MARK/IB 3553
International Marketing
M 5:30pm - 8pm
Spring 2015 (Alter Hall 746)
Professor: Dr. Xueming Luo
Charles Gilliland Distinguished Professor of Marketing, Strategy, MIS
Office: Alter Hall 511
Office Hours: by appointment
Telephone: (215) 204-4224
Course Materials
· Text: International Marketing, 16th ed by Cateora, Gilly, Graham, McGraw-Hill Irwin (ISBN 978-0-07-352997-4).
· Harvard Cases
· Class handouts (readings, etc.)
· BusinessWeek, Fortune, Harvard International Review, http://china.adage.com/, China Business Review, and Harvard Business Review (Highly Recommended)
· Course website (http://www.fox.temple.edu/mcm_people/xueming-luo/). You may download chapter PowerPoints slides, lecture outlines, presentation schedules, learning tips, jokes, etc.
Course Overview
Marketing 3553 (cross-listed with IBA 3553) is an advanced level marketing course designed to present, in seminar format, supplemented with class discussions, case analysis, and projects, a STRATEGIC MANAGEMENT PERSPECTIVE of Global Marketing. The course is most appropriate for undergraduate Marketing or IB Majors. The instructor expects students with a well-rounded background in marketing prepared to contribute to all class discussions.
This course design helps students explore comparative marketing systems as well as to develop experience in identifying and exploring global marketing opportunities. We examine problems in performing analysis of the internal marketing system of countries with various types of political-economic structures as well as the marketing implications of these different structures. Specifically, we explore the strategic impact of economic, cultural, political, and legal differences on marketing strategies and marketing mix elements: price, product, promotion, and distribution issues.
Specifically, the course covers problems of marketing and analysis of the internal marketing system of countries with various types of political-economic structures. The course focuses on strategic impact of economic, cultural, political, and legal differences on marketing; we direct attention to decisions regarding international product, price, promotion, and distribution issues.
We use a variety of different assessment tools: project, quiz, and test. We will also use written cases, and a research exercise, and a Semester-long Research Project to assure learning.
Course learning goals
· Identify the key factors related to creating a global marketplace.
· Discuss the key elements of ethical global marketing.
· Research and identify profitable or attractive foreign markets.
· Discuss the impact of different cultural values and belief systems on marketing products.
· Determine marketing strategies appropriate and identify the relevant sources of information and analysis to support the selection of appropriate strategy
· Identify, select, justify an appropriate marketing strategy, and evaluate the financial, human resource, operational and logistical implications of different strategies.
Course Outline (tentative; changes could be made randomly in class)
Date / Content / Assignment / Key ActivitiesJan. 12 / Orientation: First day of class
Course organization
Chapter 1: The Scope and Challenge of International Marketing
Assignment: Event Projects assigned
Special issues on China & India / Video: High-tech toilet
Las Vegas in Macao
English Languages Game
Ipod
Jan. 19 / Dr. Martin Luther King, Jr. Day (no classes held)
Jan. 26 / Chapter 2: The Dynamic Environment of International Trade
Event Projects start
World music CD / Video: Wal-Mart in China
Mercedes&Chrysler
Chapter 3: History and Geography–The Foundations of Culture
Feb. 2 / Chapter 3: History and Geography–The Foundations of Culture
Video: India’s Economy and Foreign Markets
Assignment: Harvard Case Write-up / Youtube.com many foreign country video Culture Simulations Game
Video: Mexico and South America
Chapter 4: Cultural Dynamics in Assessing Global Markets
World most famous women / Guest Speaker
Feb. 9 / Chapter 5: Culture, Management Style, and Business Systems Preparing International Money $ Showcase / Disneyland in Hong Kong
Chapter 8: Developing a Global Vision through Marketing Research / Dr. Pepper in Latin International Money $ Showcase
Feb. 16 / Exam #1 (chapters 1, 2, 3, 4, 5, 8)
Feb. 23 / Chapter 9: Economic Development / Samsung global ads
Chapter 10, 11: Multinational Regions (Europe, Africa, Middle East, Asia)
Mar. 2 / No Class: Happy Spring Break / Video: trade protection vs. Japan
Mar. 9 / Chapter 10, 11: Multinational Regions (Europe, Africa, Middle East, Asia)
Chapter 12: Global Marketing Management: Planning and Organization / Guest Speaker
Mar. 16 / Chapter 12: Global Marketing Management: Planning and Organization / International Music Showcase
Mar. 23 / Chapter 13: Products and Services for Consumers
Chapter 14: Products and Services for Businesses / Dr. Pepper in Latin
Mar. 30 / Exam #2 (chapters 9, 10, 11, 12, 13, 14)
Apr. 6 / Chapter 15: International Marketing Channels
Video: Honda North America
Preparing International Cloth/Culture Showcase / Best collections of Cola wars ads
Chapter 16: Integrated Marketing Communications and International Advertising
Apr. 13 / Chapter 16: Integrated Marketing Communications and International Advertising / International Cloth/Culture Showcase
Chapter 17: Personal Selling and Sales Management / Sales Star Video
Apr. 20 / Chapter 18: Pricing for International Markets
Chapter 18: Pricing for International Markets / Guest Speaker
Apr. 27 / Chapter 19: Negotiating with Intentional Customers, Partners, and Regulators
International Marketing Conclusion
May 4 / Exam #3 (chapters 15, 16, 17, 18, 19)
Grading method
You have a total of 500 points. The final grade will be the weighted average of the points of exams, quizzes, event presentation, and Harvard case write-up. Please keep tracking your points throughout the semester.
