Global Marketing Strategy Syllabus Fall 2001

Global Marketing Strategy   53:630:515 - 3 credits –Fall 2001
 Dr. Carol Kaufman-Scarborough -  Business and Science 219
 Tuesdays and Thursdays, 4:30 to 5:50 pm, BSB 336
 Office Hours: Tuesday and Thursday 3:00 - 4:30 and by appointment

Prerequisites: Marketing Management 630:508  (No Exceptions!)

This course attempts to prepare you for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. We will be taking a strategic approach reflecting the growing importance of global corporations.  Global Marketing is a dynamic area with critical events happening continuously around the world.   Our key areas are as follows:
 

*    A conceptual overview of global marketing.  What are the main concepts and buzzwords? *    How to find reliable sources of international trade law *    Targeting and segmenting global markets. *    Global product development *    Global Advertising *    Pricing in Global Markets *    Retailing and E-Commerce  *    Case studies of major firms that illustrate and build skills in these topics

The objective of the course is to develop your knowledge and understanding of the global marketing environment and of concepts, and tools and theory that will prepare you to take responsibility for successful global decisions in your organization.  The perspective of the course is managerial;  i.e. the ability to identify opportunities, resolve problems, and implement solutions and programs. Each night's class meeting will introduce you to several concepts used in Global Marketing, relating these to managerial decisions throughout the world.

It is recognized that many of you are busy professionals with career and possibly family obligations.  If you must miss part of a class, it is preferable that you attend a partial session if possible.   Please inform me of any expected absences.  Many of your companies are likely to be involved in some area of Global Marketing, or you may be interested in pursuing a career in international trade at some point in your career.  Please feel free to raise company issues and individual interests in class.

Text:  Global Marketing Management, Second Edition, by Masaaki Kotabe, Temple University, and
Kristiaan Helsen, Hong Kong University of Science and Technology.    This text has been chosen for its comprehensive information, presented in a readable, accurate fashion. The authors have built an informative Web site that we will use often in class.

READ!  You are expected to stay up to date on current global marketing topics.  An excellent site is found at:
http://www.cnn.com/WORLD/

You should also read the Wall Street Journal’s International sections on a daily basis. You can access them via the library’s web site at:  http://www.libraries.rutgers.edu/rul/indexes/biz/biz.shtml.  Click on “Dow Jones Interactive”, followed by clicking on “Business Newsstand”.   Clicking on “Browse this paper” will take you to pull-down menus allowing you to retrieve daily international news.  Access is easiest through direct Rutgers dialup.  If your company’s web site cannot be used with this system, use your Rutgers student account to access this service.

Communications

1. My office at school is Business and Science 219.  I am generally in on class days.  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. Email is the fastest way to reach me.

2. Telephones:  Rutgers Office Phone: 856.225.6592
                        Rutgers Fax:  225.6231
                        Home Office Phone/Fax:   856.429.1045   (ans. machine, late calls ok)
                        Cell phone/Voice mail:      856.577.8767

E-mail:  ckaufman@camden.rutgers.edu
E-mail is the best way to reach me. You all have email accounts available to you, and you will need to use your account for this class.  You will be sent class notes, questions, and schedules via email periodically throughout the semester.

Teaching Methodology

In short, our job this semester is to equip you with several tools in Global Marketing and provide you the opportunity to exercise these skills in class discussions, class exercises, and case analysis. These skills include: the use of several specific Web sites providing a wealth of  international information, the adaptation of traditional marketing research techniques to international settings, the detection of subtle differences in cultural behaviors, the diagnosis of appropriate business behaviors in other cultures, the use of the nuts and bolts of export documentation, and the technical understanding of trade barriers.

Grading Policies: The contribution of each assignment to the final grade is:
 

	Contribution	When?
Participation	10%	Every night
Midterm Examination	20%	October 11
Global Products Roundtable	20%	October 16, 18
Case Presentation and Discussion Leadership	25%	One week following your assigned night as discussion leader
Final Exam	25%	NOTE:  2-5 pm Friday, December 14th
Total	100%

Class Participation
Class participation is encouraged and sought.  You are most likely participating in businesses that have some strategic connections to the global markets; some of you are resident experts on some specific global area.  Perhaps you have some background experience, whether culturally, legally, managerially, etc.  This is your class and you should make it as interesting as possible.

Case discussions are a particularly important component of your grade. You are expected to read the case in advance and prepare comments, linking the case discussion to concepts and frameworks presented in class.

