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AMDG
Ateneo de Manila University
John Gokongwei School of Management
Department of Marketing and Law

MKT 173
EXPORT MARKETING
Course Syllabus
st
1 Semester, SY 2012-2013

Sec. Lecturer E-mail Room Schedule

X Senen M. Perlada senperlada@yahoo.com SOM 202 6:00-9:00 PM Thurs

Consultation Hrs: Thursdays, 5:30 – 6:00 PM; 9:00 - 9:30 PM (by appointment c/o Ms. Peachy Abaño,
Dept. Secretary, Marketing & Law, JGSOM)

A. Course Description
The course covers the conceptual framework for the conduct of international trade, and focuses on
exporting as a basic foreign market entry strategy. It provides the student the tools for assessing and
analyzing the export potential of products and services as well as the screening and selection of foreign
target markets. It presents the interplay of dynamic forces influencing the global business environment:
economic and socio-cultural, physical and environmental, political and legal, competitive and
distributive, and how they impact on formulating export marketing strategies. It comprehensively
covers the export marketing mix and provides working knowledge of the procedures, documentation, as
well as the conduct of business according to generally accepted international trade and banking
practices.

B. Course Objectives
At the end of the course, the student will:

1) Develop a broader understanding of each component of the export marketing mix and the
drivers of international business, and to synthesize knowledge gained into instruments of action
as presented in an Export Business Plan.

2) Demonstrate a working knowledge of the export processes, the international business

environment, and the required attitudes and skills needed to deal effectively in foreign target
markets.

3) Cultivate a deeper appreciation of exports as an important component of national economic

development

MKT 173 SYLLABUS

1st sem SY2012-13
(as of June 12, 2012) -1-
 C. Course Outline and Timeframe
Session / Date Chapter / Topics/ References Requirements

Sessions 1 & 2
(June 14 & 21) A WARM WELCOME TO EVERYONE!
• Introduction & Course Overview Course syllabus, class
• Mutual expectations from the class list
• Class requirements and guidelines
Ø Attendance/allowable cuts/discipline in class Appointment of class
Ø Tests/ WACs /Reports/Projects beadle
Ø Grading system
Ø Organizational activities: e-group for the class;
1. Assignment of class beadle e-mail addresses,
2. Groupings contact nos.;
moderator
Chap 1- Introduction: Export Marketing Strategy
Submission of one-
page resumé /
• Overview of the course personal profile with
• Importance of Exporting 1 x 1” photo
• Determination of Export Performance
• Export Marketing and Export Performance Seat Plan
• Development of Export Marketing Strategy

Chap 2 – Assessing Company Readiness to Export

• Why Should You Assess Company Readiness to Export?

• Then Who Should Export?
• Analyzing your Company’s Ability to Export

Session 3 &4 Chap 3- Researching and Selecting Export Markets Submission for
(June 28 & Jul 5) approval of
• Subjectivity in Export Market Research proposed export
product / service
• Effective Market Research
Export Business
• Screening Stages in Selecting Export Markets Plan (Jul 5)

Chap 4- Exploring International Entry Modes

• Direct Exporting
• Indirect Exporting
• Direct Company Presence
• Decision Factors of Foreign Market Entry

MKT 173 SYLLABUS

1st sem SY2012-13
(as of June 12, 2012) -2-
 Session 5 & 6 Chap 5- Partnering Strategies WAC NO. 1
(July 12 & 19) ZAA Enterprises,
Or substitute
• Potential Strategic Benefits of Partnerships
• Strategic Costs of Partnering Due: July 19
• Identifying Ideal Partners
• Structuring the Partnership
• Maintaining the Relationship
• Control Systems

Chap 6- Developing an Export Marketing Plan

• Assessing Competitors
• Opportunities and Threats
• Export Objectives

Session 7 & 8 Chap 7- Working with Facilitating and Support Firms 1st Long Test
(July 26 & Aug 2)
Aug 2
• Banks as Your Facilitator
• Freight Forwarders as Your Facilitator
• Distributors as Your Facilitator
• Governments as Your Facilitator

Chap 8- Budgeting for Exporting

• Budgets for Export Activities

• Standard Costs and Export Control
• Foreign Exposures

Session 9 Chap 9- Analyzing the Legal Environment of Exporting

(Aug 9)
• Understanding Legal Implications for Export
Activities
• Philippine Policy Regarding Exports
• Export Contracts
• Import Barriers
• Other Sources of Government Assistance

MKT 173 SYLLABUS

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 Session 10 Chap 10- Managing Logistics and Supply Chain in Exporting WAC No. 2
(Aug 16) Mindanao Inc., or
• Inventory substitute
• Transportation Aug 16
• Information in Supply Chain Management

Session 11 Chap 11- Understanding Foreign Cultures

(Aug 23)
• Roles of Culture in Export Marketing
• Understanding Cultures
• Applications of Cultural Understanding in
Business
• Common Cultural Differences
• Self-Referencing
• Navigating the Cultural Differences
• Cultural Attitudes that Work