Requirement / Points / WeightsExam 1 / 100 / 18%
Exam 2 / 100 / 18%
Exam 3 / 100 / 18%
Class Attendance / 50 / 9%
Quizzes (5*20) / 100 / 18%
Individual Assignment: Event project (40) / 40 / 7%
Group Assignments: Harvard interview (60)^ / 60 / 11%
TOTAL / 550 / 100%
^ group member peer evaluation scores will be counted. See the Peer Evaluation Form.
Alpha Grade reported for numerical scores as follows:
A = 93 - 100 A- = 90 - 92 B+ = 87 - 89 B = 83 - 86 B- = 80 - 82 C+ = 78 - 79
C = 77 C- = 74 - 76 D+ = 71 - 73 D = 70 D- = 67 - 69 F = 66 or below
Students are to attend class and to arrive ON TIME. Attendance is taken at the start of each class.
Note: more than three unexcused absences will result in a lowering of a full alpha grade (regardless of exam grades). More than 5 unexcused absences will result in a failure for the course.
Three Exams: The 3 exams will cover all assigned text readings, class lectures, and assigned readings. The exams will not be cumulative; they will cover the text and lecture material covered since the last exam. You need to bring Scantron sheets and #2 pencils. Make-up exams will only be given to students in cases of emergencies; but written documents are required in advance or afterwards. All make-up exams will be scheduled right after Exam 3.
Quizzes: Although 6 quizzes will be given during the semester, only the highest 5 scores will be counted toward your grading (to your benefit). Quizzes will be given randomly at the beginning of the class, during the class, or at the end of the class.
Individual Event Projects: Each student is expected to make one oral presentation in class and turn in the PPTs during the semester. Your event project will be evaluated based on your summary quality and presentation communication skills.
Group Harvard Case Write-up. The case write-up will be assigned in class two weeks before the due date. Form a 3-person group in case studies and turn in the assignment as a group. Details will be given in class*.
* please power off or mute cellular phones. You cannot read newspaper, solve the crossword puzzle, or do anything not related to the class.
Academic Integrity - Learning is both an individual and a cooperative undertaking. Asking for and giving help freely in all appropriate setting helps you to learn, however, you should represent only your own work as your own. Personal integrity is the basis for intellectual and academic integrity. Academic integrity is the basis for academic freedom and the University's position of influence and trust in our society. University and school rules and standards define and prohibit "academic misconduct" by all members of theacademic community including students. Faculty expects students to be familiar with these standards and to abide by them. Temple’s Policy on Academic Dishonesty is available at the following link: http://www.temple.edu/bulletin/Responsibilities_rights/responsibilities/responsibilities.shtm
Academic Freedom - Freedom to teach and freedom to learn are inseparable facets of academic freedom. Temple University has adopted a policy on Student and Faculty Academic Rights and Responsibilities which is accessible through the following link: http://www.temple.edu/ece/Univer%20Policy%202006.pdf
Academic Accommodations - It is Temple University's policy to provide reasonable accommodations to students with exceptional needs under the ADA. Any student with a disability or need should inform their instructor of accommodations or adjustments as needed. Faculty exerts effort to accommodate students with documented disabilities. For more information about the ADA and academic accommodations or adjustments, contact the Office of Disability Resources and Services at 215-204-1280 or go the website: http://www.temple.edu/disability/ Students in need of academic support are encouraged to seek that help; try: Forhelp with yourwriting,try: http://www.temple.edu/writingctr/
For Academic Support, try: http://www.temple.edu/rcc/w1.htm
For general counseling, try: http://www.temple.edu/counseling/backup/
International Marketing
Grading Tracking Form
Requirement / Points / Tracking My PointsExam 1 / 100
Exam 2 / 100
Exam 3 / 100
Class Attendance / 50
Quizzes (5*20) / 100
Individual Assignment: Event project (40) / 40
Group Assignments: Harvard Cases (60) / 60
TOTAL / 550
International Marketing
Group Members Contact Information Form
Member Name / Email Address / Phone #
International Marketing
Peer Evaluation Form
Project Title: ______Date: ______
Please submit to me individually – so that your group members would not see it.
