BUS310-BLP–Princ. of Mktg.
Wiese – Fall 2016
BUS310C – Principles of Marketing
Nila Wiese, Ph.D.
Professor & BLP Director
Office: McIntyre 111H / Bus310C-BLPPhone: 253-879-3390 / Fall 2016
e-mail: / T/T 11-12:20
Office Hours: Wed 10:00-12:00
If these times don’t work for you, I am always
available by appointment. / MC107
Course Themes
As the global economy becomes more complex and dynamic, businesses of all sizes demand global managers who understand how organizations can compete effectively in a variety of market environments. As companies increasingly explore opportunities in foreign markets, it will be more important to understand the similarities, differences, and peculiarities of operating in global versus domestic markets. The course has two overarching goals: First, the course provides students an opportunity to develop a more in-depth understanding of how cultural, legal, political, and economic factors affect the marketing of products and services in different national, regional, and global contexts. The emphasis is on how macro-environmental factors influence marketing management decisions. Second, the course examines the competitive dynamics of global markets and provides a framework that guides marketing strategy formulation and implementation at the stages of market entry, local market development, and global market integration.
LEARNING OUTCOMES
After successful completion of this course, students will:
- Be able to demonstrate an understanding of key marketing concepts such as segmentation, targeting, positioning, branding, and market analysis, and how to apply them to local, regional, and global markets.
- Be able to critically assess and evaluate opportunities and challenges presented by the global marketplace.
- Have a solid understanding of marketing strategy formulation in the local, regional, and global contexts, and be able to apply concepts related to market selection, global market entry, and growth and expansion strategies.
- Be able to demonstrate proficiency in analyzing markets using secondary sources of information.
- Develop oral, written, and cross-cultural communication skills appropriate for effective global marketing management.
Learning Environment
This course is based on an interactive teaching approach and it is designed with your learning needs in mind. Therefore, students’ thorough and diligent preparation and participation inside and outside the classroom are critical. My role is to guide and support your learning; your role is to prepare class material to fully engage in and contribute to your learning and that of your classmates. As such, impeccable attendance, extensive individual preparation of readings and cases, and a willingness to contribute your knowledge and perspectives are expected.
I encourage you to make full use of office hours. You can use office hours as a time to: clarify ideas; get additional readings or materials; go over work in progress; or, discuss careers in the field. You do not have to be having a problem to use office hours, and it is best not to wait until you are having serious difficulties.I look forward to working together this semester to make this course a productive, fun, and lasting learning experience for us all.
I. Class Format
The course offers a variety of teaching tools that may suit different individual learning styles, including lectures, case analyses, videos, research projects, and individual and team presentations. Assigned readings and cases have been carefully selected to provide you with basic foundations on the topics to be discussed, in-depth analysis of particular aspects or dimensions of selected topics, and examples of specific approaches to marketing management. Assignments have been designed to give you an opportunity to acquire or apply relevant knowledge, and to develop and strengthen your research, analytical, and communication skills.
The course will be managed through Moodle. I will post class schedules, assigned readings, homework, reminders of project deadlines, PowerPoint slides, etc. Please note that the purpose of PowerPoint slides is to help you structure the material presented in class. If you choose to print these slides in advance and bring them to class they may also decrease your writing load so that you can listen and participate more effectively. The slides are not a substitute for attending class and reading them will not be sufficient for performing well in the course. It is your responsibility to stay informed at all times of what is/will be happening in the course, so be sure to check Moodle on a daily basis. Lack of knowledge will not be considered an acceptable excuse for missed assignments or homework, or for inadequate class preparation.
II. Required Materials
BUS310 Principles of Marketing: A Global Perspective(2016), Woodroof, P. & Wiese, N.,
Pearson Custom Library. Available at the Bookstore.
All other required readings will be posted on Moodle or can be accessed directly from the
library databases (see schedule below).
III.How Learning Will Be Assessed
1. Written and Oral Assignments
A. Case Analyses
Case analysis is an integral learning tool in marketing. Cases give students an opportunity to practice decision making in situations that come close to a real life scenario. Each student will prepare written analyses for two business cases. Detailed instructions will be provided and discussed on September 8; they willalso be posted on Moodle.
