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Syllabus MBA 686 International Marketing

August 2011 Session (August 29, 2011 October 23, 2011 8 week class) Course Syllabus Textbooks and syllabus are subject to change each session. Students are responsible for using the appropriate textbook and syllabus. Instructors may modify assignments.

Course Description
This course applies universal marketing principles and concepts across national borders by examining several key variables of the international environment, such as competition, politics, laws and consumer behavior. Prerequisite: MBA 661

Course Objectives
o
Understand the role of the global marketing manager and its relationship to the overall strategy of a firm.

Recognize the international environment in which a global marketing manager operates and the related challenges and critical success factors.

Develop an international marketing plan that matches a firms capabilities and strategic goals.

Be fully conversant in a fundamental challenge in international marketing: adaptation or standardization of the company marketing strategy and plan as it expands internationally.

o o

Research international foreign market potential for a specific industry. Develop the methodology to select appropriate foreign markets for a companys international expansion and the most effective market entry method.

Understand how consumer behavior may vary depending on the culture, and the related marketing task to address those differences.

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Articulate how the global marketing managers task varies depending on a countrys economic situation: mature, new growth, or emerging.

Apply market segmentation analysis and techniques to enhance the effectiveness of international marketing.

o o

Adapt marketing techniques as needed for the marketing of global services. Notice an improvement in their own functional area of marketing interest or expertise, and its relationship to international marketing, specifically in the areas of pricing, distribution, advertising, promotion, ebusiness, or selling.

Understand how corporate structure relates to the successful implementation of a firms global marketing strategy.

Required Text and Resources:


Title: Author: Publisher: Ed/Year: ISBN-13:
Global Marketing: Foreign Entry, Local Marketing & Global Management Johny K. Johansson McGraw Hille 5th edition / 2009 978-0-07-338101-5

Week

Title

Assignments

Reading - Johansson, Chapters 1-2, Quick


review of Chapter 3 and Hofstede's Cultural Dimensions

Week 01 Discussion - The International


Marketing Manager International marketing may seem an overwhelming task. It involves so many critical aspects of a company's international success. Just to list a few: Creating the international strategy Leveraging a company's core competencies Foreign market selection Selection of the best foreign partners Finding the best way to enter a market

01

Cultural Foundations

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Deciding between standardizing marketing activities to save money or adapt them for local effectiveness Branding Pricing Advertising Distribution Promotion and public relations Getting anyone of these wrong would impact a company's international expansion. In this very early stage of the course, I'd like you to begin thinking about what are the most critical aspects of the international marketing manager's challenge? What should be the priorities? Try and pick two or three aspects that right now stand out as being particularly important. There is no right or wrong answer. What I want you to discuss is that given there is no 'right' answer, how should the priorities be set? As you read the selections of other students, support their choices or defend your own. I am particularly eager for you to begin to appreciate the interdependency of all of these aspects - which makes the task of setting the priorities all the more difficult. Yet without focus and prioritization, the manager may risk trying to do too much and succeeding at nothing. Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Week 01 Team Assignment - Virtual Team


Formation By the end of this week, please form teams of no more than 4-5 members for the team assignments in this course. When forming your team, please consider your colleagues' schedules and time zones. You need to meet as a team online for a few hours each week; selecting teammates with similar schedules will significantly ease such collaboration. Using this Discussion Forum, identify the

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classmates with whom you would like to collaborate on your team project (i.e. post a thread with your study availability, etc.) Once you have identified your team members, each team is to post a single thread in this Discussion Forum titled "Team Formed". In this thread, please identify all team members (first and last name) and a name for your team. Choosing a team name is a chance for your team creativity to shine, and marks your first decision as a team. Also, have one team member email the instructor with your team member's names and team name when your team is formed. Once your team is formed, your instructor will set up your team in ANGEL; you will have access to a Team Discussion Forum (for posting messages, etc.) and a Team Drop Box (for submitting assignments). Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Reading - Johansson, Chapters 4-5, paying


close attention to Entry Evaluation Procedure in Chapter 4, Quick Review of Chapters 6

Week 02 Discussion - Foreign Market Indicators


This discussion will help to develop your skills in selecting appropriate foreign market indicators that would be used to rank the attractiveness (potential) of foreign markets. Your ability to do this will be important during your team products, in which you will be selecting indicators for your company. Through this exercise, you will better understand what makes a good indicator, and what may be a poor choice. Selecting foreign market indicators is a bit art, and a bit science. It takes practice. But developing this skill will help you in both international and domestic marketing challenges. In the Johansson text, this process is discussed on pages 111-114. For the discussion, pick one of the following companies / products, and then list the top five to seven indicators you would use when researching the attractiveness of particular

