusing another person, or verbally threatening another.

Course Schedule:

This Course Schedule matches with the Study Tour Schedule.



Mtg Date Topics
1 Mon May 12 Syllabus; Journal Guidelines; MUST Bring Textbook!
Chapter 1: The Scope and Challenge of International Marketing
2 Tue May 13 Project Guidelines; Field Assignments Overview
Chapter 4: Cultural Dynamics and Assessing Global Markets
3 Wed May 14 Student Participation Contract
Chapter 5: Culture, Management Style, and Business Systems
4 Thu May 15 Exam (Chapters 1, 4, and 5)
Chapter 8: Developing a Global Vision through Marketing Research
5 Mon May 19 Chapter 12: Global Marketing Management: Planning and Org.
Field Assignment - London
6 Tue May 20 Chapter 13: Products and Services for Consumers
Due: London Field Assignment
7 Wed May 21 Organizational Visits - London
8 Fri May 23 Chapter 15: International Marketing Channels
Field Assignment - Prague
9 Sat May 24 Chapter 16: Integrated Marketing Comm. and Int'l Advertising
Due: Prague Field Assignment
10 Mon May 26 Organizational Visits - Prague
11 Wed May 28 Organizational Visits - Munich
12 Thu May 29 Chapter 18: Pricing for International Markets
Field Assignment - Munich
13 Fri May 30 Individual Project Presentations - Cultural Research
Due: Munich Field Assignment
14 Sat June 14 Team Project Presentations - The Country Notebook
Due: Project Papers

Due: Marketing and Cultural Observations Journal