COURSE SYLLABUS, FALL 2006
Advanced International Marketing, MKTG 844
Class Meeting Times: 2:30 p.m. – 3:45 p.m., Tue and Thu
Class Meeting Place: Rm 209, Calvin Hall
Dr. Swinder Janda, Associate Professor
Kansas State University
Office: 213, Calvin Hall
Phone: 532-5439
Office Hours: 1:00 pm – 2:30 pm, Tue and Thu
E-mail: swinder@k-state.edu
REQUIRED READINGS:
Text:
The text for this course is a custom book derived from the Global Marketing textbook
coauthored by Warren Keegan and Mark Green (Prentice Hall Publishers).
Cases and Readings:
In addition to the custom text above, students will also need a Harvard Business School
packet of cases and additional readings.
Both items above are available at the University bookstore.
COURSE DESCRIPTION AND OBJECTIVES:
The Advanced International Marketing course is a problem-solving-oriented marketing
course for MBA students. My objective in this course is to create an environment where
participants can share ideas and contribute to the class via constructive (and often diverse)
perspectives. As such, this is not a lecture course but rather a course where students will
come to each class fully prepared to discuss issues, perspectives, and thoughts related to
the topic being discussed. During the first part of the course, I will present lecture modules
on key issues and we will discuss key readings and perspectives. During the second part of
the course, each student will work with his/her other group members to prepare a case
analysis and present the analysis in class. During these presentations, every student will be
expected to participate in discussions related to the case being presented.
The interactive approach outlined above will guide this course which will mainly focus on
developing a critical appreciation of the external forces that are increasingly shaping the
marketing manager’s job in the global economy. Students will learn when to use different
product market strategies, when and to what degree to standardize or adapt marketing
programs, and when to centralize or decentralize marketing decision making. They will
also develop skills to recognize, analyze, and evaluate marketing problems encountered in
global business operations. These competencies will be built via both discussions related
to key international marketing topics in class as well as through case analyses,
presentations, and discussions.
CLASS PROCEDURES:
Lectures and class discussions
Key Article Presentations and class discussions
Case analyses, presentations, and class discussions
GRADE DETERMINATION:
Mid-term Exam: 100 points or 25% of grade
Final Exam: 100 points or 25% of grade
Primary Case Analysis and Write-up (Group Assignment): 40 points or 10% of grade
Primary Case Presentation (Group Assignment): 30 points or 7.5% of grade
Secondary Case Critique (Group Assignment): 30 points or 7.5% of grade
Short Case Summaries (Individual Assignments): 30 points or 7.5% of grade
In-class Article Summary (Group Assignment): 20 points or 5% of grade
Class Participation: 30 points or 7.5% of grade
Attendance: 20 points or 5% of grade
The following schedule outlines the letter grades corresponding to the total points at the
end of the semester:
If your total percentage score
falls in the range:
90 - 100
80 - 89.99
70 - 79.99
60 - 69.99
00 - 59.99
Your letter grade
would be:
A
B
C
D
F
EXAMINATIONS:
There are two exams in this course. The mid term exam will comprise of eight to ten essay
questions based on readings, lectures, class discussions, as well as applications of the
concepts covered in class. The final exam will be a take home case analysis that will be
handed out on the Thursday of the last week of class. The completed case analysis will be
due on the Friday of finals week. Each exam is worth 100 points (or 25 percent) of your
course grade. Make-up exams will only be given if I am notified in advance and for a
good reason such as a medical emergency. It is purely my prerogative to decide the format
and content of any make-up exam I decide to give (e.g., make-ups can comprise any
combination of essay, short answer, or multiple-choice questions).
BRIEF DESCRIPTION OF ASSIGNMENTS:
A. Primary Case Analysis Write-up and Presentation (70 points): During the second
week of class, I will divide the class participants into 8 groups (two to three members per
group depending upon class size). Each group will be assigned a primary case study for
both written analysis and presentation. I will assign 40 points based on the quality of the
written report and 30 points based on the presentation in class. Written reports must not
exceed 12 pages including exhibits and references (double-spaced, 12 point font, 1 inch
margins on each side). Each group must turn in TWO COPIES of their written report
to me in class on Tuesday, October 24, 2006. Each group will make a presentation
related to their case in class during the designated class period (somewhere between Oct 31
and Nov 30) which I will announce during the second week of class. The maximum time
allotted for a presentation is 30 minutes. Further details about my expectations regarding
the write-up and the presentation will be provided in class.
