Marshall School of Business Essay Example For Students

Marshall School of Business Essay University of Southern CaliforniaMARKETING 465GLOBAL MARKETING MANAGEMENTSpring, 2011Faculty:Dennis A. Schorr, Ph.D. Office: ACC 226Phone: 740-5041E-mail: Office Hours: Mon. 3:30-5:30 P.M. or by appointmentCourse Objectives:The major objectives of this course are to: a) Understand the key characteristics of various country markets and howto develop marketing plans in diverse environments b) Appreciate the limitations of an ethnocentric approach tointernational marketing and develop a complex, global perspective onmarketing c) Understand the role of marketing in a companys global strategy andlearn how to develop global marketing strategies d) Develop a multidimensional, nuanced perspective on marketingstandardization vs. adaptation and learn how to balance the pressuresfor globalization vs. localization of the various elements of themarketing mix e) Appreciate the roles of global, regional, and local brands in acompanys portfolio and learn how to manage effectively each type ofproduct or serviceIn support of these goals, the course is divided into five major topicareas. The first topic area focuses on the opportunitiesandchallenges of international marketing and how to assess countryenvironmental factors that are most relevant to the management ofinternational marketing. The second topic area concentrates on how toselect markets to enter and how to develop international and globalmarketing strategies. The third topic area examines the similaritiesand differences in product markets across countries and how to developmarketing strategies for various types of products and services. Thefourth topic area deals with how to develop product policy in theinternational contextincludingthemanagementofbranding,positioning, product attributes, and packaging. The fifth topic areaisconcernedwithhowtodevelopdistribution/retailing,advertising/promotional, and pricing policies in the internationalcontext including how to manage the tradeoffs of standardization vs. adaptation associated with each element of the marketingmix. Throughout the course, a variety of country markets in various regionsof the world will be discussed and a variety of different types ofproducts and services will be addressed. Class Sessions:The class sessions will focus on the understanding of major concepts,frameworks, and analytical tools used in global marketing and theapplication of these concepts, frameworks, andtoolstotheunderstanding of real-world situations. The textbook chapters aredesigned as background reading to introduce the major concepts in thefield. Readings are chosen to expose you to recent trends in globalmarketing. Case discussions will develop your skills in applying theconcepts to actual managerial situations. Assignments and exerciseswill also assist in developing your knowledge and competencies in thearea. Class sessions will consist of lectures in which conceptualmaterial will be clarified and of discussions of cases, readings,exercises, and concepts to allow you to practice applying thematerial. Before each class session, you should read the assignedtextbook chapters, readings, and cases and be prepared to discuss themin class. Course Evaluation:25%Midterm Exam25%Final Exam10%Class Participation10%Group Assignment # 110%Group Assignment # 210%Group Assignment # 310%Group Assignment # 4As an important part of the learning in this course comes from class,you are expected to participate actively in class sessions. The levelof class discussions and how much you gain from them depend in largepart on how well prepared you are for each class and how actively youtake part in the discussions. Thus, your level of preparation forclass sessions and participation in discussions will be factored intothe final evaluation. I realize that occasionally it is not possibleto attend class. You can miss up to three class sessions without itaffecting your grade; however, if you miss more than three sessions,it could have an impact on your participation grade. Occasionally, Iwill ask groups to make informal presentations in class; theseinformal presentations will be factored into the participation grade. Enduring Love EssayCourse Outline:Week 1Introduction and Overview:International Marketing Opportunities and Challenges1/11 No Preparation for Today1/13 Textbook: Chapter 1 (KG)Week 2International Marketing Opportunities and Challenges:Assessing the Cultural and Social Environment1/18 Textbook: Chapter 4 (KG)Case:Marketing an Industrial Product in LatinAmerica (Case 14-2 KG)1/20 Case:Barbie: Growing Pains as the AmericanGirl Goes Global (To Be Distributed)Week 3International Marketing Opportunities and Challenges:Assessing the Economic, Financial, and TechnologicalEnvironment1/25 Textbook: Chapter 2 (KG)1/27 Case:From Communism to Capitalism: VietnamsEconomic Transformation (Case 2-3 KG)Week 4International Marketing Opportunities and Challenges:Assessing the Political and Regulatory Environment2/1Textbook: Chapters 3 5 (KG)2/3Reading:Article on European Integration (PCR)Case:Gambling Goes Global on the Internet(Case 5-2 KG)Due: Group Assignment # 1Week 5Global Marketing Strategy:En tering New Markets and Allocating Resources AcrossCountries2/8Case:Citibank: Launching the Credit Card inAsia Pacific (PCR)2/10 Textbook: Chapter 6 (KG)Week 6Global Marketing Strategy:Understanding the Relationships Between Business Strategyand Marketing2/15 Textbook: Chapter 16 (KG)2/17 Case:Proctor Gamble Europe: Vizir Launch(PCR)Week 7Global Marketing Strategy:Balancing the Pressures for Standardization vs. Adaptation2/22 Case:Kao Corporation (PCR)2/24 Textbook: Chapter 9 (KG)Due: Group Assignment # 2Week 8International Product and Service Markets:Analyzing Customers and Competitors3/1Textbook: Chapter 7 (KG)Case:Emdico (A) (PCR)3/3Case:The Youth of the World Proclaim, We WantOur MTV! (Case 7-3 KG)Week 9International Product and Service Markets:Analyzing Company Resources and Level of MarketDevelopment3/8Exam:Midterm Exam3/10 Case:McDonalds Expands Globally WhileAdjusting Its Local Recipe (Case 1-2 KG)Week 10Global Product Policy:Managing Branding and Positioning3/22 Textbook: C hapter 17 (KG)Reading:How Global Brands Compete (PCR)Case:Fair Trade Coffee: Ethics, Religion, andSustainable Production (Case 4-2 KG)3/24 Textbook: Chapter 10 (KG)Case:Samsung Electronics Co.: Global Marketing Operations (PCR)Week 11Global Product Policy:Designing Product Attributes and Packaging3/29 Reading:The Battle for Chinas Good-Enough Market (PCR)Case:The Smart Car (Case 10-2 KG)3/31 Case:Procter Gamble: Balancing Global vs. Local Concerns in the Worldwide Feminine CareBusiness (PCR)Due: Group Assignment # 3Week 12The Global Marketing Mix:Analyzing the Advertising, Promotional, and CommunicationsEnvironment4/5Textbook: Chapter 13 (KG)Case:Cola Wars in China: The Future is Here(PCR)4/7Textbook: Chapter 14 (KG)Case:The Global Brand Face-Off (PCR)Week 13The Global Marketing Mix:Developing Advertising, Promotional, and CommunicationsCampaignsThe Internet and Global Marketing4/12 Textbook: Chapter 15 (KG)4/14 Case:DeRemate.com: Building a Latin AmericanInternet AuctionSite (PCR)eBay in Asia (Case 15-2 KG)Due: Group Assignment # 4Week 14The Global Marketing Mix:Managing Pricing and Distribution Channels4/19 Reading:A New Alliance for Global Change (PCR)Case:Unilever in India: Hindustan LeversProject Shakti (PCR)4/21 Textbook: Chapters 8 ; 11 (KG)Week 15The Global Marketing Mix:Managing Distribution Channels and Retailing4/26 Case:Carrefour Seeks Growth Abroad (Case 12-2KG)Costco: The Globalization of an Americ anRetailer (On Blackboard)4/28 Textbook: Chapter 12 (KG)Week 16Final Examination5/11 Due: Final Exam, Wednesday, May 11, 2:00PM-4:00PM