02

Foreign Entry

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foreign markets: Opus One Winery exporting expensive California wine Whirlpool Appliances exporting expensive side-by-side refrigerators State Farm selling auto insurance Disney World setting up theme parks in foreign markets As you list each indicator, explain why you picked it and what you hope to learn from that particular indicator. For example, you might choose "Per Capita Income" explaining that your product would appeal only to the wealthy so one would need to know the income level in a particular country to determine if demand will be there. List some of the indicators you may have thought about, but did not choose and explain why. Go to the Course Materials folder to access a list of indicators you may want to use. Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Week 02 Written Assignment - Hofstede's


Cultural Dimensions Read in detail the discussion of Hofstede's Cultural Dimensions on pages 65-68 and Exhibits 3.1 and 3.2 of the Johansson text. Pick a U.S. company with a well known product or service such as Ford, Microsoft, or Starbucks. Also pick three countries with one each from Europe, Latin America, and Asia. Do not use the same company as has been assigned for your team project. For each of the three countries, identify the Hofstede score for the four dimensions: Power Distance Uncertainty Avoidance

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Individualism Masculinity To find the score, visit: www.geerthofstede.com/hofstede_dimensions.php Question 1: For each country and for each of the four dimensions, discuss specific examples of how a particular country's score in a specific dimension would impact how your company would operate. As best as possible, relate it to issues specific to your selected company. For example, if your selected company was Rolex watches (retail store) and one country was the Netherlands, you would first identify the Individualism score as 80 (which is quite high). For Rolex, this would mean: Sales people should be individually rewarded, not as a team Advertising should focus on individual achievement - perhaps showing a Rolex as a reward for someone in the workplace as opposed to a family birthday Question 2: Based on the discussion from Question 1, select one of the three countries that based ONLY on cultural considerations, seems to be the best choice for international expansion. In other words, regardless of what you think the potential demand in each market, select which country's culture would be the best fit with the company you selected. Explain your decision. Please prepare a 2-3 page paper discussing these two questions. (2-3 pages total, not 2-3 pages per question.) Submit your completed assignment to the drop box below. Please check the Course Calendar for specific due dates.

Week 02 Team Assignment - International SWOT


Analysis Team Project Introduction and SWOT The team project will involve conducting

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international marketing research on a company (client) assigned to you by your instructor. You'll receive an email early in the week. Each week the team will prepares portions of the marketing plan including a SWOT analysis, cultural analysis, development of foreign market indicators, ranking foreign markets, selecting the final three countries, a strategy and adaptation discussion, and a final international marketing plan. For full details of the team project, read the product description in Course Materials which provides the agenda which be used for the team paper and presentation. Your report should essentially explain the strengths of your client that will help it expand internationally, as well as the weaknesses or external issues that may dampen its international expansion. Research as much as you can about your client from the internet, and then use that information to support how strong or weak they will be to grow internationally. Be sure and focus primarily on international issues.. Please prepare a 3-4 page team report and submit to your Team Drop Box.

Reading - Johansson, Chapters 7-8; Case 33 - Colgate-Palmolive: Cleopatra in Quebec?

Week 03 Discussion - Cleopatra in


Quebec

03

Local Marketing

This case is an interesting example of the challenges facing the international marketing manager when an international product launch goes wrong. You will play the role of Steve Boyd, and are facing the decision as to where to take this new product in Canada. Read the case. If you were Steve Body, which of the three options listed on page 362 would you select? Why? Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

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Week 03 Written Assignment - Cultural


Analysis

This analysis builds on the work done for your individual written assignment last week in researching the Hofstede cultural dimension for three countries. For your team report, discuss what would be the ideal Hofstede cultural dimensions that would fit your client. Specifically discuss each of the four dimensions and explain how from a marketing or market demand perspective, it would be ideal if the particular dimension was high or low. For example, a company that mostly appeals to people wishing to achieve status (such as an expensive watch) might sell best to a country with a high masculinity score. Go through each dimension explaining the ideal cultural dimension. Then try and find a country with score that fits your ideal, and explain how this would impact your marketing activities in that country. The country you select that fits a specific indicator, will likely not be the same country for all four indicators since it would be rare that one country shares the 'ideal' score for all four. (Note: the selection of these countries for this assignment is not related to the final three countries you will select for your international marketing report - that will be done through a foreign market matrix in weeks 4 and 5.) The team report should be 3 pages. Submit your completed assignment to your Team Drop Box.

