South Africa/Namibia Marketing Study Program Syllabus - BSB 335
Saturdays 10:00 to 2:00 - Jan. 25th, Feb. 8th, March 1, April 12th, and Presentation date TBA
School of Business – Camden, Rutgers University - Spring 2003
Professor Carol Kaufman-Scarborough, BSB 219
Office Hours: Tuesday and Thursday 3:00 - 4:30 and by appointment.

Course Announcements!

1. My office at school is Business and Science 219.  I am regularly in on my class days, which are Tuesday and Thursday for Spring 2003.  Please leave a message or call my home office if you need to reach me in an emergency.  If you need an appointment and cannot make these office hours, please see me to schedule another time.

2. Telephones:
Rutgers Office Phone:  856-225-6592 (ans. Machine)  Rutgers Fax:  856.225-6231
Home Office Phone:     856-429-1045 (ans. machine, fax, late calls ok)

3.   E-MAIL:
E-mail is the best way to reach me. You all have E-mail accounts available to you, and you will need to use your account for this class.  Some library databases will only be accessible via your Rutgers account. Persons with other types of accounts (e.g. AOL) will need to obtain passwords from the library in order to access the databases online. You will be sent class notes, questions, and schedules via E-mail throughout the semester.

4.  Prerequisites:  Principles of Marketing or Marketing Management

5. Overview, goals, and policies

Course Overview
The highlight of the course is a study trip over Spring Break to South Africa and Namibia, where students visit business and government institutions to learn more about conducting business within and across country boundaries in this region.

The course is divided into four major parts:
a. Laying the foundation for historical, cultural, sustainable growth, and ethical analysis
b. Discussion of marketing mix specifics demonstrating these decision rules
c. Discussion of promotional materials and in-store display support
d. Examine marketing strategies of firms who bring products to South African consumers

Course Outcomes and Skill-Building
1. Development of critical skills in market assessment and historical background of apartheid
2. Development of analytical skills in pre-research, design, field collection, and analysis of data
3. Development of analytical skills in identifying export/import opportunities

Grading Policies: Since this is a nontraditional course, we will only meet a few times during the semester. Much of the work will be done on your own, through various choices that you will make in the assignments below. You will be responsible to share your readings and experiential projects in our class discussions.
  Date   Requirement  Points
Every Meeting  Participation, Class discussions, Leadership  10 points
Feb . 8th  and March 1 - Individual written book discussion reports  Report on two selected questions from each book 5 points – Mathabane
5 points - Friedman
Due Sat. April 12th  Individual trip journals   15 points
Due throughout the course   Experiential Learning  15 points
TBA – final 3 hour presentation of class projects  Final Report (Group) 50 points

1. Participation, Class discussions, Leadership:  Much of our time will be spent in discussion. You will receive credit for email contact to all group members, online discussions, suggestions of web sites, movies and books. Your grade will depend on your discussion with class members, initiative in bringing in sources of information for class use, initiating emailed discussions, and so forth.

2. Individual book question reports:  I have prepared lists of discussion questions for both books. Choose two of the questions from each book, write a response to those questions, and lead discussion in class. Mathabane questions will be discussed in class on Feb. 8th and Lexus questions on March 1. Sign up for the questions at Jan. 25th class or submit your chosen questions by email if you’d like to begin early.
Kaffir Boy Discussion Questions
Friedman Discussion Questions

3. Individual trip journals: There are no specific requirements for the trip journal except a broad mandate that you take the time to observe and write down your impressions and experiences related to the trip and its activities. Use the trip as a way to recording details about your interactions with the people we meet. Feel free to include photos, brochures, other items you feel are representative.

4. Experiential Learning

a) Watch a movie about South Africa and write a one-page memo to me about it. (2 points per movie)
    The following movies are suggested:
Cry Beloved Country (either the Sidney Portier or James Earl Jones version)
Sarafina (life in the townships, with Whoopi Goldberg)
Cry Freedom (about Steve Biko, with Denzel Washington)

b) Read articles about the Marketing Mix, Ethics, and South Africa from reading list and write a
    one page summary to me about it. Make a handout of the summary for class. Discuss in class.
    (Two points for each full-length article).

c)  Develop a plan for photographing images in South Africa that represent SA culture and consumer
     behavior. Submit your plan to me before the trip so I can go over it with you. Take photos on the
     trip, develop them, and arrange and submit them in a photoessay that would be valuable to a firm in
     the U.S. who wants to understand some aspect of consumer behavior in SA. (10 points max)

d)  Investigate an informative web site on South Africa. Demonstrate in class and explain what a
      marketer could learn by using this site (2 points). NOTE:  Sign up with me for specific dates.

