Download global marketing management

GLOBAL MARKETING MANAGEMENT
Course Number
Course Title
Course Credits
Pre-requisites
Semester
BUS 350
Global Marketing Management
3
BUS 200 or an introductory marketing class/permission
Summer 2017
Course Description:
This course will focus on the unique problems associated with managing marketing operations
across national borders. Topics include: the impact of culture on the global marketing
environment; how to identify global market opportunities for an existing enterprise or a new
venture; how to apply industry analysis; assessment of risk and new customer identification
techniques in an international context; and how to develop and implement effective
comprehensive marketing strategies on a global scale. Working individually and in groups, we
will analyze markets and countries, and apply knowledge to develop marketing solutions.
This course will also concentrate on the problems associated with conducting business in a
foreign market; beginning with start-up operations, continuing with new market entry
considerations, and concluding with the international issues confronting giant global
marketers.
As an advanced level marketing course, this course builds on your existing knowledge of
marketing
Covered Topics:
This course is comprised of five sections:
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The Decision Whether to Internationalize
Global Marketing in the Firm
Deciding which markets to enter
Market Entry Strategies
Designing the global marketing program
Implementing and coordinating the global marketing program
Course Objectives:
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At the completion of this course the students should be able to:
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To acquire the basic knowledge, concepts, tools, and international terminology
necessary to understand international marketing opportunities and problems
To understand how companies adjust their international strategies based on the global
environmental changes (e.g., globalization)
To build skills and respect toward the understanding of cultures of nations by critically
analyzing the social, political, legal, technological, regulatory, and economic forces
that affect the business performance of international marketing
To develop international marketing strategies and plans to launch a product or service
in other foreign markets
To understand the different challenges in logistics and distribution that a company
faces when marketing products overseas
To become a corporate global citizens capable of adjusting to a global marketplace
Required Reading:
Svend Hollensen, Global Marketing, 6th Edition; PEARSON, Financial Times
ISBN-13: 978-0273773160 ; ISBN-10: 027377316X
Additional Resources:
Cateora, P.; Graham, J. International Marketing. 16th ed. McGraw-Hill/ Irwin. International
Edition 2014.
Malcolm McDonald and Hugh Wilson, Marketing Plans: How to Prepare Them, How to Use
Them, 11th Ed. ISBN-10: 0470669977 | ISBN-13: 978-0470669976
Links related:
www.adage.com
www.trendhunter.com
www.the-emagazine.com
www.coolhunting.com
Teaching/Learning strategies:
Throughout the course, students are to work collaboratively in their assigned groups. This
course requires the convening of the assigned group on-line and/or face-to-face for an
additional four hours each week in addition to the individual hours spent each week on-line
completing discussions questions, dialog exchange with other students, article reviews, etc.
The purpose of these ongoing group meetings is to continue the exploration of the conceptual
material discussed in class, prepare specific assignments, readings for the upcoming session,
and to work on the course final project. The student commitment to the group process is
fundamental for the individual success, the overall success of the assigned group, as well
as the success of the class in general.
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Instructional Method:
Classroom Instruction, Individual Responses, Partner Activities, Reading, Video Content,
Case Studies, Group Activities, Oral Presentations, Lectures/Discussions, Exams, Quizzes,
and Homework. See addendum for specific details.
Evaluation Methods:
COURSE REQUIREMENT
% OF FINAL
GRADE
ASSIGNMENTS DUE
Class attendance/participation in class
and at professional visits
Discussion of articles
25%
Group Case Presentations (5)
25%
Groups will present a
case as provided the last
week of classes.
Group Marketing Plan/Research
Project & Presentation
25%
Group ProjectSubmission
Final Exam
25%
16.12.2015
TOTAL GRADE
Every day of class one
student.
100%
Grading Policy:
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PERCENTAGE
LETTER GRADE
GRADE
93 – 100
A
89 – 92
A-
EXCELLENT
(8,9 -10)
86 – 88
B+
80 – 85
B
75 – 79
B-
70 – 74
C+
65 – 69
C
55 – 64
D
54 or less
F
VERY GOOD
(8 – 9,2)
AVERAGE
(7 – 7,9)
PASS
(5,5 – 6,9)
FAIL
(0 – 5,4)
Course Assignments:
Class Specific Activities:
Seminars at offices of El Corte Ingles (Retail) (Madrid); Renfe (Railroad) (Madrid); the
Autostadt (Volkswagen Plant) (Berlin); Patek Philippe (Watchmaker) (Geneva); Fragonard
(Perfume) (Paris); Prada (Fashion) (Milan); Ducati (Motorcycles) (Bologna) and Estrella
Damm (Beer Brewery) (Barcelona).
Group Case Study Presentation:
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•
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The class will be divided up into groups of no more than three students per group.
All groups will have to present a case study that will be assigned on the first day of
class.
