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 company’s 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 acompany’s 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. Your individual mastery of the course material will be tested in amidterm and a final examination. The exams are designed to assess yourknowledge of the material covered up to that point in the course.
The four group assignments should be completed in groups of 4-5people. They are designed to give you hands-on experience developingskills relevant to global marketing. Learning in these assignmentsshould be enhanced by interacting and discussing the material withother members of your group. Peer evaluations of each member of yourgroup will be conducted to ensure that all members contributeequitably to the assignments.
All assignments are due at the beginningof class on the due date. Assignments that are handed in late willhave their grades marked down. Technology Use in the Classroom:Please note that communication devices, such as cell phones, smart phones,etc. , capable of sending and/or receiving electronic communication and allentertainment devices, such as iPods or other MP3 players, are to be turnedoff and kept off throughout class sessions. Receivingorsendingcommunication or entertainment duringclassdisruptsthelearningenvironment and is rude to those around you.
Laptop computers cannot beused during class. Internet connections are also not permitted. Academic Integrity:USC seeks to maintain an optimal learning environment. General principlesof academic honesty include the concept of respect for the intellectualproperty of others, the expectation that individual work will be submittedunless otherwise allowed by an instructor, and the obligations both toprotect one’s own academic work from misuse by others as well as to avoidusing another’s work as one’s own. All students are expected to understandand abide by these principles. Violations of academic integrity standardswill be treated seriously.
SCampus, the Student Guidebook, contains theuniversity’s academic integrity standards as part of the University StudentConduct Code (see the University Governance section ofSCampusathttp://web-app. usc. edu/scampus/). Students will be referred to the Officeof Student Judicial Affairs and Community Standards for further review,shouldtherebeanysuspicionofacademicdishonesty(seehttp://www. usc.
edu/student-affairs/SJACS/). Students with Disabilities:Any student requesting academic accommodations based on a disability isrequired to register with Disability Services and Programs (DSP) eachsemester. A letter of verification for approved accommodations can beobtained from DSP. Please be sure the letter is delivered to yourinstructor as early in the semester as possible. Your letter must bespecific as to the nature of any accommodations granted. DSP is located inSTU 301 and is open 8:30AM to 5:00PM, Monday through Friday.
The telephonenumber for DSP is 213-740-0776. Returned Coursework:Graded paperwork that is unclaimed by a student will be discarded after 4weeks. Students who miss class sessions when paperwork is returned areresponsible for arranging for an appointment to retrieve the material. Disputes over graded material should be brought to theprofessor’sattention as soon as possible.
Expectations for the Classroom:In order to create an effective learning environment in the classroom, thefollowing are expected: 1. Active Participation in Classroom Discussions – Give and Take of Ideas 2. Involvement Among All Students in Class Discussions 3. Full Preparation Before Class of Cases and Readings 4. Quality of Participation is Important, Not Just Quantity 5. Consistent Participation Throughout the Semester 6.
No Computer Use During Class 7. No Cell Phone Use During Class 8. Sit in Same Seats Each Week – According to Seating Chart 9. Display Name Cards In Front of Seat (during first four weeks of class)10. Attending All Class Sessions – Up to Three Sessions Can Be Missed11.
Punctual Arrival at Beginning of ClassTexts:KG:Keegan, Warren J. , ; Green, Mark C. 2011. Global Marketing(6th Ed.
). Upper Saddle River, NJ: Pearson Prentice Hall. PCR: Packet of Cases and Readings. Course 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: Vietnam’sEconomic 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:Entering 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:McDonald’s Expands Globally WhileAdjusting Its Local Recipe (Case 1-2 KG)Week 10Global Product Policy:Managing Branding and Positioning3/22 Textbook: Chapter 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 China’s 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 Lever’sProject 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 AmericanRetailer (On Blackboard)4/28 Textbook: Chapter 12 (KG)Week 16Final Examination5/11 Due: Final Exam, Wednesday, May 11, 2:00PM-4:00PM