e)  Prepare a case report of a U.S. firm that markets their products in South Africa. Check out firm with
     me before beginning and obtain report format! (5 points)

f) What can South African culture (e.g. art, music, etc) tell the marketer about this country? Select
    relevant examples and sign up for a day to present in class (5-10 minutes). E.g. We will listen to
    music by Ladysmith Black Mambaso in class and discuss their outreach. (3 points)

5. Final Report (Group) :  Select a topic from these given below, or propose one of your own.

1) Selecting Products for Import to the United States: Establishing Consumer Interest and Need

2) A Critical Overview of Consumer Product Adaptation by U.S. Firms for the South African Market

3)  Advertising Problems, Regulations, and Ethical Issues in South Africa

4)  Retail Display for South African Products sold in the U.S.:
      Educating the Consumer and Placing the Goods in Context

5) Challenges facing U.S. Firms in Entering South Africa

6)  Others?

IMPORTANT NOTE:  This is a nontraditional course that involves a good deal of flexibility and logistics.

a. Please feel free to bring in topics of interest to you.  Make it your course!

b. The trip’s daily plans may be modified based on events taking place in South Africa. Be prepared to be flexible! International business must operate on local culture and local timetables.

c. Be prepared!   Go to the Global Road Warrior section of the MSU web site, select South Africa, and read about Business Customs.

Meeting Schedule and Plan

January 25th:  10:00 to 2:00 pm with lunch break

1. Goal:  Setting the stage, background
Joint meeting with Dr. Rakesh Sambharya’s class, South African history, videos

2. Readings:  Begin reading Mathabane, Read Reserve Articles: a. History and b. Current issues

3. Discussions
a. How does the cultural background enable us to understand SA today?
b. What does a marketer need to know in order to develop trade with SA?
c. How can we identify ethical and humane business practices in selecting exports?
d. Isle of Flowers Video

4. Logistics
a. Sign up for discussion leadership
b. Form groups and select project topics

February 8th:  10:00 to 2:00 pm with lunch break

1. Goal: Develop deep understanding of complex cultural background, relate to Marketing mix, target market, research methods

2. Readings:  Begin Lexus books, discuss question list; Read reserve articles, section c. Management Style and Business Issues

3. Discussions:
a. Discussion Leadership on Mathabane questions
b. Marketing Applications – what is marketing like in South Africa?

4. Logistics
a. Sign up for discussion leadership - Lexus
b. Time to work in groups

March 1st:  10:00 to 2:00 pm with lunch break

1. Goal: Logistics – 2 hours

2. Readings: Selected Marketing Mix articles

3. Discussions:
a. Discussion of Marketing meetings on trip
b. Discussion of Lexus questions

4. Logistics: Time to work in groups

March 12 to March 24, 2003 – Trip to South Africa

April 12th:  10:00 to 2:00 pm with lunch break

1. Goal: Post-trip discussions. What did you learn? What do you think that marketers need to know about South Africa in order to establish trade effectively and ethically?

2. Readings: Selected Marketing Mix articles

3. Discussions:
a. Discussion of your topic now that you have been to South Africa – revisions?
b. Preliminary outline of your topic due at end of class

4. Logistics
Time to work in groups

TBA:  Final Presentations

Required Readings

Mark Mathabane (1986). Kaffir Boy:  The True Story of a Black Youth's Coming of Age in Apartheid South Africa. Published by Touchstone, a division of Simon and Schuster.  ISBN:  0-684-84828-7.

Friedman, Thomas L. (2000), The Lexus and the Olive Tree:  Understanding Globalization.  New York:  Doubleday.

Daily:  South Africa: Business Day , linked through MSU Global Edge Site.

Readings: - we will have in-class and online discussions of these pieces.
These articles will be available on the library’s electronic reserve site. To access it, Go to the library web site, IRIS, click on “Reserve Desk”, and input my name “Scarborough, Carol” or “South Africa – Marketing”. You can print the articles out for yourself or simply read them online.  Here are the titles:

1. History, Post Apartheid South Africa
Klasen, Stephan (2002), “Social, Economic, and Environmental Limits for the Newly Enfranchised in South Africa?” Economic Development and Cultural Change, University of Chicago Press.