Reading - Johansson, Chapters 9-10, Global


Entrepreneur, Chapter 5

Week 04 Discussion - Global


04 Marketing in New Growth and Emerging Markets Sustainability Our topic this week is the debate on sustainability and for this course, we look at it from the role of a multinational and the role of the global marketing manager. The Multimedia page for this week includes links to two shorts

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videos, each with a different international take on sustainability or a subtopic. Please view each. The first is a quite passionate (2006) video by Anita Roddick founder of The Body Shop and one of Britain's most successful global retailers) takes a hash view of the state of corporate responsibility - which is the underpinning justification for corporate sustainability. The second is a 2009 view from Coca Cola which takes quite a different perspective than Ms. Roddick. Muhtar Kent argues it makes good business sense to take care of the environment. "Doing well by doing good." He also argues Coke is likely the most local of global companies and that local sustainability is critical. (Be sure and listen to segment 10 though all the segments are interesting.) Having reviewed these two perspectives, do some research on your own on this debate: Has global sustainability/responsibility been hijacked as a corporate message to make money, or rather, it is in the best of the company to back global sustainability regardless of the philanthropic aspect? Post the results of your research to the discussion board along with a citation to the source. Read other posts and respond with your feedback. Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Week 04 Written Assignment - Country


Focus

For this week's written assignment, select an emerging market, such as Russia, China, India, Vietnam, countries in Eastern Europe, etc.. The text discusses the market environment, political and legal risks, market segmentation, and some related marketing topics of some of these. Such emerging markets would probably be considered a risky country in which to do business - at least from the U.S. business - and the textbook highlights some of these concerns.

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Do some research via the Internet to gain perspectives on the risk vs. reward of expanding internationally into your selected emerging country. Then address these three issues: Section 1: Please identify the main opportunities and concerns (risks) in doing business in your selected country. Section 2: Follow section 1 with perspectives you have found through your research that either supports that the country is risky, or that supports the opinion that the risk is worth the reward. Be sure and cite all references. Section 3: End your paper with a section discussing your personal perspective. If you were the CEO of a U.S. company with a product to sell into that country, or were looking to establish a subsidiary there, would you take the risk? Why or why not? Please prepare a 2-3 page paper discussing your answers to these questions. Submit your completed assignment to the drop box below. Please check the Course Calendar for specific due dates.

Week 04 Team Assignment - Foreign


Market Indicators The team project this week is to develop a list of 10 foreign market indicators you'll use to predict the market potential of a particular country. This should be easier to do based on the discussion question from week 2. However, I've included a supplemental reading from the text, The Global Entrepreneur (Chapter 5). This chapter discusses how you will use these indicators to build a foreign market matrix as your team project next week. Be sure your list only includes indicators you believe you can actually get data on. Make them very specific such as population, per capita GDP, etc. A good source for indicators is NationMaster

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www.nationmaster.com. Country Commercial Guides, Country Background Reports, and CIA Factbook - all available after a free registration at: www.export.gov For your team report, please list the ten indicators, along with why your team selected each indicator. It does not need to be a long report - but be sure and justify each indicator. The data for each indicator is not required this week - you will do that next week. Review comments I posted after Week 2 about how to select indicators, along with my grading guidelines. Remember to avoid general categories, and only include specific indicators that represent a number. For example "geography" is not a good indicator, whereas "per capita income" would be. Submit your completed assignment to your Team Drop Box.

Reading - Johansson, Chapters 11-12 - Pay


close attention to global market segmentation and global product positioning.

Week 05 Discussion - Globalization of


Consumer Tastes

05

Global Marketing Strategy, Products, and Services

A theme throughout the textbook, and in particular Chapters 11 and 12, is the issue of whether to standardize or adapt a company's product and service offerings, as well as its marketing decisions including branding and advertising. As global brands grow such as McDonald's, Nike, and Starbucks, there is an increasing globalization of even the most simple products as a hamburger or a cup of coffee. Yet even in the U.S. there are consumers angry that such "standardization" is bad as reflected by the sentiment often reported in the news - "No Starbucks in My Neighborhood!". And clearly demonstrations directed at McDonald's in foreign stores reflect a growing unease with this globalization of consumer tastes. But if these global companies were not offering product or service consumers wanted, they would not succeed. What is your opinion as to whether multinationals have gone too far in their

