PRELIMINARY Course Syllabus (See Carmen for updates)
Fisher College of Business, The Ohio State University
BUS M&L 4253: Global Marketing
Instructor: Melissa Fisher Classroom:
Office: 250 Fisher Hall Office Hours: By Appointment
Email:
Telephone: n/a URL: Carmen.osu.edu
Slides will be posted on Carmen. Please bring questions to class after reviewing the slides. Class time will be devoted to cases, discussion, and questions about slides. Tentative topics and dates:
Course Outline* (check Carmen for updates)
No. / Dates / Topic – case pg. numbers in casebook(Chapters and page numbers relate to book which is optional) / Textbook Chapter
14th edition
BOOK IS OPTIONAL
1 / 1/8 / Syllabus review and overview of class
Introduction to International Marketing and Trade
History, Geography, and Culture
Mattel Hot Wheels example / 1
2
3
2 / 1/10 / Cultural Dynamics
Class Cases: IKEA/HBR and Starbucks Going Global – pg. 2 / 4
3 / 1/15 / Culture, Management, Business Systems
Case 1: Disney – pg. 6 / 5
4 / 1/17 / The Political Environment
Case 2: Airbus – pg. 11 / 6
5 / 1/22 / Global Vision and Marketing Research
Case 3: Mayo – p. 16 / 8
6 / 1/24 / EXAM 1
7 / 1/29 / Emerging Markets – Americas/Asia Pacific
Case 4: Coke/Pepsi – p. 20 / 9???
8 / 1/31 / Global Marketing Management: Planning/Organization
Mattel organization structure example / 11
9 / 2/5 / Product and Services for Consumers
Case 5: McD/Obesity – p. 26 / 12
10 / 2/7 / International Marketing Channels
Avon and Barbie, Mattel example
Class Case: L-V/HBR/SPEAKER / 14
11 / 2/12 / Integrated Marketing Communications
Case 6: Nestle – p. 30 / 16
12 / 2/14 / Product and Services for Businesses
Case 7: Iberia – p. 34 / 13
13 / 2/19 / Pricing for International Markets (finish if needed)
Case 8: Bottom of Pyramid – p. 38/P&G example / 18
14 / 2/21 / Class Case: Icebreaker/HBR Capstone Case/SPEAKER
15 / 2/26 / EXAM 2
*Note: Subject to change. Speakers’ schedules may necessitate revision. Please check the information on CARMEN for updates to syllabus, lecture slides, announcements, or files.
Custom case book – MacGraw Hill: ISBN-10 1121754805
OPTIONAL Text: International Marketing, Cateora, Gilly, Graham, 14th ed. – eBook is available
Additional Cases: as assigned from Harvard Business Review – please hold off purchasing as speakers may pre-empt a class case discussion
Supplementary Course Material
All other course materials such as class slides and instructions will either be made available on CARMEN or given out in the class.
Course Objectives
Global Marketing focuses on developing the skills and understanding necessary to run a successful business with international considerations and make key decisions, esp. global decisions, which drive success. This course will prepare you to work as a key team member of an interdisciplinary or marketing team within a larger organization. You will develop skills that will allow you to evaluate the business, make recommendations, and execute upon those plans to drive the business.
As a result of this class, you will be better prepared to:
1. Understand the issues and challenges that international marketers face
2. Understand and use many of the terms and business models commonly employed today
3. Understand how to create well-defined action plans and execute to achieve business goals
Class Format
This class will use a format where students review concepts prior to class and the class focuses on application and examples as well as questions. A typical class will involve three elements:
· Current events presentations from students and the instructor and relevant discussion
· Case presentation, debate, and discussion and some in-class group activities
· Q&A regarding slides and topical material posted online (we will discuss questions from students and further elaborate on topics)
Students are responsible for the readings and slides assigned. Reading and reviewing slides should be done prior to the relevant class as listed on the syllabus. Refer to discussion questions and online notes prior to class. Everything in notes and assignments is fair game for test material, whether covered in class or not; similarly, not all class material is covered in notes. The combination of assigned material and in-class discussions/lectures will develop your thinking.
The main benefit of this class is not found in specific lessons learned but in developing a strategic, internationally-sensitive perspective to solving problems and making business/marketing decisions.
If you have other commitments that make attendance difficult or impossible, you should consider taking this course during a different quarter. I do not excuse students except for valid medical emergencies, period. These must be documented by a written excuse signed by a medical professional.
ATTENDANCE
Class attendance and active, quality participation in discussions is critical to your learning. Therefore, please attend all classes and offer reasoned, thoughtful input that incorporates materials from the texts and our lectures/discussions versus your personal opinions and random thoughts off the top of your head. Though those thoughts are valuable to you, business strategy must be based on critical thinking, reasoning, and analysis of facts. You will have the opportunity to develop these skills and demonstrate them in our class discussions; therefore, you must attend class.
I have noticed a high correlation between final grades and attendance/participation.
COURSE EVALUATION – Your grade will be determined as follows:
1. Tests – 2 at 30% each of final grade – 60% total (usu. 30-50 multiple choice questions)
2. Class Participation – 15% of final grade
We will track QUALITY participation each class. To help me keep track of it, you will also give me a brief, one-paragraph summary of your participation IN CLASS (do not add non-class info.) This will help to jog my memory and supplement my notations. These must be turned in by the end of the class period or they do NOT count.
