ISTANBULTECHNICALUNIVERSITY
INTERNATIONAL MARKETING
Spring – 2010
Professor:Ayse Banu Elmadag, PhD.
Office:B401
Office Hours:Thursday 13:00- 14:00 or By appointment.
Phone:0 212 293 13 00 - 2761
E-mail: (Is preferred as I usually check it a few times a day) –
Web space:
Text: Global Marketing by Warren Keegan and Mark Green, Prentice Hall.
(Text book is a required component of the course all students should acquire a copy of the text and bring it to class meetings.)
LEARNING OBJECTIVES:
The primary objective of this course is to expose you to issues involved in international marketing. The Turkish business is becoming increasingly more aware of the international marketplace and is looking for employees with international expertise. It is impossible in any one course to teach you how to market every product in every country. In this course, we will look at general examples and frameworks of international marketing through the text, lecture, and discussion. We will also look at one specific example of how to market a product in a country through the group project. By providing the framework and one in-depth example, students should be able to apply this knowledge to the product and country specific examples that will come up in their careers.
This course should (a) sensitize students to economic, political, and cultural differences among nations as they effect marketing (b) introduce students to the international framework of organizations, laws, and practices that affect marketing (c) develop students abilities to identify and evaluate marketing opportunities abroad (d) develop student skills in gathering information, drawing conclusions from it, and presenting the material, and (e) give students the opportunity to work on a marketing plan that can be used to show prospective employers.
While this syllabus should provide you with an outline of my basic expectations, grading criteria and a tentative schedule, please note that the instructor reserves the right to modify this syllabus and schedule as deemed necessary. Get ready for a great semester!
GRADING:Grading will be made up as follows:
Group work
Project report & presentation20%
Individual work
Quizzes15%
Class Participation and case analysis10%
Exams
Mid-term15%
Final40%
GROUP / TERM PROJECT:
Groups of 5-6 students will prepare a term project. Details will be discussed.
GROUP PEER EVALUATION:Since the group will be working together, it is important for each one of you to contribute. I expect this teamwork will enhance learning and be a rewarding experience for you all. However, this also requires responsibility, accountability, punctuality, team sprit and interpersonal skills. You will evaluate your fellow group members on their performance and contribution as a group member. This confidential evaluation will influence your grade. However, contingent upon the severity of the comments from your peers, you may lose more than 50%, in order to be fair to all.
CASE ANALYSIS AND PRESENTATION:
The business community considers case analysis and discussion valuable learning tools. Since you have done some case analysis in other courses, you should not have trouble with the assignments Please, do not come to class just to listen. Come ready to contribute, or don’t come at all.
Every case leaves us with options. In order to generate interesting class discussions, we need people to take opposing sides, and keep others honest by asking the right questions. Strong assertions (i.e., “Industrial equipment customers don’t care about brand.”) need to be supported by as many facts as the case provides. Supporters or detractors of such assertions need to articulate their rationale clearly and effectively. This is what I mean by being prepared.
To that end, each project group will choose one of the 5 cases, hand in the written analysis of the case and present it in class on the assigned date.
NOTE: UNASSIGNED PEOPLE SHOULD BE PREPARED AND CONTRIBUTE ALSO.
INDIVIDUAL QUIZZES:
All Quizzes will consist of multiple choice questions. The questions will be based on the assigned chapters. The quizzes are designed to encourage timely reading of the chapters. If I know all the students have read the material, we can explore additional related topics and examples rather than repeating what is in the text. There will be no make-up quizzes.YOU ARE OBLIGED TO ATTEND AT LEAST 6 QUIZZES OR YOU WILL DIRECTLY FAIL DUE TO THE ATTENDENCE POLICY.
INDIVIDUAL CLASS PARTICIPATION:
Comments and examples from the students' experiences and current marketing news, and insightful analysis of the assigned reading material can greatly enrich the class discussion. In order for you to be able to participate, you need to be in class. Prompt and regular attendance will assure you a "C" in this category. To score beyond that, you are expected not only to attend classes, but also to play an active role in discussion. Your contributions are important! On the other hand, your score will substantially go down if I found your behavior in class disruptive, unproductive and unprofessional.
Since some portion of your grade is determined by class participation, it is only fair that I tell you in advance how that portion of your performance will be evaluated. The following, then, are my thoughts on what constitutes quality participation that contributes to others' learning.
What class participation is not
1.Attending class. Your mere physical presence does not constitute participation. Not coming to class, however, insures no credit for participation.
2.Saying "something." Simple responses to questions, or expressing incorrect, inaccurate, or uninformed opinion does not count for quality participation.
3.Quantity of input. Too much participation has two possible negative consequences: the probability of your saying something incorrect, inappropriate, or irrelevant tends to increase sharply the more you hold the floor; and your monopoly of discussion time might prevent a less forthcoming individual from articulating a potentially important perspective. Very simply, you can overparticipate.