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standardization (globalization) or products and services. Are they not being sensitive enough to local needs? Discuss your opinion and reflect on the views expressed by others in the class. Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Week 05 Written Assignment - Market


Matrix This week the team is to research the ten indicators selected to be used to predict the best foreign markets for your client's expansion. You should research the indicators for at least 15 countries, and not more than 20. You can select the 15-20 countries in whatever manner you wish: perhaps regionally (all EU countries), or simply the top 15 most industrialized, or highest population, or least industrialized - all depending on what you think should be good markets. Please include in your report how you selected your 15 markets. List the 10 indicators and the values for your list of 15 countries. Then show how you equated each indicator to a scale from 1-10. Then input your 10 indicators into a 'matrix' as discussed in The Global Entrepreneur, Chapter 5 reading assigned last week. This matrix should match Figure 5.2. Once that is completed you'll have a ranking of the top 15 foreign countries for your client. Discuss the results in your paper and if it was a surprise. Also discuss the justification for any weighting applied to each indicator. Finally you are to select the top three markets that you believe should be ideal market for international expansion by your client. These do not necessarily have to be the top three scoring countries if there is justification for selecting other countries. In your report include a copy of your matrix, your three countries, and your justification. Be sure the raw data is included, and all data

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citations/sources. (This step matches with Step 2 of the Global Marketing Planning on page 627.) Submit your completed assignment to your Team Drop Box.

Reading - Johansson, Chapter 13


Week 06 Discussion - Banyan Tree Hotels
This case (4-1 page 603 of the text) on the international success of the Asia-based Banyan Tree Hotels and Resorts provides a Non-U.S. perspective on the challenge of taking a company international. It is also a great example of the globalization of a service. Since many of you are travelers, I hope you'll find it an interesting case. Please discuss the following and share your reactions to the perspectives posted by other students in the class (use can use two separate posts if you wish): 1. What was the most impressive aspect of Banyan Tree's international expansion? Did any of their tactics surprise you? What do you think were some of the key reasons they were successful? 2. How important is the brand name to the target customers? How important is it for the brand to be considered local versus global? Yet, do you see even more global potential for Banyan Tree along the lines of Four Seasons, Westin, and Hilton? Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

06

Global Branding

Week 06 Written Assignment - Global


vs. Local Branding The text discusses in detail the advantages and disadvantages of global versus local

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brands. For example, Johansson discusses Coca-Cola and their acquisition in France (kept the local brand); but in India, decided to replace the local brand. But then when consumers continued to support the local Indian brand (Thums Up), Coca-Cola decided to adopt the local brand after all. For your paper this week, select a well known brand and then research how that company has handled its branding in foreign markets. Are there any signs of adaptation to the brand? Do some companies have completely different brands (all local) or mostly global brands? Discuss your findings and how it reinforces the concepts presented in the text. Please prepare a 2-3 page paper discussing your answers to these questions. Submit your completed assignment to the drop box below. Please check the Course Calendar for specific due dates.

07

Functional Focus

Reading - Johansson, Chapters 14, 15, 16


or 17 (select one)

Reading - Johansson, Chapter 18


Week 08 Team Discussion - Final
International Marketing Report

Your final team report should be an International Marketing Plan PowerPoint presentation discussing the international expansion potential for your client, and your marketing plan for each of the three countries AND an project paper. 08 Organizing for Global Marketing Please post your Team Presentation to this Forum. Make sure it is posted as a New Post with the following in the Subject Line: TEAM NAME: Presentation Name Please assign one person from your team to post your team's presentation. Each presentation should be in PowerPoint form and have lecture notes. Individually, you each should post questions and/or comments on each of the team presentations. This should be similar to a Q&A

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session at the end of any live presentation. Any team member can respond to the questions and comments, but all questions must be responded to in a timely fashion. Please post your presentation by midweek and question/comment/respond by the end of the week. In Addition: Please post your International Marketing Plan Paper to your Team Drop Box by the due date on the Course Schedule. The paper should be a narrative of your PowerPoint and also include your bibliography. Please make your initial post by midweek, and respond to at least one other students' post by the end of the week. Please check the Course Calendar for specific due dates.

