Spring Semester 2014

Spring Semester 2014

GLOBAL STRATEGIC MARKETING

MKT6661TXAA

Spring Semester 2014

Instructor: / Gordon G. Mosley
Course Prerequisites: / Admission to the MBA program and all business foundation courses
Office Hours: / 10AM to Noon MWF; 1:15 – 4:15Monday; 2:30 – 3:30 Tuesdays and Thursdays
Office Location: / 215 Bibb Graves
Office Telephone: / 334-670-3146
Email: /
Time of Class: / 5:30 – 8:15 PM Mondays
Class Location: / 251 Bibb Graves
Course Description: / Application of marketing concepts, principles and procedures for planning, development, implementation and control of marketing programs in profit and non-profit organizations. Emphasis is on the matching of organization resources and strengths with global marketing opportunities, and strategies to overcome environmental threats.
Course Objectives: / On completion of the course, the student should be able to:
  1. Describe the macro environment factors that are driving globalization in the global marketplace.
  2. Analyze opportunities and challenges in a specific global market environment.
  3. Discuss today’s global media and the challenges in a global cross-cultural communication.
  4. Design a marketing program for a global market.
  5. Analyze business situations and decision-making through the lenses of corporate social responsibility and ethics.

Text: / Global Marketing Management (5th Edition), by Masaaki Kotabe and Kristiaan Helsen, John Wiley & Sons, Inc. 2013. ISBN 13 978-0-470-38111-3
Grading Methods: / Exam #1
Exam #2
Final Exam
Article Reviews
Fair and Lovely Case Analysis
Participation & attendance / 20% of final grade
20% of final grade
20% of final grade
15% of final grade
5% of final grade
20% of final grade
A / 90-100%
B / 80-89%
C / 70-79%
D / 60-69%
F / 0-59%
TEST POLICY:
Make-up exams will be given only for documented (on letterhead), approved absences. See ATTENDANCE POLICY. Make up exams are administered only to students who have received approval from the professor prior to the test date or have a documented emergency. The make-up exam must be taken within one week of the student's return to class. Make-ups are different from exams given in class. A grade of zero will be assigned for an exam missed due to an unexcused absence.

Proposed Schedule: This schedule is subject to change. Changes will be announced in advance in class if possible.

Date Topic Prepare
1/13 The Global Imperative and Marketing Ethics Ch 1 + Ethics slides
1/27 Economic and Financial Environments Ch 23
Write: page 21: Review question 1
page 61: Review questions 1 and 5
page 99: Discussion questions 2 and 3
2/3 Culture, Buyer Behavior, and CSR Ch 4
Write: page 197: Review question 4
page 198: Discussion question 4
Reaction to: Ralph Nader and the Corvair
2/10 Political and Legal Environments and Marketing Research Ch 5 & 6 + MR slides
Write: page 186: Review question 2
page 186: Discussion question 1
page 218: Review question 5
2/17 Test over Ch 1 – 6 + extras; STP and Marketing Warfare Ch 7 + MW slides
Write: page 243: Review question 1
2/24 Global Marketing and Entry Strategy Ch 8 & 9
Write: page: 284: Review question 3
page: 324: Review question 2
3/3 Product Ch10 & 11
Write: page: 354: Discussion question 5 [see: ]
page: 389: Review question 1
page: 390: Discussion question 3
3/17 Pricing Ch12
Write: page: 423: Discussion questions 1 and 7
3/24 Promotion: Mass Communication; Test over Ch 7 – 13 + extras Ch13
Write: page: 459: Review questions 3/4 (one answer) and Discussion question 2
3/31 Promotion: Personal Communication Ch14 + Selling slides
Write: In what ways do global selling and sales management differ from domestic their
domestic counterparts?
4/7 Logistics and Import / Export Management Ch1516
Write: page: 516: Reaction to Global Perspective 15-3
page: 534: Review question 5
page: 570: Review question 8
4/14 Planning, Control, and Emerging Markets Ch 17 18
Write: page: 594: Review question 4
page: 621: Review question 1
4/21 Global Internet Marketing and the Fair and Lovely Case Ch 19
Write: page: 653: Review question 1
page: 655: Reaction to Case 19-2
Response to the Fair and Lovely case
4/28 Final Exam over Ch 14 – 19 + extras
* The instructor’s presentations will cover some materials that are in the textbook and some related materials that are NOT in the textbook.
Class Procedure and Requirements: /

CLASSROOM ADMINISTRATION

Students are expected to:
1.Punctually attend all scheduled classes. Students who arrive at class after roll call will be counted absent. See attendance policy.
2. Be responsible for all instructions and assignments given in class.
3. Read the textbook material before the lecture covering that material. This leads to a better understanding of the lecture as well as the opportunity to ask intelligent questions.
4. Hand in assignments on the assigned due date during roll call at the beginning of class.
  1. No cell phones, beepers, or the like shall be operable during the student’s attendance at class. Let’s use common sense and respect for others in guiding our classroom decorum.