B. Skill Development Exercises
You will be given a series of exercises to develop specific marketing-related skills and/or apply key concepts. Guidelines for each of these exercises will be provided on September 8; they will also be posted on Moodle.
C. Team Project
Students will complete a team project involving research, analysis, a written report, and an oral presentation. Detailed instructions will be provided on September 8; they will also be posted on Moodle.
2. Active Class Engagement
Participation is a key component of this course, and you are expected to take an active and consistent role in class discussions. I also expect your contributions to class discussions to be insightful and to demonstrate careful and conscientious preparation prior to class. This means that you must read and analyze the assigned material (readings and cases) before class. One way to make contributions is to prepare questions or comments about readings or assignments that you want to have addressed during the class period. During class time, you may be asked to contribute in various ways, including: Reviewing concepts from the previous class session, summarizing an assigned reading, answering discussion questions, applying concepts from readings, etc. If you do not feel comfortable getting involved in open discussions, see me privately to discuss strategies for increasing your involvement. Quizzes may be given, without prior notice, to evaluate careful reading of assigned material. Quizzes will be given during the first ten minutes of class. There will be no make-ups for missed quizzes due to absence or tardiness.
Regular attendance and punctuality are essential for successful completion of this course (see course policies below); remember, if you do not come to class you cannot participate in class! The professor will maintain an ongoing record of your attendance and punctuality. If you must miss class but want to make-up your absence, you may submit up to two 250-300 word written contributions discussing the readings assigned for that day. This must be submitted via e-mail prior to class time. The professor reserves the right to remove a student from the course for excessive absences or tardiness (i.e., more than three such instances).
Throughout the semester, you will be required to complete a number of homework assignments and in-class exercises. Detailed instructions and due dates for these will be posted on Moodle or distributed in class.
Your final grade for active class engagement will be composed of: Consistency and quality of your contributions to class discussions; level of preparation demonstrated during your participation in course activities; satisfactory completion of homework and in-class exercises; quizzes; attendance and punctuality; and classroom conduct.
3. Exams
There will be three exams. All exams are integrative in nature (i.e., each exam will focus on topics as specified in the schedule, but you are expected to incorporate previously studied material when relevant). The exams will include a combination of short and long open-ended, essay-type questions. I will provide study guides to help you prepare for the exams.
If, for a university approved reason, you cannot take an exam at the scheduled time, you must give me written notice at least one week in advance so that we can make other arrangements. If the situation does not allow for advance notification (medical or family emergency), contact me as soon as possible after the missed exam. Make-up exams for non-university approved reasons are at my discretion. Failure to take any exam at the scheduled time will result in a score of zero for that exam.
IV. Course Policies:
1. Attendance and Punctuality. You are expected to arrive to class on time and to remain in class until the end of the class session. Habitual tardiness is disruptive to the rest of the class and multiple absences will hinder your ability to keep up with the demanding reading schedule of the course; both will result in a significant reduction in your active class engagement grade and even dismissal from the class. Do not schedule trips or any other personal activities during scheduled oral presentations. I will not make special arrangements or give make-up opportunities for anyone with non-emergency conflicts.
2. Academic Dishonesty. You are expected to behave ethically and honestly throughout the development of this course. Due to the nature of this course, collaborative work is encouraged. However, misrepresenting another person’s work as your own, taking credit for someone else’s words or ideas, and soliciting or accepting help on a test or assignment when you are expected to work independently qualify as academic dishonesty. Any case of academic dishonesty will be taken seriously and pursued in accordance with University policies and procedures.
3. Accommodations for Students with Disabilities.If you have a physical, psychological,
medical or learning disability that may impact your course work, please contact Peggy
Perno, Director of the Office of Student Accessibility and Accommodations, Howarth 105,
, 253.879.3395. She will determine with you what
accommodations are necessary and appropriate. All information and documentation is
confidential. Please notify me during the first two weeks of the semester of any accommodations needed for the course. If you are evaluated as needing accommodations after the first two weeks of the semester, you must notify me as soon as possible and no later than five working days prior to any scheduled exam, assignment, etc. for which you may need accommodations.
