20128 MAR6157 International Marketing All Xie, J

7/28/2019 20128 MAR6157 International Marketing All Xie, J

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University of FloridaCollege of Business Administration

MAR 6157: INTERNATIONAL MARKETINGFall 2012 (Module 1)

Professor: Dr. Jinhong Xie (pronounced SHEE-a,

)Office: 209 Bryan HallPhone: 352-273-3270Email: [email protected] hours: 4:00-5:30pm (Mondays)TA:Class Times: You are required to attend the class for which you are registered

Section 4848: M/W Period 1-2 (7:25am -9:20am), HGS 340Section 6805: M/W Period 3-4 (9:35am-11:30am), HGS 340Section 0348: M/W Period 7-8 (1:55am-3:50pm), HGS140

Course Objective:

This course aims to develop students analytical, decision making and communication skills related tomarketing management in a global economy. Students learn major international marketing concepts anddevelop cross-cultural sensitivities and skills that will enable them to identify, analyze, and solveinternational marketing problems.

Course Description:

This course explores how global marketing decisions are affected by economic, social, legal, and culturalfactors, many of which vary substantially from country to country. Students learn how to analyze thepotential of foreign markets, evaluate alternative market entry strategies, compare consumer differences andsimilarities across markets, adjust marketing strategies to local conditions, and manage product crises thataffect brand image and long-term profit in foreign markets. Marketing challenges are presented from apractical managerial perspective, with reference to many real-world examples. The course employs acombination of lectures, discussions of readings, case analyses, in-class exercises, and a group project.

Course Materials:

Textbook (optional): Warren J. Keegan and Mark S. Green, Global Marketing, 7th Edition, PrenticeHall (earlier editions are workable).

Lecture notes (the course website). HBS cases (Target Copy Center, 1412 West University Ave.)

Readings (Target Copy Center, 1412 West University Ave. or UF library online journals)

Course Website:

The site contains many things that you will find useful over the course of the semester, including thesyllabus, lecture notes, assignments, and readings. It should be the first place you visit if you have a questionrelated to the course. Also, throughout the course, announcements and updated documents will be posted onthe course website, so please visit the website periodically.


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Course Organization and Assignments:

We will use a combination of lectures, discussions of readings, case analyses, in-class exercises, and a courseproject to achieve the course objectives. Class sessions will highlight the key concepts/methods, focus onimportant insights, and stimulate your thinking. In discussing various concepts and issues, the emphasis is ontheirapplication and interpretation in real world applications.

Critical thinking and active involvement of students in class discussions are keys to achieving the courseobjective. The students are expected to be fully prepared for and actively participate in class discussions.

1. ReadingsI have assigned a number of articles, some as required readings, and others as recommended readings.You are expected to keep up with these readings and be prepared for class discussion. While both typesof readings are important to you, only the required readings will be covered in quiz/exam questions.Each team will be assigned to summarize one of the required readings, in the form of a PPT presentation.These summaries will be posted on the course website so those in other teams can peruse them.

2. Teams Teams will be formed during our first class meeting. Each team needs to select a team coordinator. A peer evaluation form (attached at the end of the syllabus) will be filled out at the end of the

semester. The grade that you receive for team assignments may be adjusted based on the peerevaluation.

Please alert me of any major difficulties you encounter with your team members as early as possible,so that we can work out a solution without adversely affecting anyones grade.

3. HBS Cases:We will analyze and discuss three real-world cases. Each team will be required to submit an analysis oftwo of the three cases (PPTs). Your teams specific assignments for the case analyses will be posted onthe course website during the second week of the course.

4. Course Project:Each team will complete a course project. Given the increasing importance of emerging markets,especially BRIC (Brazil, Russia, India and China) and CIVETS (Colombia, Indonesia, Vietnam, Egypt,Turkey and South Africa) in the world economy, the course project is designed to advance studentsunderstanding of opportunities and challenges regarding these important emerging markets and therecent globalization of firms from these emerging markets. The details of the project will be specified inthe file Course Project (see course website). To ensure you have sufficient time to complete theproject, your team should start the project in the first week of the course.

5. Individual Assignment, Quiz and Exam:(a)

There will be one individual assignment: which will be a short essay (see course website for therequirements).

(b) There will be one quiz and one exam. They will cover material from the required readings, handouts,and class discussions, and will consist of multiple choice and short essays based on the materialcovered (Note that make-up exams will only be allowed in cases of a valid and documented familyor medical emergency).


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6. Extra Credit Opportunity:Students will have an opportunity to receive extra credit by doing research on a topic related tointernational marketing, including (but not limited to):

(a) A recent event, report, or research analysis relevant to an upcoming class lecture topic,(b) A specific issue or a firms practice related to globalization,(c) A specific foreign country

Students completing the research will be given the opportunity to present the research to class.Extra credit awarded will be 1-3 percentage points depending on the effort and the quality of your work.If you are interested in receiving the extra credit, please inform me early (no later than the second weekof class).

7. Written Deliverables: A hardcopy of any written assignment is due at the beginning of class on the due date. Late work

will NOT be accepted.

