WIDENER UNIVERSITY SCHOOL OF BUSINESS ADMINISTRATION Marketing 410 - International Marketing
Spring 2001
| . | . | . |
Faculty: Myroslaw
J. Kyj, Ph.D.
Office:
8 Alsop House
Phone: 610-499-1173
e-mail: myroslaw.j.kyj@widener.edu
Office Hours: M
& W: 10:00 12:00 ; F: 10:00 11:00 AM
Text:
Global Marketing Management by Masaaki Kotabe and Kristiaan Helsen.
Suggested Reading Material:
Financial Times, The Wall Street Journal, The Economist, Business
Week
Pre-requiste Course: Marketing 180
Course Procedure and Objectives:
This is an advanced course that studies marketing from a global perspective. The course has three primary objectives:
1. Expose students to the different socio-cultural, economic and geopolitical environments in which global marketing strategies and programs are formulated and implemented;
2. Examine the cumulative impact of changes in these environments on marketing opportunities and threats;
3. Help develop relevant management skills for planning and expanding activities in global markets.
The course content will be delivered through a combination of lectures, readings, discussion of cases, and multi-media presentations. In addition, as part of the learning process, each student will be required to complete an in-depth instructor approved project using the Financial Times, the library and the Internet as major research tools. Students will make formal oral presentations about their projects towards the end of the semester. Specific guidelines for the research project will be handed out under a separate attachment. Students must turn in two written cases over the course of the semester; these cases are identified in the course sequence section.
Learning Objectives:
At the completion of the course students will be able to:
1. Understand the factors that influence the design of a global marketing mix.
2. Appreciate the differences and similarities in economic, political
and cultural environments around the
globe.
3. Understand the reasons for standardized and customized global marketing strategies.
4. Understand the multi-faceted nature of competitive advantage in a global setting.
5. Work in contexts that feature a diversity of legal and ethical systems.
6. Have a broad understanding of the international financial system.
7. Understand how international competition shapes and alters society.
8. Understand the different entry strategies for gaining access to global markets.
9. Understand how to recognize and assess the different types of business risk in a global context.
10. Understand the emerging political and economic trends in the wake of the collapse of communism.
Tests and Grade Policy:
Four principle performance packages will determine the final grade: 1) a mid-term exam; 2) two written case assignments; 3) the student research project and 4) a cumulative final exam. A numerical grade will be assigned for each respective performance package. Furthermore, the instructor reserves the right to use performance in class as a modifier of the final grade. However, grade adjustments for participation normally will be no more than a half letter grade - i.e. C to C+.
Grading will be based on the plus - minus system adopted by Widener University. The grades converted to approximate numerical equivalents are: A 94 to 100; A- 91 to 93; B+ 87 to 90; B - 83 to 86; B- 79 to 82; C+ 75 to 78; C 71 to 74; C- 67 to 70; D+ 63 to 66; D 60 to 62; F below 60.
All tests must be taken on the date scheduled unless prior arrangements have been made with the course instructor. In the event that an emergency arises on the test date you are still obligated to inform me before the exam by phone or email. Be prepared to document the reasons for your absence upon your return! I reserve the right not to give a make-up if in my opinion you have not offered a valid reason for failing to sit for the exam on the scheduled date. Also, any make-ups are scheduled at my and not the student's convenience. Denial of a make-up will be recorded as zero for grading purposes.
Attendance:
Active participation, especially in an upper level course, is an
integral part of the learning process. Therefore, your presence in class
is critical. The instructor will not take roll for the purpose of recording
class cuts, however frequent absence will negatively affect the participation
component of the course grade. Come to class on time. Late arrivals and
early departures disrupt the continuity of instruction and learning. If
you are late, you are not welcome to join the class in progress.
Cheating
Any student who is caught cheating or plagiarizing material for the project will be given a failing grade for the exam or project - recorded as zero - and subjected to the University's disciplinary procedure.
TEST WEIGHTS
Mid-Term 30%
Two written cases
20%
Research project 15%
Final Exam 35%
TOTAL 100%
Topic Sequence
1. Introduction to Global Marketing ? Chapter 1.
1.1. A historical perspective.
1.2. Distinction among types of markets.
1.3. Drivers towards globalization.
1.4. Importance of Global marketing.
1.5. Global marketing objectives.
1.6. Internet and Global marketing
Assignment: p. 19. Review questions 1, 2, 4, 7; Discussion question
3.
Read appendix pp. 20-28.
2. Global Economic Analysis ? Chapter 2.
2.1. Competitive environments and types of rivalries.
2.2. Country specific advantages.
2.3. Firm specific advantages - multinationals.
2.4. WTO.
2.5. Regional agreements.
Assignment: p. 60. Review questions 2,3,6; Discussion questions
2,3.
3. Financial Environment - Chapter 3.
3.1. Role of the US dollar.
3.2. Bretton Woods and the IMF.
3.3. Exchange rates.
3.4. Purchasing Power Parity.
3.5. Spot and forward rates.
3.6. Balance of Payments
3.7. Asian financial crisis
3.8. The Euro.
Assignment: p. 103. Review questions 1,3,4,10,11,12; Discussion
questions 3,4.