B. Secondary Case Critique (30 points): Each group will be assigned a secondary case
study (a case study that is being presented by another group). Each group will receive a
copy of the case analysis write-up related to their secondary case on October 24, and the
group will be responsible for developing a critique of the case analysis. No written
critique needs to be turned in to me, but I will assess the quality of the critique from the
group members’ comments and discussions in class after the presenting group has
completed their presentation. Essentially, it is the responsibility of the critiquing group to
point out issues, ideas, and criticisms related to the case in order to stimulate class
discussions. Stating that the group completely agrees with the presenting group is an
unacceptable critique. At the same time, you do not have to completely disagree with the
presenting group either. Even on issues highlighted by the presenting group that you are in
agreement with, you should be prepared to further substantiate and enhance the discussion
for everyone in class.
C. Short Case Summaries (30 points): There are eight cases that comprise an integral
part of this course. Each student will work on one primary case and one secondary case.
The success of a case based course depends on all the participants’ willingness to discuss
ideas and issues related to the cases. The purpose of this assignment is to ensure that all
class participants come prepared for the in-class case discussions. For the six cases that are
not your primary or secondary cases, each student will be turning in a two-page summary
(double-spaced, 12 point font, 1 inch margins on each side) to me during class on the day
that case is presented in class. The focus of these summaries should be the key issues,
problems, and/or opportunities presented in the case and your proposed strategies to deal
with the central issue(s). Please note that the focus of these summaries should not be to
simply restate facts provided in the case without any reflections.
D. In-class Article Summary (20 points): During the second week of class, each group
will be assigned one article from the readings packet. The group will be responsible for
summarizing this article during the class period indicated in the class schedule at the end of
this syllabus. Each group will have total freedom in terms of how they would like to
organize the in-class summary, so far as they do not take more than 30 minutes of class
time.
RESPONSIBILITY FOR GROUP-WORK:
Note that A, B, and D above are group projects. Every student is responsible for
contributing to their group. If a group member is not willing to make contributions to the
group effort, the other members can vote to remove that member out of the group. A
unanimous vote is necessary to remove a member from a group. Group members can vote
out a member any time before the last group assignment is due in class. A person voted
out of a group will receive a zero on all of A, B, and D above. Please remember that
the ability to work with others is very important in the business world and to prepare
you for this world I feel this ability is very important for this course. Thus, I will
NOT allow a voted-out member to compensate their group work by turning in any
other assignment(s).
ATTENDANCE POLICY:
On the last week of class, I will assign 20 points based on the student’s attendance in class.
I will allow 2 absences without any penalty. For each additional absence, 3 points will be
deducted from your attendance score. During each class period, I will pass out an
attendance sign-up sheet. It is each student’s own responsibility to make sure they have
signed this sheet. At the end of the semester, these sheets will form the basis for assigning
your attendance points.
I will only excuse a student’s absence for one of the following reasons:
Emergency medical situation (supported by proper documentation)
Death in family (God forbid!) or serious medical emergency involving a close
relative (supported by proper documentation)
Representing K-State in sporting events (supported by documentation)
Job interview out of town on the day of class (supported by proper documentation;
maximum excuses of this type allowed during semester = 2).
CLASS PARTICIPATION:
The success of this course heavily depends on class discussions particularly during the case
discussions. I will keep track of each student’s attempts to contribute constructively to
class discussions and utilize this to assign 30 points at the end of the semester. Please
remember that just saying something in class (quantity of comments) does not constitute
valuable participation, but the thought provoking nature of comments (quality) is what is
important. It is also important to conduct discussions in a non-antagonistic, civil way so
ideas and perspectives can be freely exchanged with others in a positive learning
environment.
ACADEMIC DISHONESTY POLICY:
A student’s personal integrity is presumed to be sufficient assurance that in academic
matters one does one’s own work without unauthorized help from any other source. KState students, by registration, acknowledge the jurisdiction of the K-State Honor Council.
The policies and procedures of the Honor System apply to all students enrolled in any of
the K-State schools, whether full-time or part-time.
The Honor system presumes that all work, submitted as part of academic requirements, is
the product of the student submitting it unless credit is given with proper footnoting and
bibliographic techniques, or as prescribed by the Professor. The system applies to
examinations and to all work handed in, such as papers, reports, solutions to problems,
tapes, films, and computer programs, unless excepted by the Professor.
Honor Pledge Statement: On all assignments, examinations, or other course work
undertaken by students, the following pledge is implied, whether or not it is stated: “On
my Honor, as a Student I have neither given nor received unauthorized aid on this
academic work.”