All writing assignments must be typed, double-spaced. Handwritten assignments will NOT beaccepted.

Participation and Attendance

You are required to attend all classes and arrive on time. Class participation (10 percent of your grade)will be based on a combination of attendance and the level/quality of involvement in class discussion.

Grading and Evaluation:

Academic Honesty and Accommodations for Students with Disabilities

This course follows general university policy regarding academic honesty (Please refer to theUniversity of Floridas Student Honor Code: http://www.dso.ufl.edu/judicial/honorcode.php)

Students requiring classroom accommodations must first register with the Dean of Students Offices.The Dean of Students Office will provide documentation to the student who must then provide thisdocumentation to the Instructor when requiring accommodation.

Individual

(55%)

Individual Assignment 5%

Quiz (on the readings and notes) 10%

Exam 30%

Class Participation 10%

Team

(45%)

Case Analysis (PPTs) 15%

Project Presentation 15%

Project Report 15%

Total 100%


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Course Schedule1

Week Date TopicText Book

Chapter

Assignments/

Requirements

Required

Readings

18/20(M)

Course OverviewIntroduction to International Marketing

1 Formation of teams

Readings: 1-5

8/22

(W)

Global Marketing Environment I:

Economic and Trade Environment 2, 3

Team organization

form due

2

8/27(M)

Global Marketing Environment II:Social and Cultural Environment

4Team articlesummary (PPT) due

8/29(W)

Global Marketing Environment III:Legal, and Regulatory Environment

5 Project plan due

39/3(M)

No Class (Labor Day) Having fun

Readings: 6-9

9/5(W)

Global Market Entry Strategy7, 8, 9 Case 1 due

4

9/10(M)

QuizProject Presentation 1 (countryanalysis)

Email your slidesbefore 7:00am

9/12

(W)

Global Marketing Strategy:

Branding & Product Strategy 10 Case 2 due

Readings: 10-145

9/17(M)

Global Marketing Strategy:Marketing Communication

13, 14IndividualAssignment due

9/19(W)

International Marketing CrisisCommunicationIn Class Exercise

Case 3 due

6

9/24(M)

Global Marketing Mix III:Pricing and Distribution Channel

11, 12

9/26(W)

Project Presentation 2 (MarketingPlan)

Email your slidesbefore 7:00am

7

10/14 (M)

Globalization New TrendsQ/A

Project report due

10/3(W)

Exam

Important Dates:

Date Tasks (see Course Schedule for details)

8/22 (W) Team organization form due

8/27 (M) Team article summary (PPT) due

8/29 (W) Team Project Plan due

9/3(M) No class

9/5 (W) Case 1 (PPT) due

9/10 (M) Quiz / Team Presentation I: The first part of the project, Country Analysis9/12 (W) Case 2 (PPT) due

9/17 (M) Individual Assignment due

9/19 (W) Case 3 (PPT) due

9/26 (W) Team Presentation II: The second part of the project, Marketing Plan

10/1 (M) Team written project report due

10/3 (W) Exam

1 Course topics and assignment due dates are subject to change. Instructor will notify you in advance.


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Required Readings and Cases

Required Readings: (You can get these readings either from Target Copy Center, 1412 West University Ave, (352)376-3826), or from UF librarys online journals)

1. Cracking the Next Growth Market: Africa. HBR, July 2011.2. Is the Bottom of the Pyramid Really for You? HBR, March 2012.3. How to Win in an Emerging Market: Lessons from Japan. HBR, May 2012.4. Winning the $30 trillion decathlon: Going for gold in emerging markets. MKQ, August 2012.5. Competing with emerging market multinationals, Business Horizons, May 20126. Lost in Transition. HBR, April 20117. Shattering the Myths about U. S. Trade Policy, HBR, March 2012.8. Brand building in developing markets. Business Horizons, May-June 2003.9. KFCs Radical Approach to China. HBR, Nov 2011.10. Marketing Meets Web 2.0, Social Media and Creative Consumers. Business Horizon, 2012.11. Mobilizing Growth in Emerging Market. MIT Sloan Management Review, Spring 2012.12. How to Save Your Brand in the Face of Crisis. MIT Sloan Management Review, Summer 2012.13. The Promise and Peril of Russia's Resurgent State, HBR, 2010.14. The China Rules, HBR, 2010.

