International Marketing (section 2)

Discipline: Semester at Sea Seminars
Instructor: Loroz
Credits: 3
Day: C
Start: 1355
End: 1510
Field Work: Day 2 - Kusadasi - Friday, 12 July | Turkey
Prerequisites: basic marketing course Download Syllabus

This course provides an introduction to global marketing.   We will examine how firms adopt strategies and adapt practices to succeed in diverse economic, cultural, and political environments.  Concepts covered include integrated marketing communications, pricing, distribution management, and product and service strategy.  Ethical dilemmas that are unique to international marketing will be discussed.  In addition, global marketing issues of topical interest and related to the voyage ports-of-call will be addressed.

Field Work

Country: Turkey
Day: 2 - Kusadasi - Friday, 12 July

This field lab explores artisan production and various methods of distribution in an emerging economy that is locally dominated by domestic and international tourism.  The goal is to provide students with a more nuanced understanding of marketplace diversity in such environments and an appreciation for the dynamics of marketing artisan products locally and internationally. Working in a team of 2-3 people, you will take field notes on your observations at each site, along with supporting photographs where allowed. Then, as a team, you will collate and analyze your materials, writing up your findings and recommendations in an approximately 3-4-page report. Your report should address the following questions (and any others that you deem relevant and interesting!): Describe the product offerings and primary target market(s) for each of the artisans that we visited.

  • How does each one distribute their product to their end consumers (i.e., what does the channel of distribution look like)?
  • What are typical price points for merchandise at each location?  How do the prices compare to other locations you have visited on the voyage (in Turkey or elsewhere) selling similar items?  How do these compare to your home country?
  • What role, if any, does product branding play for these artisans?
  • How important is brand or merchandise country-of-origin labeling?
  • How does each artisan promote its products (i.e., advertising, sales promotions, public relations, personal selling, internet, social media, direct mail, etc.)?
  • To what extent does culture or the cultural process play a role in the success of each enterprise?
  • Are any of the artisans involved in international marketing?  If so, at which level of involvement would you categorize them (ranging from “no direct foreign marketing” to “global marketing,”)?
  • If the artisan is involved in international marketing, which market entry strategy or strategies have they pursued?
  •  What other international opportunities do you see that they could potentially pursue and what would they need in order for this to happen?
You may assess each site individually or comparatively, but at some point in your report you should aim to synthesize your observations and strategy recommendations into an overall reflection on artisan production and distribution in this emerging economic environment.   that is heavily dependent on domestic and international tourism.