Plagiarism and cheating are serious offenses and may be punished by failure on the exam,
paper or project; failure in the course; and/or expulsion from the university. For more
information refer to Appendix F in the Faculty Handbook.
SPECIAL ACCOMMODATIONS:
A student with a disability or those who need special accommodations should talk to the
Professor individually within the first two weeks of the class.
IMPORTANT DATES TO REMEMBER:
Sept 25, 2006: Last day to drop a course without receiving a "W."
Oct 24, 2006: Primary Case Write-up due
Oct 26, 2006: Mid-term Exam
Oct 27, 2006: Last day to withdraw from a course.
Oct 31, Nov 2, 7, 9, 14, 16, 28, 30: In-class case presentations and discussions
Dec 7, 2006: Take Home Final Exam handed out in class
Dec 15, 2006: Take Home Final Exam due by 11:30 a.m.
CLASS SCHEDULE:
Please note that this is a tentative schedule only. Professor Janda reserves the right to
modify this schedule as the semester progresses. Students will be notified of any changes
in class.
DAY &
DATE
TOPIC(S)
Aug 22 (Tue)
Aug 24 (Thu)
Syllabus
Introduction to Marketing
None
KG Chapter 1
Aug 29 (Tue)
Overview of Global Marketing
KG Chapter 1
HBR article “The Globalization
of Markets” (1)
Aug 31 (Thu)
Discussion of Case Method / forming
student groups / Assignment of Cases
to groups
Sept 5 (Tue)
Sept 7 (Thu)
Theoretical Foundations
Environmental Considerations Cultural Issues
KG Chapter 3
KG Chapter 4
Sept 12 (Tue)
Environmental Considerations – Other
Issues
Foreign Market Entry Strategies
KG Chapters 2, 5
Foreign Market Entry Strategies
(cont.)
Overall Strategy – Standardization vs.
Adaptation
KG Chapters 8, 9
Sept 26 (Tue)
Global Segmentation and Positioning
KG Chapter 7
Sept 28 (Thu)
Marketing Research
KG Chapter 6
Sept 14 (Thu)
Sept 19 (Tue)
Sept 21 (Thu)
ASSIGNMENTS
KG – Keegan/Green text
(#) – Number corresponding to
Harvard Coursepack
KG Chapters 8, 9
HBR article (2) “Customizing
Global Marketing”
HBR article “Can you Standardize
Multinational Marketing?”
HBR article “Inside the Mind of the
Chinese Consumer” (3)
Oct 3 (Tue)
Global Products and Brands
KG Chapter 10
Oct 5 (Thu)
Global Products and Brands (cont.)
HBR article “What is a Global
Manager?” (4)
HBR article “How Global Brands
Compete” (5)
Oct 10 (Tue)
Oct 12 (Thu)
Global Promotion
Global Promotion (cont.)
KG Chapters 13, 14
HBR article “Global
Advertising and the World Wide
Web” (6)
Oct 17 (Tue)
Oct 19 (Thu)
Global Pricing
Global Distribution
KG Chapter 14
KG Chapter 15
HBR article “Seven Rules of
International Distribution” (7)
Oct 24 (Tue)
Oct 26 (Thu)
Review for Mid-term Exam /
Primary Case Write-ups due
Mid-term Exam
Oct 31 (Tue)
Case presentations and discussions
Nov 2 (Thu)
Case presentations and discussions
Nov 7 (Tue)
Case presentations and discussions
Nov 9 (Thu)
Case presentations and discussions
Nov 14 (Tue)
Case presentations and discussions
Nov 16 (Thu)
Case presentations and discussions
Nov 21 (Tue)
Nov 23 (Thu)
Will be decided later
Thanksgiving Holiday
Nov 28 (Tue)
Case presentations and discussions
Nov 30 (Thu)
Case presentations and discussions
Samsung Electronics Company:
Global Marketing Operations (16)
Henkel Detergents: Global
Branding in the European Market
(15)
Dec 5 (Tue)
Conclusion / Peer Evaluations
BH article “What is the Best Global
Strategy for the Internet?” (8)
Dec 7 (Thu)
Final Take Home Exam Handed Out
Dec 15 (Fri)
FINAL EXAM DUE (9:40 am –
11:30 am)
L’Oreal and Globalization of
American Beauty (12)
P&G Japan: The SK-II
Globalization Project (9)
HBS MontGras – Export Strategy
(11)
Ice-Fili (13)
McDonald’s Russia: Managing a
Crisis (10)
Singapore Airlines: Customer
Service Innovation (14)
IMPORTANT NOTE:
As the Professor, Dr. Janda reserves the right to vary from policies outlined in this
syllabus.