4. Re-grading Policy. Any complaints concerning grading should be called to the immediate attention of the professor in the form of a re-grade request. The student requesting the re-grade should indicate the reason(s) he/she believes an item or assignment should be re-graded. If the student believes his/her score on a graded assignment, quiz, exam, etc. contains an error, he/she must submit a written analysis containing the rationale for the error. This analysis needs to be supported by as much documentation from the readings and other sources as possible to have the highest probability of success. Asking verbally or submitting a short note asking the professor to “recheck question #x” for example, is insufficient, and this type of request will not be considered. The re-grade request must be given to the professor in writing, no later than five working days after the graded item is returned to the student. The score on the re-grade will be final.
5. Other Class Conduct: This course is highly interactive and participatory, and the workload is significant. Therefore, I expect each student to contribute to creating an open, harmonious, respectful, and productive learning environment. Some useful guidelines to accomplish this include:
- Contribute to class discussions in a positive and constructive manner, and make your contributions relevant to the issue at hand.
- Address the professor and your classmates in a respectful manner. If a classmate is talking, please wait until he/she is done rather than interrupting them.
- Turn off and put away your cell phones and any other electronic devices.
- Using your laptop computer in class is a privilege not a right, and it is up to the professor’s discretion to allow you to do so. If you plan to use a laptop in class be sure to use it only for the needs of this class. If I notice a student using his/her computer to look up non-class related sites, read or write assignments for other classes, check e-mail, or any other irrelevant activity, I will ban that student from using a laptop for the remainder of the semester.
- Avoid walking in and out of the classroom unless it is absolutely necessary.
- Please do not sleep in class—it is disrespectful to others and a waste of everyone’s time. If you are too tired to attend class, don’t come to class.
6. Student Bereavement Policy
Upon approval from the Dean of Students’ Office, students who experience a death in the
family, including parent, grandparent, sibling, or persons living in the same household, are
allowed three consecutive weekdays of excused absences, as negotiated with the Dean of
Students. For more information, please see the Academic Handbook.
7. Classroom Emergency Response Guidance
Please review university emergency preparedness, response procedures and a training video posted at There is a link on the university home page. Familiarize yourself with hall exit doors and the designated gathering area for your class and laboratory buildings.
If building evacuation becomes necessary (e.g., earthquake), meet your instructor at the designated gathering area so she/he can account for your presence. Then wait for further instructions. Do not return to the building or classroom until advised by a university emergency response representative.
If confronted by an act of violence, be prepared to make quick decisions to protect your safety. Flee the area by running away from the source of danger if you can safely do so. If this is not possible, shelter in place by securing classroom or lab doors and windows, closing blinds, and turning off room lights. Lie on the floor out of sight and away from windows and doors. Place cell phones or pagers on vibrate so that you can receive messages quietly. Wait for further instructions.
Grade Distribution
You will be evaluated on the basis of written and oral work, examinations, and active class engagement as described above. Remember that I do not “give” grades; rather, you earn your grade. Distribution of points is as follows:
Case Analyses 11%
Skill Development Exercises 16%
Team Project 25%
Active Class Engagement12%
Exams36%
_____
TOTAL 100%
Tentative Schedule*
Wk / Dates / Topic / Readings & Assignments**(Please complete before class)
1 / Aug. 30 / Course Introduction & Discussion of Syllabus
Sept. 1 / 1. Intro: What is Marketing?