In terms of grading, it is assumed that everyone starts out in the middle. Negative participation (disruption, sleeping, reading, etc) detracts from everyone's time; points will be deducted, rather than added for these types of behaviors.  Thus the range of class participation grades is from -10 through +10.  This can substantially affect your grade.

 Classroom Policies/Expectations
Academic Dishonesty Policy:  Cheating in any form will result in a grade of "F" being submitted in this course.  Cheating is just that:  it cheats YOU of learning and understanding the material covered in class.

Testing:  You are expected to be in class at the scheduled exam times.  The instructor MUST be notified IN ADVANCE if you are unable to take an exam on time.  Make-up tests are given only in the case of an extreme emergency or serious illness.  Substantiation will be required.

Incompletes and Problems:  If you find that you are having trouble completing course work or need further explanation of class topics, please schedule an appointment with the instructor.  If you need this class for graduation, you should be sure that your performance is up to standard throughout the course.  It is TOO LATE to wait until the last week of classes to ask for help.  Office hours are held throughout the ENTIRE semester for this purpose. "Incompletes" will only be given through prior consultation with the instructor, under extreme circumstances.

Class attendance is expected; scheduling make ups and/or copying class notes ARE YOUR RESPONSIBILITY.  Films and in-class handouts are part of the course material, and are considered eligible for inclusion on class exams.  On occasion, class attendance will be taken during the course of the class - such information will be used in the grading process.
 
 

Week	Topics - Tuesdays	Topics - Thursdays
1, Sept 4, 6	Introduction, C. 1&2, Protectionism, Global organizations, Multinational markets	Financial environment, C. 3 Asian financial crisis, monetary changes, euro
2, Sept 11, 13	C. 4, Culture is a major influence on marketing variables, ABCD paradigm McDonald’s Global web site	Culture and the marketing mix.  Begin DowBrands Ziploc case for discussion Do consumer usage and appliance ownership differ?
3, Sept. 18, 20	C. 5, How can political systems and legal requirements affect the marketing mix? C. 9, Identifying market entry preferences (p. 309)	Using and interpreting sources of international trade law on the Internet.
4, Sept 25, 27	C. 6, Global Marketing Research: secondary and primary data, what kind of information is needed? What is reliable information?  Where can I get it? Kinds of marketing research techniques to use?	C. 7 Market segmentation Continue discussion of Dow Ziploc case
5, Oct. 2, 4	C. 8, Industry Globalization Drivers (p. 254) Regionalization and emerging markets, SWOT	C. 11 and 12, Global product development Read Fruit Magix example
6, Oct. 9, 11	C. 11 and 12 (continued) Global Branding.  Campbell Soup example – see web site. Discuss Global Product Roundtable	Midterm
7, Oct. 16, 18	Global Product Roundtable – Session I Presenting your examples	Global Product Roundtable – Session II Presenting your examples
8, Oct. 23, 25	C. 13, Global Pricing issues Price escalation, price transparency, pricing with weak and strong currencies	C. 14, Communications Begin Case:  Tilting Windmills - Sanex
9, Oct 30, Nov 1	C 14 (continued)  Advertising, promotion adaptation, pattern advertising Ad Age Global web site	C, 15 Personal selling- How does culture affect the ways that people think about personal selling? About women in business?  Expatriates? What are the roles of salespeople in Country X?  How do they sell? Finish Case:  Tilting Windmills - Sanex
10, Nov. 6, 8	Discussion First Case Session:  Starbucks	Second Case:  Anheuser Busch International Third Case:  Pepsi One
11, Nov. 13, 15	C16, Retailing and Distribution How do people buy in Country X?	C. 19 E-commerce in Global Markets
12, Nov. 20	Retailing and E-commerce, continued	No Class, Happy Thanksgiving
13, Nov. 27, 29	Discussion Fourth Case: Wal Mart Operations in Brazil	Fifth Case:  AOL Goes Far East Sixth Case:  Gap Inc.
14, Dec. 4, 6	C. 17, Export and Import Management Developing an exporting strategy:  using tariff and non-tariff barriers. How is an export market chosen?	Exporting and Importing (continued) What skills do we have in the chosen markets? Wading through the exporting documents and understanding idiosyncracies
15, Dec 11, 14	Dec. 11 – Last class Review and preparation for final	Final Period,  Friday, Dec. 14, 2-5 pm Final Examination

