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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
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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.
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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.
MBA 686
Syllabus
August 2011
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.
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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.
Week
Title
Assignments
01
Cultural Foundations
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
02
Foreign Entry
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
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.
MBA 686
Syllabus
August 2011
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.
MBA 686
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August 2011
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.
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.
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
05
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
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
06
Global Branding
MBA 686
Syllabus
August 2011
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
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
MBA 686
Syllabus
August 2011
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.
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
MBA 686
Syllabus
August 2011
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:
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011
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.
MBA 686
Syllabus
August 2011