IBUS 5711A
International Marketing and Trade
Summer 2013 (May / June)
Class:
Instructor:
Office:
Email:
Office Hours:
Tuesday 6:05 pm – 8:55 pm, room 328 DT
Wade Rose, PhD
1007 DT
wade_rose@carleton.ca
Tuesday evenings after class i.e. at 9:00 pm
Course Description:
This course is designed to foster an understanding of the factors that influence buyer decisions in
differing international markets. Product adaptation, distribution networks, promotion practices,
cross-border pricing strategy and regulatory and other limitations will be discussed. The effects
of culture and how they impact marketing approach will provide a connecting theme.
Learning Objectives:
1.
To become familiar with the numerous issues and perspectives which impact the practice
of marketing in a global environment.
2.
To understand approaches which can be used to analyse a firm’s internal / external
environments and international target markets as part of the process of marketing strategy
formulation.
3.
Using case studies, hone analytical skills through the scrutiny of the internal / external
environments and target markets of various firms. Hone marketing strategy formulation
skills through the recommendations developed for these firms.
Course Restrictions: Students must be enrolled in the Sprott MBA program.
Course Prerequisites: n/a
Readings - Articles (Mandatory)
PDFs of the articles can be downloaded using the link in CULearn or from the Carleton Library
site.
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Khanna, Song & Lee. (2011). The Paradox of Samsung’s Rise. Harvard Business Review,
89(7/8), 142-147.
Monti & Yip. (2000). Taking the High Road When Going International. Business Horizons,
43(4), 65-72.
Reeves & Deimler. (2011). Adaptability: The New Competitive Advantage. Harvard
Business Review, 89(7/8), 134-141.
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Thomas & Wilkinson. (2005). It’s the Distribution, Stupid. Business Horizons, 48(2), 125134.
Thomke & Reinertsen. (2012). Six Myths of Product Development. Harvard Business
Review, 90(5), 84-94.
Wakayama, Shintaku & Amano. (2012). What Panasonic Learned in China. Harvard
Business Review, 90(12), 109-113.
Zimmerman. (2013). Contending with Chinese Counterfeits: Culture, Growth and
Management Responses. Business Horizons, 56(2), 141-148.
Readings – Articles / Chapters (Mandatory)
These items can be obtained directly from Harvard Business Publishing or from Study.Net
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Wong. (2011). Building a Marketing Plan: Chapter 8: Planning for Integrated Marketing
Communications. Harvard Publishing Product Number: BEP122-PDF-ENG
HBSP. (2005). Pricing it Right: Strategies, Applications and Pitfalls. Harvard Publishing
Product Number: 2629BC-PDF-ENG
Readings – Cases (Mandatory):
These items can be obtained directly from Ivey Publishing or Harvard Business Publishing as
applicable, or from Study.Net
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Coke and Pepsi: From Global to Indian Advertising. Harvard Publishing Product Number:
IMB387-PDF-ENG
Colfax Corporation: Designing a Middle East Oil and Gas Distribution System. Harvard
Publishing Product Number: KEL405-PDF-ENG
Genicon: A Surgical Strike in Emerging Markets. Ivey Product Number: 9B10M041
Louis Vuitton in Japan. Ivey Product Number: 9B10M067
Marks and Spencer Enters China. Ivey Product Number: 9B12A036
Virgin Mobile USA: Pricing. Harvard Publishing Product Number: 504028-PDF-ENG
5711A Grading Scheme:
Individual
Individual
Individual
Individual
Individual
Participation
Weekly Pre-reading / Case Write-ups
Case Presentation
Final Exam
Total
15%
5 x 5% = 25%
30%
30%
100%
Each component of your grade will be assigned a letter grade score. Your final course grade will
be a weighted average of each of these components. Please ensure that all submissions include
name and student number. Please submit Weekly Pre-reading / Case Write-ups in paper format.

Participation: I will evaluate your overall contribution to the class discussion (both
lecture and case discussions) from the perspective of both quantity and, more
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importantly, quality (see the note below about class discussions for additional guidance).
Your goal should be to make comments that facilitate the learning of your peers. As part
of an MBA program, your participation and personal “investment” in this course are
critical to both your learning and that of your peers. You must come to class fully
prepared to materially contribute to all the discussions.

Weekly Pre-reading / Case Write-ups: Each student will submit a write-up by the start of
each of lectures 2 through 6, for a total of five write-ups. These documents are to be a
maximum of four pages (doubled spaced, 12 pt font, 2.54 cm margins). Each write-up
should cover key points from the pre-readings for the applicable lecture and how they
relate to the case assigned for that week. Obviously you will not be able to cover all of
the information in the readings / case, so just focus on the points that seem most
important to you.