1.   Read current issues from the controversial WTO: http://www.wto.org/
2.   The International Trade Commission: http://www.usitc.gov/
3.   The United Nations:   http://www.un.org/
4.   The UN’s school site: http://www.un.org/Pubs/CyberSchoolBus/index.html
5. Keep up to date on changes in tariffs and nontariff barriers.  Here’s one of the best sites to use from the Trade Information Center at the U.S. Dept of Commerce.  Tariff and Country Information sections are informative:  http://www.ita.doc.gov/td/tic/
6.   World Factbook online, found at:   http://www.odci.gov/cia/publications/factbook/index.html
7.   Current and historical maps provided by U of Texas: http://www.lib.utexas.edu/maps/index.html
8.   Atlapedia presents both maps and statistics: http://www.atlapedia.com/
9.   Cultural studies:  http://globaledge.msu.edu/ibrd/busresmain.asp?ResourceCategoryID=17
10. Translations can be deceiving: http://babelfish.altavista.com/translate.dyn
11. Business languages can be specific:  http://www.businessspanish.com/
12. A country example:  Japan: http://www.jetro.go.jp/
13. This site will take you to government, laws, and media from the country’s point of view. Found at: http://www.politicalresources.net/
14. Business guidance section of FTC: http://www.ftc.gov/ftc/business.htm
See the section on the definition and use of “Made in the USA”
15. http://www.bxa.doc.gov/ - Bureau of Export Administration
16. Where to find regulations and technical information: http://www.mac.doc.gov/
17. The European Union, found at: http://www.europa.eu.int/
18. NAFTA, the North American Free Trade Area, at: http://www.mac.doc.gov/nafta/menu1.htm
19. CEFTA, the Central European Free Trade Area, at: http://www.cefta.org
20. MERCOSUR, Southern Cone Free Trade Area: http://www.mercosur.com/
21. Let’s consider a familiar company, Campbell Soup, and learn about its various global products
       See the “Campbell Around the World” section found at:
      http://www.campbellsoup.com/center/around_the_world/default.cfm
22. Examine McDonald’s Web site to learn how they have adapted their retail stores.  Sites are listed by
       country.  Found at:  http://www.mcdonalds.com/
23. Global E-commerce - Go to shop in your local language: http://www.landsend.com/cd/frontdoor/
24. Go to “Choose a country”:  http://www.gateway.com/index.shtml
25. Advertising Age’s Global web site: http://www.adageglobal.com/
26. Exporting information on The Tradeport Web site: http://www.tradeport.org/ts/
27. A Basic Guide to Exporting at: http://www.tradeport.org/ts/trade_expert/infobase/basic/index.html
28. Finding An Overseas Representative:http://www.tradeport.org/ts/trade_expert/strategy/rep/eval.html
 

Relevance and Skill-Building:  A difficult and much-needed skill in Global Marketing is the ability to discover and to think about consumers' and organizations' needs in different cultures, to interpret those needs into products, and to market those products in ways which are meaningful to their target markets.  This investigation asks you to put yourself in the place of the foreign consumer, encountering your product for the first time.

Go to a shopping area that specializes in the native tastes of some ethnic group OTHER THAN YOUR OWN that you are interested in studying.  Local areas include Chinatown in Philadelphia and other ethnic neighborhoods. There are shops throughout South Jersey which also specialize in certain ethnic products, such as Indian, Polish, Korean, etc. Class members who are not from the United States may instead report on an unfamiliar U.S. product encountered in the local market.

1. Find/buy a product which you cannot identify; write down your first impressions of what you think the product is made of and what it is used for. (Bring it to class for discussion.).

2. What cues are there on the product?  If it is packaged, what information can you find?  If it is not packaged, did the store signs give you any information?  What information would you want as a consumer?

3. Describe what section of the store your product is placed in, i.e.: describe what products were near it.  (If you can not recognize these products, describe what they look like).

4. Attempt to interview store management or one of the retail clerks to find out what the product really is (you may not always be successful in this attempt!) If you fail to find out, please select another product whose identity can be explained to you.

5. After finding out what the product is, consider whether or not the product would be marketable in the United States (OR IN YOUR HOME COUNTRY).  Place yourself in the role of the product manager who is searching for products to import to the United States (TO YOUR HOME COUNTRY). Be prepared to describe why or why not you would want to proceed with this product:
a. Give the pros and cons
b. Tell if the product would be standardized, adapted, or completely changed
c.  Discuss the types of data that you would want in order to make your presentation
     to management.  Remember, your decision is simply a preliminary call whether to
      proceed with a market investigation!!