Students should organize their group presentation in three stages: introduction, body
and conclusion.
All groups must be familiar with the use of Power-Point since they will be required to
do their presentations using this format.
The presentation should last 15-20 min, with 5-10 min. for questions and discussion.
Guidance for Case Analysis (Written or Video Cases):
Planning & Strategic Thinking
o Read carefully 2 times the case.
o Underline the key facts.
o Write down basic ideas.
o Analyze the problem(s)
o Develop a rational of chain of events.
o Use the acquired knowledge to develop optional solutions.
o Come up with mental alternatives.
o Generate a primary recommendation with the right PR tools.
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Written Format & Outline
o Situation Analysis
o Problem Definition
o Critical Issues- (Sub-Problems)
o Alternative Solutions or Courses of Action.
o Analysis of Options
o Recommended Solution
o Appendices – If appropriate
Things to keep in mind when doing a group presentation
1. Think about the business context of the case
2. Discuss and evaluate the positive and negative aspects of the case study.
3. Concentrate on one negative aspect, or a set of them if they are aligned
4. Discuss and analyze leadership and organizational aspects
5. Discuss the global marketing strategy
6. Role of technology in the business
7. Explain how to improve and/or overcome business limitations
8. Present a summary of findings and bibliography used.
9. 15-20 Min PPT Presentation + 05-10 minutes for questions and discussions
10. Use computer generated aided visual aids
Group Marketing Plan/Research Project:
Following the same group structure used for the Group Case Presentation, the students will
have to explain the international strategy issues a multinational company faces when going
international by developing an International Marketing Plan. Choosing any existing
international or global company, and using the outline presented in class, the group will be in
charge of launching a new product line (consumer goods or services) in one or two countries
simultaneously. Minimum requirements: 4000 words - double space excluding references,
index, appendixes, and cover page -. Those sections must be included but do not count as
project pages. It is advisable to have some Power Point slides ready at the time of presenting
the project in class Diagrams, flow charts, or exhibits are required as they will make for a
better product.
Guidelines for Marketing Plans:
• In addition to content, marketing plans will be graded on writing quality.
It is important to be clear and persuasive. Use headings to organize your
thinking and help orient the reader. Spelling errors and poor grammar give
the impression of sloppy thinking, carelessness, and lack of regard for your
ideas and the assignment.
•
Although the marketing plan is a team effort, individual authorship of each
section of the paper should be clearly indicated.
•
All marketing plans must be formatted in 12 point times Roman font,
double spaced with 1 inch margins on all sides and printed in black ink.
•
All statements of fact must be fully documented in-text in APA format
with a list of references cited in APA format at the end of the paper.
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•
Each sentence of the marketing plan must include full in-text
documentation of all sources in APA format and a “References Cited”
page in APA format. A minimum of ten journal articles must be used as
sources for each marketing plan. The CIA World Fact Book and Wikipedia
may NOT be used as sources.
•
Pagination: all pages must be numbered (except for the cover page).
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Papers must be stapled in the upper left hand corner (no covers, bindings,
etc.).
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Any deviation from these requirements will result in a substantial
reduction in grade.
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ALL STATISTICAL DATA, TABLES, AND MAPS SHOULD BE
INCLUDED AS APPENDICES AND NOT BE PLACED WITHIN THE
TEXT OF THE PLAN.
•
A presentation of each marketing plan with PowerPoint slides.
Marketing Plan Outline:
• The following outline is not exhaustive of all that you can include in your
marketing plan.
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The goal is to write a plan that is realistic (since no company has unlimited
resources), rational, strategic, coherent, and integrated.
•
The situation analysis (SWOT) is important – it will guide you in
determining what the firm is capable of doing. Your marketing plan should
match this analysis.
Executive Summary (about 300 words)
2. Company & Product
a. The firm
b. The industry
c. Management
d. Product attributes
3. Country
a. Overview
b. Economy
c. Culture and Society
d. Political system
e. Legal and regulatory system
f. Key demographics
g. Political, economic, and regulatory risk factors
4. Goals
a. What to achieve and why (be specific, give some metrics)
b. Risks involved and likelihood of accomplishing goals
5. Overall Competitive Strategy (core of the plan)
a. Situation analysis (SWOT)
1.