Rate your group members as follows: Effort* Quality*
My Name: ______(#1) ______
Group member: ______(#2) +______+ ______
Group member: ______(#3) +______+ ______
= 100 pts. =100 pts.
Write down some comments about your group:
______
______
______
______
Individual Event Projects
· Follow the format in below for both presentation and PPTs (with 10 slides for 10 minutes). Please remember that you should submit a hard copy of the PPTs (fit the slides in one page, 2-sided) and the article (stapled together) to me at the beginning of the class due. You should keep a separate copy for your presentation. You also email me a soft copy of your powerpoint before the class due (Due dates are posted online).
(Your last name, first name )
(title, source, and date of the article*)
The introduction (you name and short summary of the article)
The foreign country mentioned in the current article (get more information from the websites for Country Information): Each student is expected to make one individual oral presentation in class. Select one current (less than 4 weeks old) article from BusinessWeek, Fortune, Harvard Business Review, http://china.adage.com/, and the Wall Street Journal*.
1. the foreign country’s profile, your own experience (if any), google.com search culture shocks, and marketing in that country, youtube.com find videos of that country, and google.com search jokes, interesting facts, business culture in that country.
2. compare the country to U.S.A (In your oral presentation, feel free to use any culture-related food, dance, clothing, music, money,…, to demonstrate. Extra points possible)
http://dir.yahoo.com/Regional/countries/ , https://www.cia.gov/library/publications/the-world-factbook/index.html , http://www.countryreports.org/
The chapter concept related to the current article:
3. the concept (the key definitions in the end of each chapter of the textbook; you can get the concept from paragraph headings too) in the assigned chapter
The conclusion:
4. your thoughts (2 most important points in your view) on how this article and the chapter concept can help a fortune 500 firm** (or your own firm) to market better or sell more in the foreign country
**You select a firm from http://fortune.com/fortune500/
Oral presentation time=10 minutes in class, (red card shown means that it is time for conclusion)
You need to find an article that addresses one foreign country and a key term/definition of the chapter assigned to you. It is NOT necessary for you to find an article talking about the local firm per se. You only need to make argument on how and why this article will benefit the local firm.
Group Harvard Interview Presentation
· The Harvard interviews are group-based assignments. Each group (3-person group) is expected to turn in 20 PPT slides for the oral presentation (20 minutes). Rehearsal is the key to a better grade.
· Please remember that you should submit a hard copy of the PPTs (fit the slides in two pages, 2-sided) to me at the beginning of the class due. You should keep a separate copy for your presentation. You also email me a soft copy of your powerpoint before the class due (Due dates are posted online). Follow the same format in below for both presentation and PPTs.
· The topic is about “Helping US Firms to Sell More Successfully in Foreign Countries.” Below is an example of how to accomplish the project with China as the foreign country. Your group may discuss and select any other foreign country such as Russia, India, Japan, Brazil, Mexico, Germany, or any other interesting countries.
The introduction (you names, company, and China)
The Firm and China background before the interview:
1. select one local firm (or big firm from http://fortune.com/fortune500/) that is either conducting businesses in China or interested in entering China; research the firm’s 4P+3C, brand, market segment/positioning, SWOT, customer relationship management, critical success factors, service quality, selling techniques, product samples/ad videos, research data analyses adopted by the firm
2. present China profile, culture, and the significance of China to world (In your oral presentation, feel free to use any culture-related food, dance, clothing, music, money,…, to demonstrate. Extra points possible); report a summary of one current news related to the firm’s global actions in China (from BusinessWeek, Fortune, the Wall Street Journal, Neilsen.com, or Google); read the Harvard Business Review articles on China^
Interview the firm manager
3. schedule an appointment (get the contact information from the websites or personal networking). Before the interview, your group should have read the Harvard articles, have researched the firm website and its major competitors, and have prepared some semi-structured questions to ask (adapt the exemplar Client Interview Form in your interview context; include this form as the Appendix stapled together.