Case Presentation: Each student will present one of the cases scheduled for discussion in
the course. Your slides should follow the format detailed below, and your presentation
should answer a basic question, ‘What should the company do?’. Your presentation will
occur during the lecture designated for that case and should be 20-30 minutes in length.
Please provide your slides as an attachment to an email to the professor at least 24 hours
prior to the lecture. Your slides and presentation will be evaluated from the perspective
of a company executive listening to you presentation. The presentations will be
interactive in that we may stop at various points during the presentation to discuss
important issues. You can choose any of the cases that are listed for lectures 2 through 6.
Each student must choose a different case; as such, we will make the case selections
during the first lecture. If two or more students want the same case, we will select by lot.
Therefore, you may want to come to the first class with a couple of the cases in mind.

Final Exam: The final exam will be a three-hour written exam which will take place one
week after the final lecture (i.e. 6:05 pm, 18 June, 328 DT). It will cover all course
materials, except the details of the cases, and will be in a short and/or long answer
format.
Case Presentation Format
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Title Slide
Agenda
Background including Problem Statement
Analysis
Alternatives
Comparison of alternatives and rationale for your chosen alternative
High level strategy and action plans (what, who, when, how, resources required)
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A Note About Class Discussions:
Regular participation / contribution from all class members is essential for effective discussion.
Meaningful contribution requires that you teach your peers something useful that might
otherwise have gone unnoticed. Here are a few examples:
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starting off the discussion in a thought-provoking way
respectfully offering constructive criticism of another’s ideas
redirecting the discussion in a useful direction when it stagnates
summarizing effectively
emphasizing generalizable learning points
sharing calculations
pursuing the logic advanced by others, not letting it die prematurely
presenting rigorous, but not stubborn, defense of a well-articulated position.
Late Assignment Policy:
Written assignments are due at the beginning of class. As these documents are part of your class
preparation, they are only helpful before class discussions have taken place; therefore, late
assignments will not be accepted.
Policy on Mobile Devices:
The use of mobile communications devices such as cellular phones is NOT PERMITTED in this
class. It is disruptive to the instructor and class members. If you carry such a device to class,
please make sure it is turned off. If an emergency situation requires you to keep it turned on you
may place the device in silent mode. However, this must be discussed with the instructor prior to
class.
Drop Course Policy
Students can drop a course up until the END of the second week of classes. Students that drop a
class in the third week will receive a WDN but will automatically have the grade changed to
ABS. A grade of ABS is considered a failing grade. A required course will have to be taken
again. Students with medical reasons and supporting documentation may petition the School to
have the ABS grade changed back to WDN.
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IBUS 5711A Course Schedule:
Week
1
Date
Topics / Deliverables
7 May Global Markets
Pre-class Preparation
Articles: (1) Reeves & Deimler. (2011).
Adaptability: The New Competitive Advantage.
(2) Khanna, Song & Lee. (2011). The Paradox
of Samsung’s Rise.
Case: Marks and Spencer Enters China.
2
14
May
Market Entry Strategies
Submit: Pre-Reading/Case
Write-up.
Articles: (1) Monti & Yip. (2000). Taking the
High Road When Going International.
(2) Wakayama, Shintaku & Amano. (2012).
What Panasonic Learned in China.
Case: Genicon: A Surgical Strike in Emerging
Markets
3
21
May
The International Marketing
Mix: Products and Services
Submit: Pre-Reading/Case
Write-up.
Articles: (1) Thomke & Reinertsen. (2012). Six
Myths of Product Development.
(2) Zimmerman. (2013). Contending with
Chinese Counterfeits: Culture, Growth and
Management Responses.
Case: Louis Vuitton in Japan.
4
5
28
May
4 June
The International Marketing
Mix: Distribution
Article: Thomas & Wilkinson. (2005). It’s the
Distribution, Stupid.
Submit: Pre-Reading/Case
Write-up.
Case: Colfax Corporation: Designing a Middle
East Oil and Gas Distribution System.
The International Marketing
Mix: Pricing
Article: HBSP. (2005). Pricing it Right:
Strategies, Applications and Pitfalls.
Submit: Pre-Reading/Case
Write-up.
Case: Virgin Mobile USA: Pricing.
5
6
11
June
The International Marketing
Mix: Communications
Submit: Pre-Reading/Case
Write-up.
18
June
Article: Wong. (2011). Building a Marketing
Plan: Chapter 8: Planning for Integrated
Marketing Communications.
Case: Coke and Pepsi: From Global to Indian
Advertising.