Session 12 Chap 12- Product Adaptation WAC No. 3

(Aug 30)
• Standardization Motivations LS Garments, or
• Adaptation factors substitute
• Product Adaptation Approaches Sept 6

Session 13 & 14 Chap 13- Advertising and Promotion in Export

(Sept 6 & 13)
1st Pass Export
• Creating Promotional Campaigns Business Plan
• Validating Your View with Additional Data Due: Sept 13
• Creating a Promotional Message
• Reaching Your Customers with the Right Tools
• Media Selection
• Implementation of Promotional Campaigns

Chap 14- Export Costing

• Understanding Costs
• Export-related Costs
• Types of Costs
• Analyzing Costs
• Factors That Affect Costs
• Understanding Potential Export Costs
• INCOTERMS (Terms of Shipment)

MKT 173 SYLLABUS

1st sem SY2012-13
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Session 15 Chap 15- Pricing for Export Markets
(Sept 20)
• Challenges to Export Pricing
• Locus of Export Pricing Decisions
• Dimensions of Export Pricing

Chap 16- Financial Aspects and Payments in Exporting 2nd Long Test
Session 16
(Sept 27) Date: TBA
• Financing Export Transactions
• Determinants of the Export Finance Decision
• Private Sources of Financing
• Non-private Financing Sources
• Methods of Export Payment
• Export Insurance

Chap 17- Managing Export Operations

• International Shipping
• Export Packing and Marking
• Export Documents
• Export and Import Restrictions
• Cargo Insurance
• Customs Brokers and Freight Forwarders

Session 17 Submission of hard copy and Presentation of Due: Oct 4

(Oct 4)
Export Business Plan in class

D. Required Textbook/ Readings

Ø Export Marketing Strategy: Tactics and Skills That Work

by Shaoming Zou, Daekwan Kim, and S. Tamer Cavusgil,
published in 2009 by Business Express LLC, New York, NY 10017

Ø Creating International Business: by APEC Working Group on

Trade Promotion, Feb 2009

Ø www.export911.com

MKT 173 SYLLABUS

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(as of June 12, 2012) -5-
E. Other suggested references
Ø TRADE SECRETS, The Export Answer Book for Small and Medium-Sized Exporters
International Trade Centre (ITC)- Philippine Trade Training Center (PTTC, published in
2000

F. Course Requirements
v Export Business Plan (Group Project) – for an export product or service selected by the
group and pre-approved by course facilitator; main body of paper not to exceed 20 pages(1.5
lines spacing); Submission of first draft will be required for review & comments; final paper
to be submitted and presented in class.

v Group Reports: Written analysis of cases (WACs) and other reports- not more than five
(5) pages for the main body of each report. Due dates for submission of course requirements
e.g. Business Plans, WACs, other reports or papers shall be strictly observed. Late
submissions will be automatically penalized with a 5-point deduction (based on the numerical
rating the work would have received had it been submitted on time) for each day of delay.

v Individual class participation – active participation in class discussions is expected.

Students are highly encouraged to contribute quality inputs to each class discussion.
Individual WACs, reports, and/or reflection papers may be assigned depending current and/or
emerging learning opportunities during the semester.

v Long tests – two (2), with equal weight, will be given. Surprise quizzes may be also
be given as may be found necessary by the facilitator.

G. Grading System
v Individual class participation 20%
v Long tests (2) and surprise quizzes 30%
v Export Business Plan (group project) 30%
v Other group projects (Reports, WACs, etc.) 20%
-------
TOTAL 100%

Grade Conversion for Final Marks:

Final Mark Numerical Equivalent Quality Point Equivalent

A 92 – 100 3.76 to 4.00
B+ 87 – 91 3.31 – 3.75
B 83 – 86 2.81 – 3.30
C+ 79 – 82 2.31 – 2.80
C 76 – 78 1.81 – 2.30
D 70 – 75 1.00 – 1.80
F Below 70 Below 1.0
W Overcut Overcut

MKT 173 SYLLABUS

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H. Classroom Policies/ Other administrative matters

1. Attendance will be checked every meeting.

2. The JGSOM dress code as well as the general rules and regulations regarding the use of
school facilities, equipment, etc. shall be strictly enforced in the class. Violations will
be sanctioned in accordance with rules and regulations of the School of Management.

3. Cell phones, laptops, PDAs, and other electronic devices must be either off or on silent
mode while inside the classroom. No phone calls (incoming or outgoing); nor viewing,
or sending of text messages shall be allowed during class. Violators’ cell phones,
devices, or other gadgets shall be confiscated and they shall be asked to leave the
classroom, and marked absent for the session.

4. As a policy, no make-up tests or quizzes will be given; latecomers risk not being
allowed to take the tests or quizzes on days they are given.

5. Cheating, plagiarism, and any other form of dishonesty is not tolerated and shall be
dealt with seriously in accordance with the rules and regulations of the Loyola Schools.

MKT 173 SYLLABUS

1st sem SY2012-13
(as of June 12, 2012) -7-