Luxner, Larry (2001), “Soweto Goes on the Tourist Map,” African Business, May, 34-35.

Mbeki, Thabo (1999), “Haunted by History:  Race and National Reconciliation in South Africa,” Harvard International Review, Summer, 95-96.

Rogerson, C. M. (2000), “Emerging from Apartheid’s Shadow:  South Africa’s Informal Economy,” Journal of International Affairs, Spring, 53, no. 2, 673-695.

Siddiqi, Moin (2002), “SA Economy Now Solid Gold,” African Business, October, 22-23.

2. Management Styles, Business Issues
Ghosh, Sudeshna (2001), “Ethnic Diversity and Managerial Effectivenss in South Africa,” Academy of Management Executive, Vol. 15, No. 3, 136-167.

Mangaliso, Mzamo T. (2001), “Building Competitive Advantage from ubuntu :  Management Lessons from South Africa,” Academy of Management Executive, Vol. 15, No. 3, 23-33.

How important are ethics and social responsibility? - A multinational study of marketing professionals; Anusorn Singhapakdi and Kiran Karande; European Journal of Marketing, Bradford; 2001; Vol. 35, Iss. 1/2; pg. 133

3. Current Issues
Campbell, Catherine and Zodwa Mzaidume (2001), “Grassroots Participation, Peer Education, and HIV Prevention”, American Journal of Public Health, Vol. 91, No. 12 (December).

Ford, Neil (2002), “Water:  Africa’s Lifeblood,” African Business, November, 38-41.

4. Marketing issues and applications
a. Advertising
Koenderman, Tony (2001), “A Remedy for Ad Racism?” Advertising Age, December 3, p. 16. - Will be handed out

Ewing, Michael T. et al (2001),  “Cinema advertising re-considered,” Journal of Advertising Research, New York; Jan/Feb 2001; Vol. 41, Iss. 1; pg. 78, 8 pgs

Case Example:  Land Rover advertisement.

b. Consumer Behavior:
Abratt, Russell and Deanna Cowan (1999), “Client Agency Perspectives of Information Needs for Media Planning,” Journal of Advertising Research,” Nov-Dec, 37 – 52.

Grier, Sonya A. and Rohit Deshpande (2001), “Social Dimensions Of Consumer Distinctiveness: The Influence Of Social Status On Group Identity And Advertising Persuasion,” Journal of Marketing Research, Chicago;  Vol. 38, Iss. 2 (May); 216 – 225.

Van Der Merwe, Rowena and Iraj Abedian (1999), “A Reduction in Consumer Expenditure on Cigarettes and Its Effects on Employment:  A Case Study of South Africa,” Contemporary Economic Policy, Vol. 17, No. 3, 412-422.

c. E-Commerce
“E-Commerce”  Fortunes Waiting to be Made. The Computerisation of Africa,” African Business, July/August 2002.

d. Marketing Research and Ethics:
Klein, Saul (1999), “Marketing Norms Measurement:  An International Validation and Comparison,” Journal of Business Ethics, 18, 65-72.

e. New Product Development:
Addison, Graeme (2001), “The Hidden Edge:  South Africa’s World Class Inventions,” African Business, July/August,  18-21.

Killo, Andrea (2002), “Out of Africa, into U.S. Market,” Home Textiles Today, October 28, 31.

Markovitz, Michael (2001), “Stimulating Indigenous Content Production:  the South African Experience,” Intermedia, November, Volume 29, NO. 5/6, 24-25.

Case Example:  “Pioneer Foods Follows New Recipe,” Country Monitor, May 26, 1999.

Personal Selling
Abratt, Russell and Neale Penman (2002), “Understanding Factors Affecting Salespeople’s Perceptions of Ethical Behavior in South Africa,” Journal of Business Ethics, 35, 269-280.

Useful Links for research on South Africa

Background information:
South African Embassy in DC:
South Africa Government:
South Africa Parties:
South Africa Organizations:
South Africa Media:
South African Government:
CIA World Factbook:
National Library of South Africa:
Consular Information Sheet:
Excellent maps from University of Texas:

Apartheid in Photoessay

Web Marketplaces:

Trade information :
Global edge from Michigan State:
U.S. Import Regulations:

Coordinated Export Groups:
Joint Export Initiatives: This site details a coordinated program to bring exports to the US.
International Marketing Council of South Africa:

Current happenings/Miscellaneous:
USMission to South Africa:
Rhodes university:
Economist Country Briefings on South Africa;