6. Be sure to include all this information in your report. Be prepared to speak about 5 minutes on what you found.

7. Please hand in the product to me with your paper.  I will return them to you, unless you want to donate them to future classes.  Please indicate your choice on your paper.

          In order to stimulate discussion and gain experience with global concepts, six in-class cases will be discussed on assigned nights. Each class participant will be assigned to a Discussion Team for one of the assigned cases. NOTE:  This is not a traditional case presentation. Instead, it is a teaching case, in which you are required to use appropriate course tools and Web sites in teaching the class HOW to solve the case.  Simply presenting your analysis is not enough.

1.  As  Discussion Team members,  you are responsible for the following:

a. Reading the case thoroughly, and preparing a 5-minute summary of the case, to be presented to the class with overheads.  Be clear and direct;  do not just repeat the case.

b.  Leading the discussion, developing a set of discussion questions that involves the class. That is, your grade depends on how well you stimulate the class to work through the solution.  Be creative!  Use questions,  matrices, Websites, role-plays, etc.  in covering the following areas.  Remember, there are certain key points that each case is designed to teach and to illustrate.  You need to figure out what each case is attempting to teach and which skills are to be learned.

1.) Central Problem:  Define clearly and concisely the basic problem in the situation.
2.) Analysis of Situation: Use the information and facts provided in the case to analyze the situation: the
      market, demand (buyer) competition, company strengths and weaknesses.
3.)  Secondary Data: Identify, justify, and use five sources of information that you feel are the most
       useful and appropriate. Show the class how you did it.  Involve them in learning how these work!
      Be sure that the class knows how to find them.
4.)  Identify Alternative Strategies: Based on the analysis in 2, identify possible alternative strategies
     to cope with the problem defined in 1. Involve the class in evaluating the pros and cons.
5.) Course of Action: Get the class involved in a discussion of recommended courses of action.
Recommend a course of action comprising recommendations concerning marketing goals, strategies, organizational changes, budgets, further research if needed, etc. which you would consider most appropriate to solve the problem identified, taking into consideration the analysis you have presented. Include some specifics regarding how the recommendations may be implemented.

c.  You are responsible for bringing the class to closure on the case.  I will take the perspective of the Board, who will evaluate your analysis.

2. Each group must prepare a one-page outline of your presentation to be distributed to the class at the time of the presentation. In addition, prepare 10-15 page (approximately) overview of the case, covering the points listed above and citing the references that you used. This is due one week following your presentation. Use executive summary style.  Additionally, include a section describing how your Discussion Team planned to create class discussion and what the key global concepts were that you wanted to teach.  Did you accomplish your goals?  This should be handed in the week following your role as discussion leaders, so that you can incorporate the comments of the class and the overall discussion success/failure.

You have 40 minutes to complete the Discussion. If you go overtime, you will have to stop. It is your responsibility to keep discussion on track.

Name _______________________________________   Global Marketing Strategy Fall 2001 – DUE SEPT. 11th

1. You will be assigned to work with a Discussion Team for your case presentation. Each group may have a maximum of  5-6 persons.  Suggested group members:
 
 

2.  Please circle your personal preference for the Product Roundtable

 Tuesday, October 16th                  Thursday, October 18th
 

3. Please indicate your top three preferences for your case, where 1 is best, 2 is second best, and 3 is third best.
_____   November 6th:  Starbucks (in text)
_____   November 8th:  Anheuser Busch International (in text)
_____   November 8th:  Pepsi One (on web site)
_____   November 27th: Wal Mart Operations in Brazil (on web site)
_____   November 29th: AOL Goes Far East (in text)
_____   November 29th: Gap Inc. (on web site)
 
 

4.  Best way to reach you:
     Tel:      _________________________________
     Email: _________________________________
     Email:  _________________________________
     Fax:     _________________________________

5.  Other Marketing Courses taken in the past?
 

6.  Other Marketing Courses being taken this semester?
 

7.  Country of origin?  Global experience?
 

8.  What are your goals for this course?  Is there any skill in particular that you would like to acquire?
 

9.  What would you like to learn in this class? Any specific topics of interest?
 

10. Employment?__________________________________________________

11. Is your company involved in global  business?    _________________________
 

12.  Any expected absences?? ________________________________________________