Brown School of Business and Leadership

Winter Term in Panama 2011-2012 - Syllabus

Course: MKT 325 International Marketing
BTM 650 Independent Study in International Marketing
Section OM1: Winter Term in Panama Format
Pre-Trip Classes will meet in SB 306
Instructor: Lawrence E. Burgee, Ph.D.
Associate Professor & Winter Term in Panama Coordinator
Office: SB 414
Tel: 443-352-4339
Personal Website:
Office Hours: eMail for appointment.

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

Note: The Winter Term in Panama will be referred to as "the Program".


International Marketing, 14th Edition (2008), Cateora, Gilly, & Graham, Irwin/McGraw-Hill, ISBN-10: 0073380989.

Other Resources and Materials:

Students must have access to Internet, Blackboard, eMail, and Microsoft Office 2007 or 2010 (Word, Excel, PowerPoint, and Picture Manager). Most of the course documents will be posted on Blackboard (or the instructor's website). You should bring a notebook computer, 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(s): 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
  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 examination 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 instructor in advance.

Business and Cultural Observations Journal

Beginning on the day we arrive in Panama, you will make a daily entry into your Business 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 visit, keep detailed notes with a focus on discussion related to international marketing topics covered in the textbook. 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 instructor in order to earn an "A" on this portion of the class!


MKT-325 (undergraduate) students will complete a project with two major parts. In Part 1, students will work as a marketing team for a travel agency to develop a marketing plan for travel packages to Panama. In Part 2, students will work individually as a travel agent to develop a marketing plan for travel packages to another Latin American destination.

BTM-650 (graduate) students will work individually and complete a Country Notebook - A Guide for Developing a Marketing Plan described on pages 583-591 in the textbook. The Country Notebook will focus on Panama. You will select a good or service, and then develop the marketing plan for introducing that good or service in Panama. The Country Notebook includes four parts: Cultural Analysis, Economic Analysis, Market Audit and Competitive Market Analysis, and Preliminary Marketing Plan.

Guidelines for the project will be discussed early in the semester.

Store Comparison Report

In order to complete the Store Comparison Report, students will visit a fast-food chain store, supermarket, and one additional "category" (of the student's choice) in the United States and then visit comparable stores in Panama. Specific guidelines will be distributed early in the semester.

Class Participation & Professionalism

Class participation is primarily based on your completion of in-class exercises, group activities, and homework assignments. There will be approximately 8-12 of these activities worth 3-10 points each. Most of the participation activities will be graded on a pass/fail basis. Additionally, there will be at least three class participation points attributed to each class. It is your responsibility to read each chapter and be prepared to discuss it on the appropriate date (see Course Schedule). If the instructor feels that students are not reading chapters and preparing for each class, pop quizzes may take the place of some components of class participation!

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. Food is prohibited from the classroom (SU and QLU). Please quiet your cellphones and "texting" and use of headphones are strictly prohibited (as the instructor may think you are cheating in some way). Do not use the classroom computers unless instructed to do so. The instructor has the ability and reserves the right to monitor classroom computer activity.

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

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 "business casual" (semi-dress) attire to the company visits. You must be extraordinarily polite to and considerate of your travel-mates, QLU and company hosts and representatives, hotel staff, transportation employees, and the locals you encounter in Panama. 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 Conduct Contract prior to departure.


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

Exam 200 points
Business and Cultural Observations Journal 200 points
Project 300 points
Store Comparison Report 100 points
Class Participation & Professionalism 200 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 instructor reserves the right to do this.

Inclement Weather / Class Cancellation:

In the event that a class is cancelled due to inclement weather or other adverse conditions, an alternate assignment will be sent by SU eMail within 12 hours.

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 instructor. 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 instructor. 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 instructor'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 instructor 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 instructors.

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.

Classroom PC Acceptable Use Policy

During class sessions, the classroom PC is to be used for class activities only as directed by the instructor. Any other use is in violation of the Classroom PC Acceptable Use Policy.

  • The use of cellphones, smartphones, iPhones, Blackberries, PDAs, or other electronic devices is prohibited during class time; these devices should be quieted during class.
  • The use of texting, instant messaging, and other forms of online communication is prohibited during class unless permission of the instructor is granted.
  • Audio and video recording of the class is strictly prohibited unless arranged with the instructor in advance.

Course Withdrawal

This is an alternative format course and a course withdrawal is not permitted.

Notebook Computers:

We will use notebook computers during classroom sessions in this course. All students will be issued instructions on the care and handling of these machines and must sign an agreement that they will abide by the rules of use. Students will also be expected to assist the instructor with the distribution and collection of the computers. You must bring your Stevenson University ID card or driver's license to class in order to check-out and use a computer.

Course Schedule:

The most up-to-date Winter Term in Panama Schedule is located at and click on Schedule in the Panama section. The Schedule is subject to change.


Mtg Date Topics
1 Mon Dec 19 Introductions; Syllabus; Spanish and/or Culture Lesson
Chapter 1: The Scope and Challenge of International Marketing
2 Tue Dec 20 Spanish and/or Culture Lesson
Chapter 3: History & Geography (pages 51, 52, & 79 only)
Chapter 4: Cultural Dynamics and Assessing Global Markets
3 Wed Dec 21 Spanish and/or Culture Lesson
Chapter 5: Culture, Management Style, and Business Systems
4 Thu Dec 22 Spanish and/or Culture Lesson
Chapter 8: Developing a Global Vision through Marketing Research
5 Fri Dec 23 Exam
Spanish and/or Culture Lesson
Chapter 10: Multinational Market Regions and Groups
6 Mon Jan 2 Spanish and/or Culture Lesson
Chapter 11: Global Marketing Management: Planning and Org.
7 Tue Jan 3 Spanish and/or Culture Lesson
Chapter 12: Products and Services for Consumers
8 Wed Jan 4 Company Visit - See Winter Term in Panama Schedule
9 Thu Jan 5 Spanish and/or Culture Lesson
Chapter 14: International Marketing Channels
10 Fri Jan 6 Spanish and/or Culture Lesson
Chapter 16: Integrated Marketing Comm. and Int'l Advertising
11 Mon Jan 9 Spanish and/or Culture Lesson
Chapter 17: Personal Selling and Sales Management
12 Tue Jan 10 Spanish and/or Culture Lesson
Chapter 18: Pricing for International Markets
  Wed Jan 11 Cultural Excursions - No Class
13 Thu Jan 12 AM - Spanish and/or Culture Lesson
AM - Chapter 19: Negotiating with Int'l Customers, Partners ...
14 Thu Jan 12 PM - Company Visit - See Winter Term in Panama Schedule
15 Fri Jan 13 Project Presentations; Project Papers Due
Post Fri Jan 20 Due at 12:00 PM: Business and Cultural Observations Journal
Due at 12:00 PM: Store Comparison Report