Final Exam - 1805 hrs – DT
328
IMPORTANT ADDITIONAL INFORMATION
Required calculator in BUSI course examinations
If you are purchasing a calculator, we recommend any one of the following options: Texas Instruments
BA II Plus (including Pro Model), Hewlett Packard HP 12C (including Platinum model), Staples
Financial Calculator, Sharp EL-738C & Hewlett Packard HP 10bII
Group work
The Sprott School of Business encourages group assignments in the school for several reasons. They
provide you with opportunities to develop and enhance interpersonal, communication, leadership,
follower-ship and other group skills. Group assignments are also good for learning integrative skills for
putting together a complex task. Your professor may assign one or more group tasks/assignments/projects
in this course. Before embarking on a specific problem as a group, it is your responsibility to ensure that
the problem is meant to be a group assignment and not an individual one.
Medical certificate
Please note that in all occasions that call for a medical certificate you must use or furnish the information
demanded in the standard university form. http://www2.carleton.ca/registrar/forms/
Academic Accommodations for Students with Disabilities
The Paul Menton Centre for Students with Disabilities (PMC) provides services to students with Learning
Disabilities (LD), psychiatric/mental health disabilities, Attention Deficit Hyperactivity Disorder
(ADHD), Autism Spectrum Disorders (ASD), chronic medical conditions, and impairments in mobility,
hearing, and vision. If you have a disability requiring academic accommodations in this course, please
contact PMC at 613-520-6608 or pmc@carleton.ca for a formal evaluation. If you are already registered
with the PMC, contact your PMC coordinator to send me your Letter of Accommodation at the beginning
of the term, and no later than two weeks before the first in-class scheduled test or exam requiring
accommodation (if applicable). After requesting accommodation from PMC, meet with me to ensure
accommodation arrangements are made. Please consult the PMC website for the deadline to request
accommodations for the formally-scheduled exam (if applicable).
Religious observance
Students requesting academic accommodation on the basis of religious observance should make a formal,
written request to their instructors for alternate dates and/or means of satisfying academic requirements.
Such requests should be made during the first two weeks of class, or as soon as possible after the need for
accommodation is known to exist, but no later than two weeks before the compulsory academic event.
Accommodation is to be worked out directly and on an individual basis between the student and the
instructor(s) involved. Instructors will make accommodations in a way that avoids academic disadvantage
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to the student. Students or instructors who have questions or want to confirm accommodation eligibility
of a religious event or practice may refer to the Equity Services website for a list of holy days and
Carleton's Academic Accommodation policies, or may contact an Equity Services Advisor in the Equity
Services Department for assistance.
Pregnancy
Pregnant students requiring academic accommodations are encouraged to contact an Equity Advisor in
Equity Services to complete a letter of accommodation. The student must then make an appointment to
discuss her needs with the instructor at least two weeks prior to the first academic event in which it is
anticipated the accommodation will be required.
Plagiarism
The University Senate defines plagiarism in the regulations on instructional offenses as: "to use and pass
off as one's own idea or product work of another without expressly giving credit to another."
Borrowing someone else's answers, unauthorized possession of tests or answers to tests, or possession of
material designed in answering exam questions, are also subject to university policy regarding
instructional offences. For more information on Carleton University's Academic Integrity Policy, consult:
http://www1.carleton.ca/studentaffairs/academic-integrity/
Summer Term 2013
May 6
Early summer and full summer classes begin.
May 13
Last day for registration and course changes for early summer courses.
May 17
Last day for registration and course changes for full summer courses.
May 20
Statutory holiday. University closed.
May 31
Last day to withdraw from early summer courses with full fee adjustment.
June 7
Last day to withdraw from full summer courses with a full fee adjustment
Last day to submit to the Paul Menton Centre for Students with Disabilities, formal Examination
Accommodation Forms for June examinations.
June 14
MBA early summer classes end
June 17-21
MBA early summer exams and final deliverables
June 24-28
MBA class break
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June 30
Final deadline for summer term fee payment.
July 1
Statutory holiday. University closed.
July 2
Late summer classes begin. Full summer classes resume.
July 9
Last day for registration and course changes for late summer courses.
July 19
Last day for withdrawal from late summer courses with full fee adjustment.
July 26
Last day to submit to the Paul Menton Centre for Students with Disabilities, Formal Examination
Accommodation Forms for August examinations.
August 5
Statutory Holiday. University closed.
August 14
Last day of late summer and full summer classes.
Last day for academic withdrawal from late summer and full summer courses and any other courses that
end this term.
Last day for handing in term assignments, subject to any earlier course deadline.
August 16
Summer Co-op Work Term Reports are due.
August 17-22
Summer examinations may be held. Examinations are normally held in the day and evening during the
Monday to Saturday period. In exceptional circumstances, it may be necessary to schedule an
examination on a Sunday.
September 27-28
Summer term deferred final examinations will be held. Examinations are normally held in the day and
evening.
September 30
Last day for receipt of applications for review of final grades for summer term courses.
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