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MKT 3901 Section 2 Special Topics in Marketing: International Marketing to Emerging Markets Summer 2012 Bergamo, Italy Instructor: Dr. Shaoming Zou Classroom: TBD E-mail: [email protected] Class Time: 9:00am-12:00pm Tu., Wed. & 8:30am-11:30am Fri. COURSE OBJECTIVES: The shift of economic power from the West to the East has been accelerated by the global financial and economic crises of 2008 and the ongoing financial problems faced by the PIGS. This shift has increased the stake for international marketers to succeed in the emerging markets. MKT 3901 is focused on introduction of the international marketing environments in the emerging markets and international marketing strategy that is required to be successful in the emerging markets. The main emphasis of the course is on international marketing opportunities and challenges in some of the most important emerging markets such as the BRICs (Brazil, Russia, India, and China). First, the course presents an overview of the international marketing opportunities in the emerging markets. Second, the course will examine the complex and challenging environments in emerging markets. Third, the course discusses firm’s international market entry strategy and marketing to the BRICs. Finally, the course will examine how multinational companies can integrate their operations in the emerging markets into their global marketing strategy and operations. READINGS & TEXTBOOK: Required Readings: Articles published in past few years from Harvard Business Review, The Economist, Foreign Affairs, New York Times, and other sources. (will be posted on the course Blackboard site). Recommended Textbook: Doing Business with Emerging Markets, 2002, by Cavusgil, Ghauri, and Agarwal, Sage Publications. COURSE FORMAT: The course will integrate lectures, readings, discussions, assignments, and videos to achieve course objectives. Active involvement of students in class discussion is encouraged. The students are expected to have read the assigned articles before coming to the class. 1 ASSIGNMENTS There are two group assignments in this course. Students are expected to form into groups of six, mixing MU students with BU students, to complete these assignments. Assignment 1: Each group is expected to visit a popular shopping center or department store in Bergamo to check out the products sold in the center/store and to prepare a two-page report about the following: Approximately what percentage of the products is made in emerging markets? Which are the top-five countries (other than Italy) that made the products sold in the center/store? What categories of the products sold in the center/store are most likely made in emerging markets? What categories of the products sold in the center/store are most likely made in Italy or other developed countries? What are the major differences between the U.S. and Italy in terms of store layout, pricing, store hours, and customer service? Assignment 2: Each group is expected to visit an Italian family in the first two weeks of the class (before June 30, 2011) and observe and/or ask questions about the Italian family’s way of life and prepare a two-page report about the following: What are the major differences between a typical Italian home and a typical American home? Who is the “bread earner” of the family, husband or wife? What are the respective roles of the husband and wife in the family? What are the most important issues to the Italian family? (what do they value the most?) What are the major differences between Italian family’s value and a typical American family’s value? What are the major implications of what you observed/learned about the Italian family for managing a business operation in Italy (such as a subsidiary or a joint venture)? EXAMS AND GRADING: There will be two exams in the course. The midterm exam will be given during the regular class meeting (2 hours), while the final exam will be given in class on Thursday morning, June 9th, 2011. The exams will consist of a set of short-answer questions. Make-up exams will not be permitted in general. Exams will not be returned to the students. Grades will be determined as follows: 2 RELATIVE WEIGHTS Midterm Exam Final Exam Assignments Class Participation PERCENT 30% 30% 20% 20% 80-100% < 80% GRADE S (Satisfactory) U (Unsatisfactory) COURSE POLICIES: * Academic honesty is fundamental to the activities and principles of a university. Any effort to gain an advantage not given to all students is dishonest whether or not the effort is successful. The academic community regards academic dishonesty as an extremely serious matter, with serious consequences that range from probation to expulsion. When in doubt about plagiarism, paraphrasing, quoting, or collaboration, consult the course instructor. * Please do not use cell phone, surf the web, or send/read email while class is in session. * Please do not talk during the class session, except when participating in class discussion. A student who keeps on talking may be asked to leave the class. Students who are talking during an exam may receive a failing grade for the exam. * TCOB Class Attendance Policy 100% attendance. o Students are required to attend all class sessions! The only valid reason for missing a class is when a student will have a medical document from the doctor or clinic, or something that shows a delay in returning from the weekend. Attendance will be taken at the beginning of the class and during the class at a random time. Each unexcused absence will result in a 10% reduction in the student's grade. After two misses, a student would have to score perfectly to pass the course. The following are NOT excuses for missing a class: o Catching a flight (significant cost savings, etc…) or a train for their weekend visit. o Over-indulged the night before and slept through the class or missed the first half of the class. o The class tardiness or being late will NOT BE pro-rated. This does not apply to somebody who is in the bathroom or on campus, but just a few minutes late. 3 o A student can ask to leave a class 30-45 minutes early on a day before a weekend, but it will be a 10% reduction as an absence. Tentative Schedule Date Day Time Week #1 May 17 Tue. 9:00am-12:00pm Topic Course Introduction, The Importance of the Emerging Markets The Challenges of Cultural, Political/legal Differences in International Marketing China’s Ascendance and Its Relations with the World, Trade, Currencies, and Securities May 18 Wed. 9:00am-12:00pm May 20 Fri. 8:30am-11:30am Tue. 9:00am-12:00pm Wed. Fri. 9:00am-12:00pm 8:30am-11:30am Mon. Tue. Wed. 9:00am-12:00pm 9:00am-12:00pm 8:30am-11:30am India’s Economic Reform and Opening International Marketing to India International Marketing to Russia, McDonald’s in Moscow Tue. 9:00am-12:00pm June 8 Wed. 9:00am-12:00pm June 9 Thr. 9:00am-12:00pm MNCs’ Global Marketing Strategy, the Whirlpool Corporation Competing in Emerging Markets and Future of MNCs. Final Exam Week #2 May 24 May 25 May 26 Week #3 May 30 May 31 June 1 Week #4 June 7 International Marketing to China, Google in China Midterm Exam Brazil’s Take-off, Doing Business with Brazil About the Instructor: Shaoming Zou (Ph.D., Michigan State University) is Robert J. Trulaske, Sr. Professor of Marketing at University of Missouri. His research is focused on international marketing strategy and firms’ performance. He has published in Journal of Marketing, Journal of International Business Studies, Decision Sciences, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of International Marketing, International Marketing Review, among others. His work is among the most cited in international marketing and has won several major research awards, including the AMA Global Marketing SIG’s inaugural “Excellence in Global Marketing Research Award” for 10-year research impact. Dr. Zou is a Consulting Editor of Journal of International Business Studies (JIBS), the top academic journal in international business, and previously served as an Department Editor of JIBS between 2006 and 2008. He is also the Series editor of Advances in International Marketing. He is a current member of the editorial review boards of Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Public Policy & Marketing, and Journal of International Management. 4