What quality class participation is
1.Input that maintains the continuity and coherence of the class discussion. This rules out off-the-wall comments.
2.Input that was picked up and responded to by others in the class. Thus, a controversial, yet intelligent, question or comment that reflects an understanding of the issue at hand will be well regarded.
3.Input that demonstrates an in-depth analysis of the issue at hand, well supported by data or a relevant conceptual framework.
4.Input that makes connections between material or ideas in different parts of the course or between this and other courses.
5.Input that provides an example, from your own observations or experience, of the subject at hand.
6.Finally, civility in the give and take of a heated discussion is a requirement. The readings/cases are designed to provoke disagreement, and there typically exists more than one viable approach to resolving the problems presented in any case.
Please be very clear that non-performance on this component of your grade has potentially disastrous consequences. You all will have good ideas. Those ideas are only useful to the class, or to an organization, if you communicate them. Students who are not comfortable with the English language will find this class an opportunity to strengthen their English speaking abilities.
In addition, your performance in the in-class exercises, short assignments and case discussions will form part of your participation grade.
Other Points
Very Important Point:All work in this class is expected to represent your own efforts. Collaborating with other students on exams or assignments is prohibited. By remaining in this class, you are agreeing to abide by the Academic Honor Pledge: “I promise or affirm that I will not at any time be involved with cheating, plagiarism, fabrication, or misrepresentation while enrolled as a student at IstanbulTechnicalUniversity.” Using material from online sources “as is” and failing to cite the referred website is also not acceptable. Doing so will be treated as the student has plagiarized. In case of using online resources you should never forget to cite the website obeying the style rules for referencing.
Another important point is that “Disturbing the class is not acceptable”. Therefore, it is strongly advised to share your ideas with the class not with your friend sitting next to you. You are welcome to have a drink in the class but reading anything other than class material in the class is not tolerable. Additionally, as you will be practicing in the professional world you should be able to follow the professional attire and dress in a way that will reflect your professionalism.
Please note that I do not discuss grades last three weeks of the class. If you have any problems with your grades please talk to me before April 23rd .
It is your responsibility to keep up with any assignments or announcements made in class or posted electronically, so check your e-mail at least once each week. Contributing to class discussions is an important part of your learning experience—feel free to ask questions or make comments on topics as we cover them in class. You are also welcome to talk with me outside of class about the course.
TENTATIVE SCHEDULE
Date / Topics / Reading / Assignments11-2 / Orientation and expectations
18-2 / Introduction to Global Marketing / Chapter 1 / Quizz 1
Term Project:Team formation
Case assignments will be made...
Module I: Global Marketing Environment
25-2 / Global Economic Environment / Chapter 2 / Quizz 2
Case 1 - 1 discussion
Term Project: Countries and Products Should be selected
4-3 / Global Trade Environment / Chapter 3 / Quizz 3
11-3 / Social and Cultural Environments / Chapter 4 / Quizz 4
Case 4 – 2 discussion
Module II: Approaching Global Markets
18-3 / GIS and Marketing Research / Chapter 6 / Quizz 5
Case 6 – 1 discussion
25-3 / Segmentation, Targeting and Positioning / Chapter 7 / Quizz 6
Case 7 - 1 discussion
1-4 / Mid-Term / Term Project: Part I and Part II are due
Module III: The Global Marketing Mix
8-4 / Product and Brand Decisions / Chapter 10 / Quizz 7
Presentations
15-4 / Pricing Decisions / Chapter 11 / Quizz 8
Presentations
22-4 / Distribution Decisions / Chapter 12 / Quizz 9
Case 12 - 1 discussion
29-4 / Communications Decisions / Chapter 13 / Quizz 10
6-5 / Presentations / Term Project: Final Report due
13-5 / Final Exam
PREPARING CASE ANALYSES
The following general guidelines may be used in preparing oral or written case analyses.There may be several feasible courses of action regarding the solution to any case. It is more important toconcern yourself with the process of problem definition and isolation, analysis and evaluation of alternativesand the choice of one or more recommendations, than to simply try to find a single answer. Very often, theright answer is one which you can propose, explain, defend and make work.
I. THE PROCESS OF ANALYZING A CASE
A. Read and study the case thoroughly and efficiently.
Read the case completely through for familiarity, noting issues that come to the forefront. Readagain. Get all the facts, making notes about symptoms of problems, root problems, unresolvedissues and roles of key players. Watch for issues beneath the surface.
B. Isolate the problem(s).
Get a feel for the overall environment by putting yourself in the position of one of the key players.Seek out the pertinent issues and problems.
C. Analyze and evaluate the alternatives.
Once the problems and issues are isolated, work at gaining a fuller understanding of the causes. Inwhat area of the unit do the problems exist? Why? What caused them? Examine and evaluate thestrengths and weaknesses of the unit's processes (financial statements, sales reports, etc.). Checkout the effectiveness and competencies of management. Are the unit's objectives and strategiescompatible with its skills and resources?Formulate a solid evaluation of the case. Examine various alternatives. Weigh the pros and cons ofeach. Are they feasible? Decide on the most valid.