What is Global Marketing? / TB – Ch. 1
Moodle: We are all marketers now; How we see it-Three senior executives on the future of marketing
Watch: organization/leaders_everywhere_a_
conversation_with_gary_hamel
2 / Sept. 6 / 2. The Global Marketplace
2.a Economic Environment / TB – Ch. 2
Moodle:Shifting tides-Global economic scenarios for 2015-25; McKinsey global survey results-Economic conditions snapshot, March 2016
Plus, review: 2016/update/02/
Sept. 8 / 2.b Political, Legal, and
Regulatory Environments / TB – Ch. 3
Discussion of Course Assignments
3 / Sept. 13 / 2.c Cultural Environment / TB – Ch. 4
Sept. 15 /
- Global MarketingInformation Systems & Research
Week / Dates / Topic / Readings & Assignments**
(Please complete before class)
4 / Sept. 20 / 3. Information Systems – Cont. / Moodle: MK-Big data-The next frontier for innovation, competition and productivity
Sept 21 / BUS201: 6:30-8pm @Rausch Documentary + Discussion / “The Human Face of Big Data” with Ben Bradley ’08 (Tableau)
Sept. 22 / 4. Global Marketing Strategy
4.a OpportunityAnalysis &
Market Selection / Moodle:Remapping your strategic mind-set; How digital marketing operations can transform business; Competing for the global middle class
5 / Sept. 27 / Exam 1 / Units 1-3
Sept. 29 / 4.b Entry & Expansion
Strategies / TB – Ch. 6
6 / Oct. 4 / 4.c Competitive Analysis / TB – Ch. 7
Case:Fundacion Bringas Hahgenbeck
Oct. 6 / 5. Understanding Consumer
and Business Markets / TB – Ch. 8
7 / Oct. 11 / 5. Understanding Consumer–
Cont. / Moodle: MK-The new consumer decision journey; Developing a fine grained look at how digital consumers behave
Oct. 13 / 6. Segmentation, Targeting &
Positioning / TB – Ch. 8
Moodle: Teens today, young adults in 2020; Rise of generation C; Meet the Chinese consumer of 2020
8 / Oct. 18 / Fall Break – No Class
Oct. 20 / 6. Segmentation… - Cont. / Case Due: NASCAR
Week / Dates / Topic / Readings & Assignments**
(Please complete before class)
9 / Oct. 25 / Exam 2 / Units 4-6
Oct. 27 / 7.Product Strategy for Global
Markets / TB – Ch. 10
Moodle: MK-Finding great ideas in emerging markets
10 / Nov. 1 / 7. Product Strategy – Cont. / TB – Ch. 11
Nov 2 / Field trip to Destination Harley / Depart Jones Circle @4:45pm
Nov. 3 / 7.Product Strategy – Cont. / Progress Report on Team Project DUE: via Moodle
11 / Nov. 8 / 8. Pricing Decisions in Global
Marketing / TB – Ch. 12
Nov. 10 / 8. Pricing Decisions – Cont. / TB – Ch. 13
Case DUE: Taco Bell in India
12 / Nov. 15 / 9. Global Marketing
Communications / TB – Ch. 15
Nov. 16 / Field trip to Advertising/Media Agency / Depart Jones Circle@ 3:45pm
Nov. 17 / 9. Mktg. Comm. – Cont. / Moodle: TBD
13 / Nov. 22 / 10. Global Marketing Channels
& Physical Distribution / TB – Ch. 14
Nov. 24 / Thanksgiving Break – No Class
14 / Nov. 29 / 10. Marketing Channels – Cont.
Course Evaluations / Case: Kering
Dec. 1 / Team Presentations
15 / Dec. 6 / Team Presentations
16 / Dec. 15 / Final Exam
(12:00pm-2:00pm) / Topics 7 – 10
* Note: The Professor reserves the right to adjust the syllabus and schedule as needed to enhance students’ learning. Any changes (including, but not limited to, schedule changes, adding/deleting topics, changing assignments, redistributing grading, accommodating speakers and/or field trips) will be announced in class and posted on Moodle. The syllabus and schedule posted on Moodle supersede any hard copy distributed the first day of class. It is your responsibility to be aware of these changes at all times.
** TB = Textbook: Chapters from customized course textbook.
Moodle: These readings are posted on Moodle, they are organized in folders and labeled
exactly as they appear on this schedule. Additional readings may be posted throughout the
semester.
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