Download 1 MKT 3901 Section 2 Special Topics in Marketing

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