D. Make recommendations.
Draw up your set of recommendations on what must be done and prepare an agenda of correctiveactions. What recommendations would you make to the manager of this unit?What specific functions and activities does the unit have to perform in order to solve the problems?Are the recommendations workable? Affordable? A good rule of thumb to follow is to avoidrecommending anything you would not do yourself if you were in management's shoes. Givereasons for your recommendations.
II. PRESENTING THE CASE
A. Identify key problems and issues clearly and precisely.
It is essential that your presentation reflect asharply focused diagnosis of significant problems and issues confronting management.
B. Present the analysis and evaluation.
Support your evaluation with facts. Discuss any exhibits.
C. Recommendations and plan of action.
Address all of the problems/issues you identified. What arethe consequences, can the unit financially implement them? Be specific - what, when and who.
Assigned Dates / Case25-2 / Case 1-1: McDonald’s Expands Globally While Adjusting its Local Recipe
11-3 / Case 4-2: Barbie: The American Girl Goes Global
18-3 / Case 6 – 1: Research Helps Whirlpool Act Local in the Global Market
25-3 / Case 7-1: Nokia Segments the Global Cell Phone Market
22-4 / Case 12-1: Wal-Mart’s Global Expansion
TERM/TEAM PROJECT
The group project output consists of a formal presentation and a report. Each group will choose a different region and pick a product from the list below to introduce in that region. Then each group member will pick a country within the region your group has chosen.
The report is a marketing plan that should be 25-30 pages long (appendices are extra). Be sure to include copies of visual aids used in your presentation. You must cite where information in the body of your paper came from by using “Final Project” (Bitirme Odevi) style. Please note that the length requirements for all the written material will be strictly enforced. Write the project report as if it is for your boss who has asked for a summary of the most important information concerning the country and their business implications, and based on that your recommended strategy to introduce a product there with proper justification. The project guidelines provide you with an outline that will cover the most basic elements of a marketing plan.
This is your opportunity to be creative with visual aids and charts. The use of PowerPoint is strongly encouraged. It is your responsibility to make sure the technology for the presentation in the classroom works (hint: have a trial run on your own). You can create a brand, a slogan, logo,an advertising plan, new packaging, a video, or something else (be innovative) to make your presentation interesting. You will be evaluated on the effectiveness, content, style, organization, delivery and professionalism of your presentation. Make sure to give me a copy of your outline for the presentation and slides. You may be asked to score the presentations of all groups (except your own) and must attend other teams’ presentations.
GROUPS:GROUP ALATIN AMERICA - MEXICO, CENTRAL & SOUTH AMERICA
GROUP BSOUTHEAST ASIA - ASEAN & PACIFICBASIN
GROUP CNORTHERN ASIA - JAPAN, CHINA, KOREA, INDIA, ETC.
GROUP DWESTERN EUROPE
GROUP E EASTERN EUROPE, RUSSIA & C.I.S.
PRODUCTS:
PROJECT OBJECTIVES:
The learning objectives for the international marketing term/team project are twofold. The first is to familiarizeyou with the cultural environment of your selected country/region and to facilitate cross-culturalunderstanding. The second is to provide you the opportunity to prepare a marketing plan for a product that isbeing considered for marketing in your selected country and region.The project emphasizes the need to understand the environment as an essential step preceding the preparationof a marketing plan. This project will also reinforce key marketing concepts covered in this and other coursesand expand your horizons through the identification of materials and resources required to complete thisproject.
PROJECT OVERVIEW:
The project requires that you write a series of four papers.
Part I is a general survey of the country's culture (2-4pgs). Part II covers the economy of the country including distribution and marketing systems (2-4 pgs). Part IIIis a market audit and competitive analysis of a country and regional market for a specific product (5-6 pgs).Part IV is a preliminary marketing plan of the product under consideration for marketing in the country andregion selected (5-6 pgs).
The first two papers are to be developed individually. The final paper (Parts III & IV) will be developed jointlyby regional teams. Due dates are shown in the syllabus.
Term paper should be double spaced, typed including a title page with your names, table of contents, headings,subheadings and a bibliography. Bibliography should provide: author, title of article/book, journal/publisher,date and page number. Stay within assigned page limits, I want quality not quantity. However, a well presented paper sometimes makes more of an impression.
INTERNATIONAL MARKETING
TERM/TEAM PROJECT
GUIDELINE FOR CULTURAL ANALYSIS - PART I:
Before a marketing manager can determine if they need to adjust to the environment or to determine whatadjustments would be appropriate, it is necessary to understand the environment. This is particularly true ofthe culture of a country. The outline deals with some of the key aspects of culture and is relevant to thedevelopment of your marketing plan. You are encouraged to not only report the facts but to also analyze thefacts in terms of marketing implications of such information.