Week 08 Written Assignment - Team


Project Personal Perspective

This written assignment should be completed once you have finished your team project, or are nearly complete. Please report on your personal perspective of the team project. Not in terms of evaluation of your team members - this will be done in a survey. Rather I would like you to discuss your reaction to the project through these questions: What was a surprise in the project? What was most interesting? What was the most difficult? Was selecting the final top priority country for expansion an obvious decision? What did you learn from the marketing project? Please submit a 2 page summary of your answers to these questions. Submit your completed assignment to the drop box below. Please check the Course

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Calendar for specific due dates.

Benedictine Student Survey


The following survey allows you to provide feedback based upon your experience in this course. Your response will offer valuable insight, and will be used to improve our Benedictine online courses. The results of this survey will be collated and viewed by a course administrator. While not anonymous, your name will not be made available to your course instructor; this information is only visible to the course administrator. This survey is ungraded, and will not affect your grade in this course in any way. Benedictine University thanks you for your honest and candid feedback.

Team Survey
By the end of this course, please submit your Team Evaluation. You are to respond to the following regarding each team member: Team members name. Percentage of project to which the team member contributed. Remember this survey is completely anonymous and will not be shared with any team or individual student. It is for the team project grading purposes only.

Library Resources
The primary mission of the Benedictine University Library is to provide library resources and services that support the Benedictine University community and meet its academic and research needs. To support our mission, the Library has made provisions for all students to gain access to important academic resources through the Benedictine Library Website. As you begin your academic journey please take note of these key concepts that will affect that access:

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Entry into academic databases and most Library resources must be made through the Benedictine Library Website at www.ben.edu/library Within one week of your official enrollment your patron information will be automatically entered into the library system, where once entered, you will be able to check out books and access databases When off-campus you will be prompted by authentication software (a proxy server) to provide your Library ID number and last name to access article databases and request books. This software proxy server confirms that you are a current Benedictine University student and thus allowed access Your Library ID number is a combination of the Benedictine Library prefix 2281100 and your seven-digit student ID number (also called your b number). Thus 2281100XXXXXXX is the Library ID number with Xs being the seven digit student number. This number is prominently located just below the barcode on your Benedictine ID card Tutorials on the Research Process including basic Library skills and Web-based Resource Guides are available on the Library Website http://www.ben.edu/library/. Click on Reserves & course support or simply follow the link http://www.ben.edu/library/course_support/index.asp Additional Library information and tutorials are available on the Library Website by clicking on How do I?...(Help & FAQs) or simply follow the link http://www.ben.edu/library/help/index.asp For further information on any aspect of Library resources and access please call or write the Benedictine Library Reference Desk at 630-829-6057 or libref@ben.edu. Please take note of Library hours and staff directory located on the Library Website under About the Library and feel free to contact us about any concern or need you might have.

Late Assignments
Per University policy, assignments cannot be accepted by an instructor after the last day of the course. In the event of extenuating circumstances, please see the information regarding the Incomplete Policies and Procedures.

Incompletes: Policy and Procedures


Under extraordinary circumstances, when a student is unable to complete all course assignments by the final date of the session, a grade of 'I'(Incomplete) may be requested by the student and issued with the permission of the instructor. In order to be eligible for an Incomplete, a student must be performing satisfactorily in the course, have completed a substantial portion of the course and be in good academic standing.

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Online students may have as many as 28 days in which to complete their work and submit for a final grade from the instructor. Incomplete grades not addressed by students will become an F unless the student has removed it. It is the students responsibility to complete all course requirements.

University Academic Honesty Policy


The search for truth and the dissemination of knowledge are the central missions of a university. Benedictine University pursues these missions in an environment guided by our Roman Catholic tradition and our Benedictine Heritage. Integrity and honesty are therefore expected of all University students. Actions such as cheating, plagiarism, collusion, fabrication, forgery, falsification, destruction, multiple submission, solicitation, and misrepresentation are violations of these expectations and constitute unacceptable behavior in the University community. To access the complete Academic Honesty Policy, which includes student responsibility, responsibility and authority of faculty, violations, reporting and communicating, responsibilities of the provost, appeals, composition of the academic appeals board, procedures of the academic appeals board, and records, please select the following link: www.ben.edu/ahp

Services for Students with Disabilities


Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act (ADA) of 1990 prohibit discrimination against individuals with disabilities by standing provision of reasonable accommodations to make programs and activities accessible to qualified individuals with disabilities. If you have a documented learning, psychological, or physical disability, you may be eligible for reasonable academic accommodations or services. To request accommodations or services, please contact the Student Success Center, Krasa Center - 012A, 630-829-6340. All students are expected to fulfill essential course requirements. The University will not waive any essential skill or requirement of a course or degree program.

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