Catalog Description:

A conceptual and analytic approach to the identification of international marketing opportunities and the development of action strategies.  Case analysis is an important component of this course.

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Required Text:

Kotabe, Masaaki, Helsen, Kristiaan,  Global Marketing Management, 3rd, Wiley, Danvers, MA 2004.

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Course Objective:

To have students make significant progress in developing their ability to think and communicate about the diverse and fascinating realm of global marketing and the role of those corporations capitalizing on the opportunities available in the world marketplace. We will examine marketing issues and subjects as influenced by operating in the international marketplace. By the end of the course, students will have a global perspective, be aware of the forces that international firms face from a marketing perspective, and the problems and opportunities challenging marketers.
Text and additional readings will serve as an outline for the course material. Key points and concepts will be discussed in class, but not all topics will be covered in class. Students are encouraged to search for relevant material from business and academic journals and periodicals to add to the class discussions.

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Methods:

1) Readings (Chapters and Additional Articles);
2) Lectures
3) Class Discussions;
4) Cases.

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Expectations:

1) Read all assigned material prior to attempting discussion or papers.
2) Observe proper etiquette during threaded discussion.
3) Pay attention, be alert, ask questions, and participate in discussions.
4) Organize your time to meet deadlines.
5) Participation is crucial for success. Regular contributions are expected of all students.

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ADA Policy

In accordance with the Americans with Disabilities Act, students with bona fide disabilities will be afforded reasonable accommodation. The Office of Special Student Services will certify a disability and advise faculty members of reasonable accommodations.

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Statement on Changes in Course Requirements

Since all classes do not progress at the same rate, the instructor may wish to modify the above requirements or their timing as circumstances dictate. For example, the instructor may wish to change the number and frequency of exams, or the number and sequence of assignments. However, the students must be given adequate notification. Moreover, there may be non-typical classes for which these requirements are not strictly applicable in each instance and may need modification. If such modification is needed, it must be in writing and conform to the spirit of this policy statement.

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Grading:

1) Eight written case studies, (10% each, 80% of total);
2) Case Presentation and Write-up (20% of total)
      A) Class Presentation (15% of total);
      B) Executive Summary (5% of total);
3) Discussion Participation, including outside additions to relevant discussions;

Class Participation:
90-100% Outstanding attendance, consistent, high-level involvement in class discussion, leadership in class discussions, consistent group leadership and contributions;
80-90%   Regular attendance, consistent and regular involvement in class discussions, some group leadership and consistent group contributions;
70-80%   Regular attendance, periodic involvement in class discussions, little group leadership and some group contributions;
60-70%   Irregular attendance, little involvement in class discussions, no group leadership and few group contributions;
< 60%     Sporadic attendance, passive or reluctant to join class discussions, no group leadership and no group contributions.

Final Grade Listing:
     A = 90.00 and above;
     B = 80.00 through 89.99;
     C = 70.00 through 79.99;
     D = 60.00 through 69.99;
     F = 59.99 and below.

You will get what you earn!

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Reading and Class Assignments

Class #1 - 6/3, Wednesday
Course Introduction
Chapter 1 - Globalization Imperative

Class #2 - 6/7, Monday
Chapter 2 - Global Economic Environment
Chapter 3 - Financial Environment
Written Case - Case #12, Herman Miller, Inc. vs. ASAL GMBH

Class #3 - 6/9, Wednesday
Chapter 3 - Financial Environment (continued)
Chapter 4 - Global Cultural Environment and Buying Behavior
Written Case - Case #9, Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico

Class #4 - 6/14, Monday
1st Presentation - ABC Chemical Company Goes Global
Chapter 5 - Political and Legal Environment
Written Case - Case #3, Gap, Inc.

Class #5 - 6/16, Wednesday
Chapter 6 - Global Marketing Research
Chapter 7 - Global Segmentation and Positioning
Written Case - Case #6, Motorola: China Experience

Class #6 - 6/21, Monday
2nd Presentation - Unisys: The Repositioning
Chapter 8 - Global Marketing Strategies
Written Case - Case #14, Ceras Deserticas and Mitsuba Trading Company

Class #7 - 6/23, Wednesday
Chapter 8 - Global Marketing Strategies (continued)
Chapter 9 - Global Market Entry Strategies
Written Case - Case #5, Danone: Marketing the Glacier in the United States

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Class #8 - 6/28, Monday
3rd Presentation - DaimlerChrysler for East Asia
Chapter 10 - Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces
Written Case - Case #8, Nova Incorporated: Two Sourcing Opportunities

Class #9 - 6/30, Wednesday
Chapter 11 - Global Product Policy Decisions I: Developing New Products for Global Markets
Chapter 12 - Global Product Policy Decisions II: Marketing Products and Services
Written Case - Case #10, Tilting Windmills: Sanex Tries to Conquer Europe

Class #10 - 7/5, Monday
Fourth of July Holiday - No Class

Class #11 - 7/7, Wednesday
4th Presentation - Two Dogs Bites into the World Market: Focus on Japan
Chapter 13 - Global Pricing
Written Case - Case #1, Club Med: The Party Is Over

Class #12 - 7/12, Monday
5th Presentation - Benetton
Chapter 14 - Communicating with the World Consumer
Written Case - Case #11, BMW Marketing Innovation

Class #13 - 7/14, Wednesday
Chapter 15 - Sales Management
Written Case - Case #17, Honda in Europe

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Class #14 - 7/19, Monday
6th Presentation - Docomo's Quest to Go Global
Chapter 16 - Global Logistics and Distribution
Chapter 17 - Export and Import Management
Written Case - Case #13, Wal-Mart Operations in Brazil: An Emerging Giant

Class #15 - 7/21, Wednesday
Chapter 18 - Planning, Organization, and Control of Global Marketing Operations
Written Case - Case #2, Starbucks Coffee: Expansion in Asia

Class #16 - 7/26, Monday
Chapter 19 - Global Marketing and the Internet
Written Case - Case #4, AOL Goes Far East

Class #17 - 7/30, Friday
Exam Week, Friday - 8:00 PM
NO Exam

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