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Local competitors
International competitors
Likely duration of first mover advantage if relevant
Basis for competing effectively in the long run (specify an overall
strategy)
f. Resources and capabilities of the firm
6. Market Entry – Alternative Courses of Action
a. Entry mode as the best alternative selected
b. Locations for operations (production, sourcing, distribution)
7. Segmentation/Targeting/Positioning (S/T/P should be consistent with and
driven by overall competitive strategy)
a. Segmentation options and final basis and analysis for segmentation
b. Target group(s) selected, size, sales potential
c. Positioning options and final analysis and basis for positioning
8. Marketing Mix and Extended Marketing Mix (4 P’s should be integrated
among themselves and be consistent with S/T/P)
a. Product (how adapted if at all, degree of
standardization/customization, why appropriate, what needs products
meet, what their advantages would be over local and global
competitors’ products/services, etc.)
b. Promotion (what media, other promotional efforts, budget and
allocations, objectives for ads and promotions, what kind of reach
expected, how promotion would be culturally appropriate or tailored,
degree of standardization, etc.)
c. Pricing (what pricing strategy used, how to deal with inflation or other
currency issues, use of differential pricing across markets, etc.)
d. Place or Distribution (what channels to be used, what channels
available, expected ease or difficulty of channel access, measures used
to overcome difficulties, distribution methods, etc.).
e. People (the employees, their training, attitude, structure, etc).
f. Processes (operations, manuals, systems, software in place, etc.).
g. Physical evidence (physical stores decoration, uniforms, smells, colors,
etc.)
h. Partnership/Productivity (productivity and partners relationship in the
supply chain management, effectiveness and efficiencies of key
suppliers, etc.).
9.Marketing Budget
10. Implementation and Control Plan
11.Expected Results
If the plan were successfully implemented, detail the performance
expectations, including two years of revenues, expense, market share,
and profit projections.
References Cited (final page of plan must be in APA format)
b.
c.
d.
e.
Readings:
All students are expected to do their own bibliographic search of texts and case readings in
line with the topics discussed in class. The instructor will make every effort to complement
the subject matter with references to the specific weekly lecture / topics.
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COURSE TOPIC
CHAPTER/GROUPS
Introduction & Course Overview
PART ONE – The Decision Whether to Internationalize
CHAPTER 1,2
Global Marketing in the Firm
Initiation to internationalization
Internationalization theories
Development of the firm’s international competitiveness
CHAPTERS
3, 4
PART TWO – Deciding which markets to enter
Global marketing research
CHAPTERS
5, 6, 7, 8, 9, 10
The political and economic environment
The socio-cultural environment
The international market selection process
PART THREE – Market Entry Strategies
Some approaches to the choice of entry model
CHAPTERS
11, 12, 13
Export models
Intermediate entry models
Hierarchical modes
International sourcing decision and the role of the subsuppliers
PART FOUR– Designing the global marketing program
Product decisions
CHAPTERS
14, 15, 16, 17
Pricing decisions and terms of doing business
Distribution decisions
Communication decisions
PART FIVE – Implementing and coordinating the global
marketing program
CHAPTERS
18, 19
Cross – cultural sales negotiations
Organization and control of the global marketing program
Group Marketing Plan Presentations
Chapters Review
Group Marketing Plan Presentations
Chapter Review
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FINAL EXAM
This syllabus is subject to change!
Course Policies:
Laptop policy:
Students could come to the classes with their laptops in order to work with online collaborative
tools. In a real work, you work with the technology, for that reason, the teacher consider this
point is important.
Attendance Policy:
The CIS faculty and administration believe that attendance is critical to understanding and
applying knowledge and skills taught. The policy is that students must attend all classes. If a
student has four absences the final grade will be lowered by half a grade, (for example, a B
will become a B-). After every two additional absences, the grade will be lowered by another
half a grade. (After six absences, the final grade will go from a B to a C+).
Punctuality:
Arriving more than ten minutes late to class will be considered an absence and students will
not be allowed in. Once the class has started, no student will be allowed into the class. No
exceptions are made.
Assigned submissions:
Every assignment has to be handed in on the specified date (see topical outline)! If students
do not hand in their assignments on time, they will endanger their grade.
Cellular phones:
All cellular phones must be switched off upon entering class. Any student who uses his/her
cellular phone during class will be asked to leave the class. No exceptions are made.
Food and drinks:
Students may only consume water during class but no other kind of drinks and no food may
be brought to class.
Breaks:
Officially permitted breaks are scheduled 10 minutes before and after each class. Students
may not leave the classroom during the scheduled class.
Plagiarism:
- To borrow exact words from any source without quotation marks and appropriate
attribution is plagiarism.
- Documentation of sources is necessary when using quotations and paraphrases.
- Plagiarism is avoided by carefully acknowledging the sources of one’s words and/or ideas.
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- Student work found to be plagiarized will be given a grade of F and may result in failure in
the course.
- Students are referred to the Endicott College Catalogue for a full statement of the college’s
policy regarding plagiarism and academic honesty.
Academy Honesty Policy:
Students are expected to know and follow CIS statements of academy honesty and integrity
which you signed off on in the CIS Academic Manual. The college views academy dishonesty
as one of the most serious offenses that a student can commit while in college and imposes
appropriate punitive sanctions on violators. While this is not an all-inclusive list, it will help
you to understand some of the things instructor look for: cheating, fabrication, plagiarism,
unauthorized collaboration, participation in academically dishonest activities and facilitating
academic dishonesty.
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