4. The Cultural Environment - Chapter 4.
4.1. Meaning of culture.
4.2. Elements of culture.
4.3. Cross-cultural comparisons.
4.4. The marketing mix in cultural context.
4.5. Negotiating across cultures.
Assignment: p. 140. Review questions 1,4; Discussion questions 4,5,6.
5. Political and Legal Environment? Chapter 5.
5.1. Home vs. host country.
5.2. Forms of government.
5.3. Trade laws.
5.4. Types of political risk.
5.5. International agreements.
5.6. International law and local law.
5.7. Intellectual property.
5.8. Antitrust law.
5.9. US Foreign Corrupt Practices Act.
Assignment: p. 183. Review questions 4,5,8; Discussion questions
3,4.
6. Global Marketing Research ? Chapter 6.
6.1. Problem formulation.
6.2. Secondary and primary data.
6.3. Data accuracy.
6.4. Data collection.
6.5. Market size assessment.
Assignment: p. 216. Review questions 4,5; Discussion questions 2,3.
Case: p.667 Shiseido Company Ltd. First written assignment.
7. Global Segmentation and Positioning Chapter 7.
7.1. Segmentation criteria.
7.2. Approaches to international segmentation.
7.3. Basis for country segmentation.
7.4. Positioning strategies.
Assignment: p. 242. Review questions 2,4; Discussion question 2.
8. Gobal Marketing Strategies Chapter 8.
8.1. Information technology and competition.
8.2. Globalization drivers.
8.3. Strategies for emerging markets.
8.4. Close up Ukraine
8.5. Close up India
8.6. SWOT analysis.
Assignment: p. 279. Review questions 1,2,4,5; Discussion questions
1,2.
Mid -Term Exam - Chapters 1-8
9. Global Market Entry Strategies Chapter 9.
9.1. Target market selection.
9.2. Entry mode selection.
9.3. Importing/exporting.
9.4. Licensing/franchising.
9.5. Joint ventures.
9.6. Contract manufacturing.
9.7. Wholly owned subsidiaries.
9.8. Strategic alliances.
Assignment: p. 310. Review questions 1,2,4; Discussion question
1,5.
10. Global Sourcing Strategy Chapter 10.
10.1.Trends in global sourcing.
10.2. Value chain and functional interfaces.
10.3. Procurement.
10.4. Costs and consequences.
10.5. Outsourcing of services..
Assignment: p. 343. Review questions 1,4,5; Discussion questions
1,4.
11. Developing New Products for Global Markets Chapter 11.
11.1. Standardization vs. customization.
11.2. Multinational diffusion.
11.3. Identifying new product ideas.
11.4. Global NPD and culture.
Assignment: p. 373. Questions 2,4; Discussion questions 1,3,5.
12. Marketing Goods and Services Chapter 12.
12.1. Global branding strategies.
12.2. Protecting brand names.
12.3. Counterfeit products.
12.4. Product piracy.
12.5. Country-of -origin issues.
12.6. Marketing of services.
Assignment: p. 411. Review questions 1,6,7; Discussion questions
1,2,3.
13. Global Pricing Chapter 13.
13.1. Drivers of foreign market pricing.
13.2. Price escalation.
13.3. Pricing in inflationary environments.
13.4. Transfer pricing.
13.5. Countertrade.
13.6. Pricing and PLC.
13.7. Pricing and the Euro.
Assignment: p. 445. Review questions 1,4,5,6; Discussion questions
3,4,5.
14. Communications Strategy Chapter 14.
14.1. Global advertising.
14.2. Setting advertising budgets.
14.3. Creative strategy.
14.4. Media decisions.
14.5. Advertising regulations.
14.6. Agency selection.
14.7. Direct marketing and trade shows.
Assignment: p. 483. Review questions 1,3,6,7; Discussion questions
1,2.
15. Sales Management Chapter 15.
15.1. Sales force strategy.
15.2. Cultural considerations in personal selling.
15.3. Sales force objectives.
15.4. Recruitment and training.
15.5. Expatriates in sales.
Assignment: p. 509. Review questions 4,6; Discussion questions 1,3.
16. Global Logistics and Distribution Chapter 16.
16.1. Character of global logistics.
16.2. Managing the logistics effort.
16.3. Free trade zones.
16.4. Maquiladora operations.
16.5. Import tariffs.
16.6. Retailing.
Assignment: p. 540. Review questions 3,4,5; Discussion questions
1,3.
17. Export and Import Management - Chapter 17.
17.1. Indirect and direct exporting.
17.2. Mechanics of exporting.
17.3. Role of government.
17.4. Mechanics of importing.
17.5. Gray markets.
Assignment: p. 574. Review questions 3,4,5,8; Discussion questions
3,5.
Case: p.710 AOL Goes Far East. Second written assignment.
Final Examination - Emphasis on Chapter 9-17