Ideal participation (10) will incorporate:
- Thoughtful, reasoned input based on business concepts and unique, non-obvious insights
- Incorporating class topics and learnings gained from class
- No personal opinions without grounding in strategic business and class concepts
- If participation is not up to this standard, it will be assigned a grade of <10:
9 – good thoughts and observations with few/minimal significant insights
8 – good info., mostly obvious
6-7 – minimal info., obvious info., incorporating personal opinions, not justified
YOU MUST WRITE A DETAILED DESCRIPTION OF YOUR PARTICIPATION AND TURN IN AT THE END OF THAT CLASS – NO LATE SUBMISSIONS WILL BE ACCEPTED
3. Current events article/written assignment – one at 12.5% - sign up ASAP
- Current events article related to class topics:
- Oral presentation – summarize for class and relate to class topics (3-5 min. MAX.)
- Include a few slides in a brief presentation and lead quality discussion
- Written summary – one-half page (MAX.) hardcopy write up - relate to class topics
4. Case discussions – each team will lead one case discussion – 12.5% - sign up asap
- Provide 7-10 min. MAX. summary of case facts; turn in hardcopy of slides
- Discuss how this case relates to class topics
- Include discussion of additional research you perform – ex. What has happened since?
- Lead discussion of case with class – encourage class involvement and quality discussion
- consider discussion questions
- include questions you develop relating to class/book topics and outside research
NOTE: There may be opportunities for extra credit at 1 or more points each
Tests:
Dates for tests are given in the syllabus (subject to change). Questions will come from the cases, lectures, discussions, and class topics. You are permitted to use ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in tests.
During tests, questions will be discouraged, unless a typo or some other mistake in the test makes a clarification necessary. During tests, only pen, pencil, eraser, calculator, and your one-page notes are allowed to be left on the table. All other materials and cell phones must be put away and cell phones silenced.
NOTE: Not all testable material will be covered in class discussion and lecture; some will be from the required reading. Other testable material will come from class discussion and will not be covered in book or slides.
Grading Scale – PLEASE NOTE CUTOFFS
The grading scale that will be utilized for the final grade is as follows (note: you must reach the minimum of each range to get that grade – ex. an 86.5 would be a B without rounding):
Grade GPA Grade GPA
A = 94-100 % 4.0 C+ = 77-79.XX % 2.3
A- = 90-93.XX % 3.7 C = 73-76.XX % 2.0
B+ = 87-89.XX % 3.3 C- = 70-72.XX % 1.7
B = 83-86.XX % 3.0 D+ = 67-69.XX % 1.3
B- = 80-82.XX % 2.7 D = 63-66.XX % 1.0
E = below 63
Re-grading requests or grade challenges will be accepted in writing within 1 week of receipt of the grade and must detail the issue clearly in writing. After that one week, grades are final and beyond questioning.
Grades may or may not be rounded at the end of the quarter.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (see end of this document) with your picture by Class 2
Important Notes
· All relevant dates and assigned reading due dates are included in the Course Outline. Please make note of these dates and plan your quarter accordingly. If you are unable to attend a class, please notify me by email unless it is an emergency. With a valid medical excuse for illness, missed tests will be dealt with on an individual basis. There may be a points penalty for taking a test late; therefore, avoid this.
· You are encouraged to ask questions by email and/or set up an appointment. Questions will be answered by return email, during a one-on-one meeting, or during the next class session. At any time, you are encouraged to set up an appointment for one-on-one assistance.
· Please let me know if you have a disability and need accommodations to make the learning environment more effective. Also, let me know if you are a client of Student Disability Services and need accommodations.
· You are responsible for everything that takes place in class, including changes to assignments or schedules, whether you are present or not. If you must miss class, please arrange with a classmate to share notes.
· Please come to class on time. Late arrivals may cause a deduction of points from your final grade. Turn off your cell phones and pagers before you come to class. Do not take calls in class. Do not use your PDA while class is being conducted. Taking notes on a laptop is acceptable; doing other work, gaming, or searching the internet during class is not. These actions cause the class to become distracted and diminish the learning environment.
· Any changes to the syllabus will be posted online and/or discussed in class. You are responsible for following the most recent syllabus. Group exercises may be noted in the online slides.
DROP Policy – Fisher College of Business
Fisher College of Business strongly enforces University attendance policies. As per University rule 3335-8-33, any student may be disenrolled from a course for failure to attend by the first Friday of the term, or by the 3rdinstructional day of the term, or by the second class meeting,whichever occurs first. http://trustees.osu.edu/rules/university-rules/rules8/ru8-33.html
Have fun! This course lets you formulate marketing strategy without risking your own money or your job!
ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
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, 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 I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:
1. The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
2. Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html)
3. Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
Class Participation Sheet:
NAME: ______Section: Date: ______
1. What did you contribute to our discussion in class today? Ex. Practical applications of concepts studied, examples, news articles or QUALITY/THOUGHTFUL comments related to today’s topic that you provided in our class?
(CAUTION: remember, your random opinions are NOT quality participation and will not generate a good score.)
Your comments or questions: