INTERNATIONAL MARKETING
BUS335B – Fall 2013
Nila M. Wiese, Ph.D.
Professor/BLP Director
Office: McIntyre 111H
Phone: 253-879-3390
e-mail: nwiese@pugetsound.edu
Office Hours: Wed 10:00-12:00
BUS335A
Fall 2013
T/T 12:20-13:50
MC303
If these times don’t work for you, I am always
available by appointment.
COURSE THEMES
As the global economy becomes more complex and dynamic, businesses of all sizes demand
global managers who understand how organizations can compete effectively in a variety of
market environments. As companies increasingly explore opportunities in foreign markets, it
will be more important to understand the similarities, differences, and peculiarities of operating
in global versus domestic markets. The course has two overarching goals: First, the course
provides students an opportunity to develop a more in-depth understanding of how the cultural,
legal, political and economic factors affect international marketing of products and services.
The emphasis is on how macro-environmental factors influence marketing management
decisions. Second, the course examines the dynamics of global markets and provides a strategy
framework that guides international marketing strategy formulation at the stages of entry, local
market development, and global market integration.
COURSE OBJECTIVES
After successful completion of this course, students will:
1. Be able to demonstrate an understanding of key marketing concepts such as segmentation,
targeting, positioning, branding, and market analysis, and apply them to global markets.
2. Be able to critically assess and evaluate opportunities and challenges presented by the
global marketplace.
3. Have a solid understanding of marketing strategy formulation in the global context, and be
able to apply concepts related to international market selection, global market entry, and
growth and expansion strategies.
4. Be able to demonstrate proficiency in analyzing markets using secondary sources of
information.
5. Develop oral, written, and cross-cultural communication skills appropriate for effective
global marketing management.
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Fall 2013
LEARNING ENVIRONMENT
This course is based on an interactive teaching approach and it is designed with your learning
needs in mind. Therefore, students’ thorough and diligent preparation and participation inside
and outside the classroom are critical. My role is to guide and support your learning; your role
is to prepare class material to fully engage in and contribute to your learning and that of your
classmates. As such, impeccable attendance, extensive individual preparation of readings and
cases, and a willingness to contribute your knowledge and perspectives are expected. I
encourage you to make full use of office hours. You can use office hours as a time to: clarify
ideas; get additional readings or materials; go over work in progress; or, discuss careers in the
field. You do not have to be having a problem to use office hours, and it is best not to wait until
you are having serious difficulties. I look forward to working together this semester to make
this course a productive, fun, and lasting learning experience for us all.
I. CLASS FORMAT
The course offers a variety of teaching tools that may suit different individual learning styles,
including lectures, case analyses, videos, research projects, and individual and team
presentations. Assigned readings and cases have been carefully selected to provide you with
basic foundations on the topics to be discussed, in-depth analysis of particular aspects or
dimensions of selected topics, and examples of specific approaches to global marketing.
Assignments have been designed to give you an opportunity to acquire relevant knowledge and
to develop and strengthen your research, analytical, and communication skills.
The course will be managed through Moodle. I will post class schedules, assigned readings,
homework, reminders of project deadlines, PowerPoint slides, etc. Please note that the purpose
of PowerPoint slides is to help you structure the material presented in class. If you choose to
print these slides in advance and bring them to class they may also decrease your writing load
so that you can listen and participate more effectively. The slides are not a substitute for
attending class and reading them will not be sufficient for performing well in the course. It is
your responsibility to stay informed at all times of what is/will be happening in the course, so
be sure to check Moodle on a daily basis. Lack of knowledge will not be considered an
acceptable excuse for missed assignments or homework, or for inadequate class preparation.
II. REQUIRED MATERIALS
International Marketing-BUS335 (2013), Pearson Custom Library. Available at the
UPS Bookstore.
All other required readings will be posted on Moodle or can be accessed directly from the
library databases (see schedule below).
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III. HOW LEARNING WILL BE ASSESSED
1. Written and Oral Assignments
A. Case Analyses
Case analysis is an integral learning tool in international marketing. Cases give students an
opportunity to practice decision making in situations that come close to a real life scenario.
Each student will prepare written analyses for two business cases. Detailed instructions will
be provided and discussed on September 12; they will also be posted on Moodle.
B. Skill Development Exercises
You will be given a series of exercises to develop specific marketing-related skills and /or
apply key concepts. Guidelines for each of these exercises will be provided on September
12; they will also be posted on Moodle.
C. Team Project
Students will complete a team project involving research, analysis, a written report, and an
oral presentation. Detailed instructions will be provided on September 12; they will also be
posted on Moodle.
2. Active Class Engagement
Participation is a key component of this course, and you are expected to take an active and
consistent role in class discussions. I also expect your contributions to class discussions to
be insightful and to demonstrate careful and conscientious preparation prior to class. This
means that you must read and analyze the assigned material (readings and cases) before
class. One way to make contributions is to prepare questions or comments about readings or
assignments that you want to have addressed during the class period. During class time, you
may be asked to contribute in various ways, including: reviewing concepts from the
previous class session, summarizing an assigned reading, answering discussion questions,
participating in debates, etc. If you do not feel comfortable getting involved in open
discussions, see me privately to discuss strategies for increasing your involvement. Quizzes
may be given, without prior notice, to evaluate careful reading of assigned material.
Quizzes will be given during the first ten minutes of class. There will be no make-ups for
missed quizzes due to absence or tardiness.
Regular attendance and punctuality are essential for successful completion of this course
(see course policies below); remember, if you do not come to class you cannot participate in
class! The professor will maintain an ongoing record of your attendance and punctuality. If
you must miss class, you can submit up to two 250-300 word written contributions
discussing the readings assigned for that day. This must be submitted via e-mail prior to
class time. The professor reserves the right to remove a student from the course for
excessive absences or tardiness (i.e., more than four such instances).
Throughout the semester, you will be also required to complete a number of in-class
exercises either individually or in small groups.
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Your final grade for active class engagement will be composed of: consistency and quality
of your contributions to class discussions, level of preparation demonstrated during your
participation in class activities, completion of in-class exercises, quizzes on assigned
readings, attendance, punctuality, and classroom conduct.
3. Exams
There will be three exams. All exams are integrative in nature (i.e., each exam will focus on
topics as specified in the schedule, but you are expected to incorporate previously studied
material when relevant). The exams will include a combination of short and long openended, essay-type questions. I will provide study guides to help you prepare for the exams.
If, for a university approved reason, you cannot take an exam at the scheduled time, you
must give me written notice at least one week in advance so that we can make other
arrangements. If the situation does not allow for advance notification (medical or family
emergency), contact me as soon as possible after the missed exam. Make-up exams for nonuniversity approved reasons are at my discretion. Failure to take any exam at the scheduled
time will result in a score of zero for that exam.
IV. COURSE POLICIES
1. Attendance and Punctuality
You are expected to arrive to class on time and to remain in class until the end of the class
session. Habitual tardiness is disruptive to the rest of the class; multiple absences (more
than two) will hinder your ability to keep up with the demanding reading schedule of the
course; both will result in a significant reduction in your attendance grade, and in some
cases removal from the course. Do not schedule trips or any other personal activities during
scheduled presentations. I will not make special arrangements or give make-up
opportunities for anyone with non-emergency conflicts.
2. Academic Dishonesty
You are expected to behave ethically and honestly throughout the development of this
course. Due to the nature of this course, collaborative work is encouraged. However,
misrepresenting another person’s work as your own, taking credit for someone else’s words
or ideas, and soliciting or accepting help on a test or assignment when you are expected to
work independently qualify as academic dishonesty. Any case of academic dishonesty will
be taken seriously and pursued in accordance with University policies and procedures.
3. Accommodations for Students with Disabilities
If you have a physical, psychological, medical or learning disability that may impact your
course work, please contact Peggy Perno, Director of the Office of Accessibility and
Accommodations, 105 Howarth, 253-879-3395. She will determine with you what
accommodations are necessary and appropriate. All information and documentation is
confidential. Please notify the professor during the first two weeks of classes of any
accommodations needed for the course.
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4. Re-grading Policy
Any complaints concerning grading should be called to the immediate attention of the
professor in the form of a re-grade request. The student requesting the re-grade should
indicate the reason(s) he/she believes an item or assignment should be re-graded. If the
student believes his/her score on a graded assignment, quiz, exam, etc. contains an error,
he/she must submit a written analysis containing the rationale for the error. This analysis
needs to be supported by as much documentation from the readings and other sources as
possible to have the highest probability of success. Asking verbally or submitting a short
note asking the professor to “recheck #x” is insufficient, and this type of request will not be
considered. The re-grade request must be given to the professor, in writing, no later than five
working days after the graded item is returned to the student. The score on the re-grade will
be final.
5. Other Class Conduct
This course is highly interactive and participatory, and the workload is significant.
Therefore, I expect each student to contribute to creating an open, harmonious, respectful,
and productive learning environment. Some useful guidelines to accomplish this include:
a. Contribute to class discussions in a positive and constructive manner, and make
your contributions relevant to the issue at hand.
b. Address the professor and your classmates in a respectful manner. If a classmate is
talking, please wait until he/she is done rather than interrupting them.
c. Turn off and put away your cell phones, MP3s, and any other electronic devices.
d. Using your laptop computer in class is a privilege not a right, and it is up to the
professor’s discretion to allow you to do so. If you plan to use a laptop in class be
sure to use it only for the needs of this class. If I notice a student using his/her
computer to look up non-class related sites, read or write assignments for other
classes, check e-mail, or any other irrelevant activity, I will ban that student from
using a laptop for the remainder of the semester.
e. Avoid walking in and out of the classroom unless it is absolutely necessary.
f. Please do not sleep in class—it is disrespectful to others and a waste of everyone’s
time. If you are too tired to attend class, don’t come to class.
6. Student Bereavement Policy
Upon approval from the Dean of Students’ Office, students who experience a death in the
family, including parent, grandparent, sibling, or persons living in the same household, are
allowed three consecutive weekdays of excused absences, as negotiated with the Dean of
Students. For more information, please see the Academic Handbook.
7. Classroom Emergency Response Guidance
Please review university emergency preparedness and response procedures posted at
www.pugetsound.edu/emergency/. There is a link on the university home page. Familiarize
yourself with hall exit doors and the designated gathering area for your class and laboratory
buildings.
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If building evacuation becomes necessary (e.g. earthquake), meet your instructor at the
designated gathering area so she/he can account for your presence. Then wait for further
instructions. Do not return to the building or classroom until advised by a university
emergency response representative.
If confronted by an act of violence, be prepared to make quick decisions to protect your
safety. Flee the area by running away from the source of danger if you can safely do so. If
this is not possible, shelter in place by securing classroom or lab doors and windows, closing
blinds, and turning off room lights. Lie on the floor out of sight and away from windows and
doors. Place cell phones or pagers on vibrate so that you can receive messages quietly. Wait
for further instructions.
GRADE DISTRIBUTION
You will be evaluated on the basis of written and oral work, examinations, and active class
engagement as described above. Remember that I do not “give” grades; rather, you earn your
grade. Distribution of points is as follows:
Case Analyses
12%
Skill Development Exercises
18%
Team Project
25%
Active Class Engagement
15%
Exams
TOTAL
30%
_____
100%
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Week
1
2
3
Dates
TENTATIVE SCHEDULE*
Topic
Readings & Assignments**
(Please complete before class)
Sept 3
Course Introduction &
Discussion of Syllabus
Sept 5
1. Global Marketing - Intro
Moodle: We are all marketers now; Five
challenges for tomorrow’s global
marketing leaders; How we see it-Three
senior executives on the future of
marketing
Watch:
http://www.mckinsey.com/insights/
organization/leaders_everywhere_a_
conversation_with_gary_hamel
Sept 10
2. The Global Marketplace
Moodle: Global forces-An introduction;
Five forces reshaping the global
economy; OECD Economic Outlook
2013-Summary
Watch: (1) China’s Next Chapter:
http://www.mckinsey.com/insights/
economic_studies/three_snapshots_from
_chinas_next_chapter;
(2) McKinsey’s five global forces shaping
the future of business and society
(https://www.mckinseyquarterly.com/
special_topics.aspx?stid=104&srid=57)
Sept 12
2. Global Marketplace – Cont.
Moodle: Disruptive technologies- advances
that will transform life, business, and the
global economy
Discussion of Course Assignments
Sept 17
2. Global Marketplace – Cont.
Review: Cultural Environment
Sept 19
3. Global Information Systems
K&G - Ch. 1
Moodle: MK-Big data-The next frontier
for innovation, competition and
productivity; Applying advanced
analytics in consumer companies
Watch: MK-Making data analytics workthree key challenges
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Week
Dates
Topic
4
Sept 24
3. Information Systems – Cont.
Skill Development Exercise #1
Sept 26
4. Global Market Opportunity
Analysis & Market Selection
Moodle: Remapping your strategic mindset; Competing for the global middle
class; Cracking the next growth marketAfrica; The 86% Solution-The lands of
opportunity
Review: McKinsey’s Global Cities
Report, slides, interactive map and charts
(http://www.mckinsey.com/Insights/mgi/
research/urbanization/urban_world_cities
_and_the_rise_of_the_consuming_class)
Oct 1
4. Opportunity Analysis – Cont.
Case: GENICON – A Surgical Strike
into Emerging Markets (in-class
discussion only)
Oct 3
5. Segmentation, Targeting &
Positioning
K&G - Ch. 2
Moodle: Teens today, young adults in
2020; Rise of Generation C; The French
consumer transformation; Meet the
Chinese consumer of 2020
Oct 8
5. Segmentation – Cont
Case DUE: www.dhonuk.com –
Marketing Art in an Emerging Market
Oct 10
6. Importing, Exporting, &
Sourcing
K&G - Ch. 3
Oct 15
Exam 1
Topics 1 - 5
Oct 17
7. Consumer Decision Making
& Marketing Strategic Planning
Case DUE: Harley-Davidson India
Readings: HBR-Rethinking the 4 P’s (1-12013); To keep your customers, keep it
simple (5-1-2012)
5
6
7
Readings & Assignments**
(Please complete before class)
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Week
Dates
8
Oct 22
Fall Break
No Class
Oct 24
8. Brand & Product Decisions
in Global Marketing
K&G – Ch. 4
Moodle: MK-The human factor in service
design; Finding great ideas in emerging
markets (pp. 115-120)
Oct 29
8. Brand & Product Decisions
in Global Marketing – Cont.
Moodle: MK- Building brands in
emerging markets
Readings: HBR - Why you aren’t buying
Venezuelan chocolate (12-2010)
Oct 31
8. Brand & Product Decisions
in Global Marketing – Cont.
Cases DUE: United Cereal–Lora Brill’s
Eurobrand Challenge & Elie SaabGrowth of a Global Luxury Brand
Nov 5
9. Pricing Decisions in Global
Marketing
K&G – Ch. 5
Reading: The price is right-guidelines for
pricing to enhance profitability
Review: McKinsey’s interactive
presentation & article “Enduring Ideas:
The industry cost curve”
(http://www.mckinsey.com/insights/
strategy/enduring_ideas_the_industry_
cost_curve
Nov 7
9. Pricing Decisions in Global
Marketing – Cont.
Skill Development Exercise #2
Nov 12
Exam 2
Topics 6 - 8
Nov 14
10. Global Marketing
Communications Decisions I
K&G – Ch. 7 & 9
Moodle: MK-The Coming era of ‘on
demand’ marketing
9
10
11
Topic
Readings & Assignments**
(Please complete before class)
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Week
Dates
12
Nov 19
11. Global Marketing
Communications Decisions II
K&G – Ch. 8 & 9
Moodle: MK-Demystifying social media
Nov 21
11. Global Marketing Comm.
Decisions II – Cont.
Skill Development Exercise #3
Nov 26
12. Global Marketing Channels
& Physical Distribution
K&G – Ch. 6
Nov 28
Thanksgiving
No Classes
Dec 3
12. Global Marketing Channels
& Physical Distribution – Cont.
Moodle: The future of shopping (pp. 6475); MK-China’s e-tail revolution
Skill Development Exercise #4
Dec 5
Team Presentations
15
Dec 10
Team Presentations
16
Dec 19
Final Exam
(12:00pm-2:00pm)
13
14
Topic
Readings & Assignments**
(Please complete before class)
Topics 9 – 12
* NOTE: The Professor reserves the right to adjust the syllabus and schedule as needed to enhance
students’ learning. Any changes (including, but not limited to, schedule changes, adding/deleting topics,
changing assignments, redistributing grading, accommodating speakers and/or field trips) will be
announced in class and posted on Moodle. The syllabus and schedule posted on Moodle supersede any
hard copy distributed the first day of class. It is your responsibility to be aware of these changes at all
times.
** K&G: Chapters from customized course textbook by Keegan & Green.
Moodle: These readings are posted on Moodle, they are organized in folders and labeled exactly as they
appear on this schedule. Additional readings may be posted throughout the semester.
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