Article Reviews / Each student will present three “article reviews.” The instructor will choose the articles from academic journals. The students will prepare an article review in a prescribed format and will prepare and deliver a Powerpoint® presentation for the class. The schedule and other details for this assignment will be given later in the semester.
Additional Services: / AMERICANS WITH DISABILITIES ACT: Any student whose disabilities fall within ADA must inform the instructor at the beginning of the term of any special needs or equipment necessary to accomplish the requirements for this course.
Troy University supports Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, which insure that postsecondary students with disabilities have equal access to all academic programs, physical access to all buildings, facilities and events, and are not discriminated against on the basis of disability. Eligible students, with appropriate documentation, will be provided equal opportunity to demonstrate their academic skills and potential through the provision of academic adaptations and reasonable accommodations. Further information, including appropriate contact information, can be found at the link for Troy University’s Office of Human Resources at
Attendance Policy: / 1.Students who arrive after attendance is taken will be marked absent.
2.Attendance is mandatory. If a student misses a class, s/he is still responsible for materials and information covered in that class.
3.Excused absences: Excused absences have the following characteristics:
a. Professor is informed prior to the absence.
b. Professor determines that the absence is excused.
c. Absence is of one of the following types:
1. Participation in a documented official university function that does not permit the student’s class attendance (e.g., athletic events, field trips, etc.)
2. Severe illness (this does not include scheduled medical appointments nor driving someone else to doctor), a hospital stay, or a doctor's excuse saying that it is impossible for student to attend class(es)
3. Death of immediate family member (grandparent, parent, sibling, or child)
4. Appearance in court (if mandatory)
5. Personal situations approved by the professor in advance of the time the student is to be absent.
d. Written documentation (on letterhead) must be provided at the first class session after the student’s return to classes.
Incomplete Work and Cheating Policy: / Any incomplete work at the end of the term will not be accepted unless the student can provide acceptable and clear documentation prior to grades being submitted by the instructor to the Registrar.
Cheating will result in a course grade of "F". Plagiarism is the act of stealing and passing off the ideas or words of another as one’s own or committing literary theft, i.e. presenting as new and original an idea or product derived from an existing source. Plagiarism will cause a student to get a course grade of “F”. A student may also be suspended from the university for a specific or an indefinite period.
Other Information: /
  1. Each student will be required to create a semester project as part of a student group. This will be work on a specific direct marketing project approved by the instructor. This project will involve creating a direct marketing piece, list, budget, etc.
  2. Each student will be required to present an individually assigned article review in written form.
  3. Lecture and discussion topics may overlap with textual topics or they may be quite independent of the text. Both will be covered on exams.
  4. Late papers will not be accepted without special permission.
  5. Voluntary participation in continuing research may be available for students as an extra credit activity.
  6. The information contained in Troy University’s Spring 2014 Class Schedule is included in this syllabus by reference.

Vision Statement: / The Sorrell College of Business will be a recognized and respected leader for quality and flexibility in the delivery of business education that prepares graduates to succeed in the global business environment.
Mission Statement: / The Sorrell College of Business supports the Troy University mission by preparing our diverse student body to become ethical professionals equipped to compete in the global business environment. To achieve this, our faculty, staff, and administration will:
1)provide quality education in global business through our undergraduate and graduate programs, delivered around the world through face-to-face and online environments, to traditional, non-traditional, military, and international students;
2)contribute to the development and application of knowledge focused on applied business, learning, and pedagogical research;
3)provide service to the University, business and professional organizations, and our communities through individual involvement, business outreach, and our centers for research.
Cell phones and other electronic devices policy: / Use of any electronic devise by students in the instructional environment is prohibited unless explicitly approved on a case-by-case basis by the instructor of record or by the Office of Disability Services in collaboration with the instructor. Cellular phones, pagers, and other communication devices may be used for emergencies, however, but sending or receiving non-emergency messages is forbidden by the University. Particularly, use of a communication device to violate the TroyUniversity “Standards of Conduct” will result in appropriate disciplinary action (See the Oracle.)
In order to receive emergency messages from the University or family members, the call receipt indicator on devices must be in the vibration mode or other unobtrusive mode of indication. Students receiving calls that they believe to be emergency calls must answer quietly without disturbing the teaching environment. If the call is an emergency, they must move unobtrusively and quietly from the instructional area and notify the instructor as soon as reasonably possible. Students who are expecting an emergency call should inform the instructor before the start of the instructional period.
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