Cases (Target Copy Center, 1412 West University Ave, (352) 376-3826))

1. GENICON: A Surgical Strike into Emerging Markets (2010)2. Coca-Cola's Marketing Challenges in Brazil (2004)3. A Bomb in Your Pocket? Crisis Leadership at Nokia India (2011)


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Other Recommended Readings(UF librarys online journals)

A. Emerging Markets1. E. Meyer, E.Y. Shen. 2010. China myth, China facts. HBR.88 (1/2) 24-24.2. Khanna, Tarun, China + India: The Power of Two, HBR, December 2007.3. A seismic shift in South Africas consumer landscape.Mckinsey Quarterly. 2010 June.4. G. Jeff, H. Jimmy, H. Martin. Building a second home in China.Mckinsey Quarterly. 2010 3 39-56.5. Indias urban awakening: building exclusive cities, sustaining economic growth.Mckinsey Quarterly. 2010 April.6. David Court and Laxman Narasimhan, Capturing the worlds emerging middle class, Mckinsey Quarterly, July

2010.7. The world turned upside down: A special report on innovation in the emerging market. The Economist. 2010 4.B. Global Marketing Environment

1. Prahlad, C. K. and Allen Hammond, Serving the Worlds Poor Profitably, HBR, September 2002.2. Earley, P. Christopher and Elaine Mosakowski, Cultural Intelligence, HBR, Best Practice Article, October 2004.3. Gopal Ashok and Rajesh Sriniva, The New Indian Consumer, HBR, October 2006.4. D. Georges, R. Baudouin. Older, smarter and poorer: The French consumer transformation. Mckinsey Quarterly.

2010 3 18-215. Japans luxury consumer move on.Mckinsey Quarterly. 2009 August.6. How half the world shops: apparel in Brazil, China and India.Mckinsey Quarterly. 2007 4 68-79.7. Capturing Africas business opportunities.Mckinsey Quarterly. 2010 June.C. Global Marketing Strategy

1. Farrell, Dianne, Beyond Off-Shoring: Assess Your Companies Global Potential, HBR, December 2004.2. Khanna, Tarun, Krishna G. Palepu, and Jayant Sinha, Strategies That Fit Emerging Markets, HBR Spotlight,

Harvard Business Review, June 2005.3. Holt, Douglas B., John A. Quelch, and Earl L. Taylor, How Global Brands Compete, HBR, September 2004.4. Antia, Kersi, Mark Bergen, and Shantanu Dutta, Competing with Gray Markets,MIT Sloan Management Review,

Fall 2004.5. Arnold David, Seven Rules of International Channel, HBR, November-December 2000.6. Gates, Bill, Making Capitalism More Creative, Time, July 31, 2008.7. Understanding on-line shoppers in Europe.Mckinsey Quarterly. 2009 May.D. International Risk Management and Crisis Communication1. Kingston, Jeff, A Crisis Made in Japan, WSJ, February 5, 2010.2. Augustine, N.R. (1995) Managing the Crisis You Tried to Prevent, HBR, Nov/Dec, pp. 147-158.


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TEAM ORGANIZATION FORM

Due Date: Tuesday, August 22th

Instructions:

Form a team. Select a team coordinator. Enters team members information (and indicate who is the team coordinator) and indicates

your teams preference for the project in the following table.

The team coordinator emails this form to me on Tuesday, August 22th.Class Section Number (or class time): _______________________

Team Formation

Name E-mail Address Telephone # Coordinator (check box)

Team Preference

1. From the following list of emerging market countries, circle THREE that you would be mostinterested in studying:Brazil, Bulgaria, Chile, China, Colombia, Czech Republic, Egypt, Estonia, Hungary, India,Indonesia, Latvia, Lithuania, Malaysia, Mexico, Morocco, Nigeria, Pakistan, Peru,Philippines, Poland, Romania, Russia, South Africa, Thailand, Turkey, Venezuela, Vietnam.

2. Check ( ) which of the following types of analysis you are most interested in conducting:____ A firm from a developed country enters one of the emerging markets you selected

____ A firm from one of the emerging markets you selected enters a foreign market


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TEAM MEMBER PEER-EVALUATION(Due Date: last day of class)

Your Team #________________________

Please check the corresponding cell for each of your team members according to his/her contributions

to your team works. Your evaluation will be used to make adjustments to each of your team members

grade on his/her team work.

Please DO NOT evaluate yourself.

No.Name of Your

Team Member

Did their fair

share or more

Contributed

slightly less

than fair share

Contributed

less than fair

share

Contributed

significantly less

than fair share

1.

2.

3.

4.

5.

6.

7.


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TEAM PRESENTATION EVALUATION FORM

Class: A [ ], B [ ], C [ ]

Presenting Group #______________ Evaluating Group # _________________

Please evaluate the presentation according to the sale from 1 to 10 (1=very poor, 10=excellent) for the

following items:

1. Informative: How much did I learn?1 2 3 4 5 6 7 8 9 10

2. Interesting: Was I captivated?1 2 3 4 5 6 7 8 9 10

3. Clarity: Was the presentation easy to follow and understand?1 2 3 4 5 6 7 8 9 10

4. Depth of the analysis: Did the team push beyond the superficial?1 2 3 4 5 6 7 8 9 10

5. Organization: Was the presentation logical?1 2 3 4 5 6 7 8 9 10

6. Delivery: Visuals (slides) helpful? Speaking clear & lively?1 2 3 4 5 6 7 8 9 10

7. Creativity: Was the presentation innovative?1 2 3 4 5 6 7 8 9 10

8. Overall1 2 3 4 5 6 7 8 9 10

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20128 MAR6157 International Marketing All Xie, J