Business: Marketing & Logistics 4253
Global Marketing
Autumn 2017
T & H: 7:05 – 8:25 PM
SB 305
Jonathan TaylorText: International Marketing(Any Edition after 12 is fine). Cateora Graham (McGraw Hill)
Office Hours: (By appt.)Readings: Link to purchase cases will be available from Carmen
Email:
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Welcome to M&L 4253. I look forward to working with you. Please find the general syllabus and class outline below. Note that we have a full class with reading on our first day. I’ll provide more insight on cases during our first class so there is no need to acquire all the case readings (except the first one) prior to our first class. Thanks.
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Schedule & Assignments (Subject to change)
8/22 (T):Course Introduction
Syllabus & Class Review
Topic: International Marketing
Objective: To introduce the forces behind international marketing
Text: Chapters 1 & 2
Reading: Distance Still Matters: Hard Reality of Global Expansion
8/24 (H):Topic: Culture and Markets
Objective: Explore the concepts associated with culture in global marketing
Text: Chapters 3 & 4
8/29(T):Topic: Culture and Markets (Case)
Objective: To discuss culture’s impact on marketing in a business setting
Readings: Case Discussion: NFL UK; CJ E&M: Creating a K-Culture in the U.S.
8/31 (H):Topic: Managing in an international setting
Objective: Explorethe concepts associated with managing global businesses
Text: Chapters 5, 6 & 7
9/5 (T):Topic: International Market Research
Objective: Explorethe concepts associated with performing international market research
Text: Chapter 8
Reading: Heineken N.V.: Global Branding and Advertising
9/7 (H):Topic: Global Markets
Objective: Explore the concepts associated with the latest global economies and markets
Text: Chapters 9,10 & 11
9/12 (T):EXAM 1
9/14(H):Topic: International Market Planning / International Advertising
Objective: Explore the concepts associated with planning and advertising for global markets
Text: Chapter 12, 16
9/19 (T):Topic: International Advertising
Objective: Explore the concepts associated with positioning and advertising
Reading: Case Discussion: IKEA Invades America
9/21 (H):Topic: International Products & Services
Objective: Explore the concepts associated with developing and marketing global products and services
Text: Chapters 13 & 14
9/26 (T):Topic: International Marketing Channels
Objective: Explore the concepts associated with establishing international sales and distribution channels
Text: Chapter 15 & 17
Reading: Case Discussion: d.light Design: Marketing Channel Strategies in India
9/28 (H):Topic: Product Brands in International Markets
Topic: International Pricing
Objective: Explore the concepts associated global product branding & pricing
Text: Chapter 18
10/3 (T):Guest Speaker (Scheduling may be adjusted based on speaker availability, if so updates to syllabus will be communicated via Carmen and in class)
10/5 (H):Open: Guest Speaker or Final Exam Review
10/10 (T):FINAL EXAM
Grading
Class Participation (20% of grade)
Students are expected to participate in classroom learning through comments, active listening and discussion with other students. Class participation is an important part of this course’s learning experience and I will actively monitor attendance, preparation and contribution to the classroom environment as components of your participation grade. I take engagement very seriously – as will your future careers.
During class time, you may be asked questions about the day’s reading or case assignments. Discussions may require you to take a position and defend a point of view. Additional note will be made of those students who add the introduction of timely, outside topics to classroom discussion. Finally, courtesy is to be shown at all times during class discussion.
Please Read Carefully – To reduce subjectivity as much as possible, I grade participation along the following guidelines:
A Level (A, A-) contributors attend every class or specifically clear an absence beforehand for select reasons. These students are consistent, valuable contributors to the class discussion - not just by asking questions or restating comments, but by actively forwarding the discussion along with experiences and insight. They are aggressive in engaging in the class debate and eagerto shape the discussion. These students will receive between 18-20 percentage points (of the 20 possible).
B-Level (B+,B,B-) contributors are those who attendregularly and who aregenerally active contributors to the class. These studentspay reasonable attention and ask questions. These students will receive between 16-17 percentage points (of the 20 possible).
C-Level (C+,C,C-) contributors are those who attend class regularly, but rarelyinvolve themselves in the discussions. At times they might comment or ask a question to clarify a point, but that is generally the extent of their involvement. I'm not saying everyone in this group doesn’t pay attention in class (some of the people in this category will do fine on exams), but they do notreally "participate" per se.These students will receive between 14-15 percentage points (of the 20 possible).
D and E Level contributors miss class frequently and/or do not involve themselves in class discussion. These students will receive between 0-13 percentage points (of the 20 possible).
! Important Note: Please pay close attention to the above descriptions. It is possible for a given student to do very well on the exams but see their overall grade affected by lesser participation / engagement in class.
In order to facilitate everyone getting to know one another, please bring a name tent to class. Please note that assigned seating may be necessary.
Exams (80% of grade: Both exams equally weighted)
You will have two exams that will cover class discussion and packet / text readings. Exams may consist of multiple choice and essay questions. Cases may also be used to test practical knowledge. The final exam will focus primarily on those topics presented after the first exam – although I reserve the right to include core topics from any early discussions in the final exam. Additional details on exams will be provided. Exam absences are allowed only in case of emergency – no exceptions – and must be verified and made up at the earliest possible date.
Scheme
Please note that I will use the following grading scheme (standard).
Grade
A = 93-100%
A- = 90-92.9%
B+= 87-89.9 %
B= 83-86.9 %
B-= 80-82.9 %
C+= 77-79.9 %
C= 73-76.9 %
C-= 70-72.9 %
D+= 67-69.9 %
D= 63-66.9 %
E = below 63
Please note that in order to achieve a particular grade you must reach the associated percentage threshold outlined by the grading scheme without rounding.
Academic Integrity
Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the university’s Code of Student Conduct and this syllabus may constitute “academic misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, submitting the same or similar work for credit in more than one class, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If a student is suspected of, or reported to have committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to COAM. If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.
Honor Code: All students are expected to uphold the principles and guidelines of the OSU code of student conduct.
Disability Services
Students with disabilities that have been certified by the Office for Disability Services will be appropriately accommodated and should inform the instructor as soon as possible of their needs. The Office for Disability Services is located in 150 Pomerene Hall, 1760 Neil Avenue; telephone 292-3307, TDD 292-0901;