COURSE NUMBER: B 7315
COURSE NAME: Global & Multinational Marketing
TERM: Spring I 2008
INSTRUCTOR:
Elias A. Demetriades, PhD
PHONE:
312-301-1025 (cell)
EMAIL:
elias161@comcast.net
ALT PHONE:
REQUIRED TEXTS:
Title
The mirage of global markets, how globalizing companies
can succeed as market localize
Author(s) Arnold, D.
Copyright (2003).
Publisher Upper Saddle River, NJ: Prentice Hall
ISBN
0-13047066X
Edition
Page 1
Title
Author(s)
Copyright
Publisher
ISBN
Edition
International Marketing Research
Kumar, V.
(1999)
Upper Saddle River, NJ: Prentice Hall
0130453862
Title
The 86 percent solution: how to succeed in the biggest
market opportunity of the next 50 years
Author(s) Mahajan, V., & Banga, K.
Copyright (2005)
Publisher Upper Saddle River, NJ: Wharton School Publishing
ISBN
0-131489070
Edition
This Course Requires the Purchase of a Course Packet:
YES
NO
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Argosy University
COURSE SYLLABUS
B7315
Global & Multinational Marketing
Spring I 2008
Faculty Information
Faculty Name:
Elias A. Demetriades, PhD
Campus:
Chicago
Contact Information:
elias161@comcast.net , 312-301-1025 (cell)
Office Hours:
By appointment
Short Faculty Bio:
 I have spent most of my career in various managerial and consulting engagements in the US, Europe and Africa. I have taught
undergraduate and graduate course for fifteen (15) years.
 I currently teach undergraduate math and economics courses, as well as economics, management and finance at the graduate
level while consulting in finance (quantitative modeling, alternative investments, risk management).
 I hold a BS in Business Administration (concentration in Marketing), an MBA from IMD in Switzerland and a PhD in
Management Science (concentration in Finance).
Course description:
Marketing and selling products into the global environment presents many demanding decisions that need to be updated on a
consistent timeframe with hard-to-retrieve knowledge, information and data. Challenging decisions must be made in international
marketing objectives-strategies-policies, regional & country market selection, products that fit regions-countries, multiple distribution
channels, communications to fit each global region, management models & organizations per region-country, knowledge-informationdata management, exploration of cultural issues, competition, economies, and customers.
Course Pre-requisites: None
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Required Textbook:
Arnold, D. (2003). The mirage of global markets, how globalizing companies can succeed as market localize. Upper Saddle River, NJ:
Prentice Hall. ISBN: 0-13047066X
Kumar, V. (1999). International Marketing Research. Upper Saddle River, NJ: Prentice Hall. ISBN: 0130453862
Mahajan, V., & Banga, K. (2005). The 86 percent solution: how to succeed in the biggest market opportunity of the next 50 years.
Upper Saddle River, NJ: Wharton School Publishing. ISBN: 0-131489070
Required Articles:
Al-Khatib, J. A., & Vitell, S. & Rawwas, M.Y.A. (1996) Consumer ethics: a cross-cultural investigation. European Journal of
Marketing, 31 (11/12) 750-767.
Allert, J., & Innes-Brown, M. (2005). Building trust, communication and leadership for new globalization. Journal of Asia Pacific
Marketing 4 (1), 41-51.
Anonymous (2001). An investigation of market information use in export channel decision: antecedents and outcomes. International
Journal of Physical Distribution & Logistics Management, 31(5).334-353.
Arnold, D. (2000). Seven rules of international distribution. Harvard Business Review, November-December.131-137
Barlett, C.A & Ghoshal, S. (2003).What is a global manager? Harvard Business Review, August.101-108.
Borgerson, J.L., & Schroeder, J. E. (2002). Ethical issues of global marketing: avoiding bad faith in visual representation. European
Journal of Marketing, 36 (5/6) 570-594.
Elahee, M.N., Kirby, S.L. & Nasif, E. (2002).National culture, trust, and perceptions about ethical behavior in intra- and cross-cultural
negotiations: an analysis of NAFTA countries. Thunderbird International Business Review, 44 (6) 799.
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Hewett, K., & Bearden, W. O. (2001). Dependence, trust, and relational behavior on the part of foreign subsidiary marketing
operations: Implications for managing global marketing operations. Journal of Marketing, 65 (4) 51-66.
Lawes R. (2002).Demystifying semiotics: some key questions answered. Journal of Marketing Research 44 (3) 251-264.
Lovelock, C. H. & Yip, G. S. (1996). Developing global strategies for service business. California Management Review, 38 (2).64-86.
Mintu-Wimsatt, A., Garci R., & Calantone, R. (2005). Risk, trust and the problem solving approach: a cross cultural negotiation study
Journal of Marketing Theory and Practice 13 (1), 52-61.
Mitchell, A. (2003).Why Ted Levitt wasn’t wrong about globalization. Marketing Week, (June 26) 26-27.
Prasad,V. K., Ramamurthy, K., & Naidu, G. M. (2001).The Influence of internet-marketing integration on marketing competencies
and export performance. Journal of International Marketing 9 (4) 82-110.
Preble, J. F. (1995). Franchising systems around the globe: a status report. Journal of Small Business Management, 33 (2) 80-88.
Sheth, J. N., & Parvatiyar, A. (2001).The antecedents and consequences of integrated global marketing. International Marketing
Review, 18 (1)16-29.
Singhapakdi, A., Karande, K., Rao, C.P. & Vitell, S. J. (2001)How important are ethics and social responsibility? - A multinational
study of marketing professionals. European Journal of Marketing . 35 (1/2)133-153.
Svensson, G. (2002). Beyond global marketing and the globalization of marketing activities.
Management Decision 40 (5/6) 574- 584.
Tharp, M., & Jeong, J. (2001). Executive insight: the global network communications agency. Journal of International Marketing, 9
(4)111-131.
Theodosiou, M. & Katsikeas, C. S. (2001).Factors influencing the degree of international pricing strategy standardization of
multinational corporations. Journal of International Marketing, 9 (3) 1-18.
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van Herk, H., Poortinga, Y. H. & Verhallen, T. M. M. (2005). Equivalence of survey data: relevance for international marketing.
European Journal of Marketing, 39 (3/4) 351-364.
Vignali, C. (2001). Kellogg's - Internationalization versus globalization of the marketing mix. British Food Journal, 103 (2)112-130.
Zhu Y., Bhat R., & Nel, P. (2005). Building business relationships: a preliminary study of business executives' views
Cross Cultural Management,. 12 (3), 63-84.
Zou, S., & Cavusgil, S. T. (2002) The GMS: A broad conceptualization of global marketing strategy and its effect on firm
performance. Journal of Marketing 66 (4) 40-56.
Technology: Pentium III CPU/ Windows 98; 128MB RAM, printer; Microsoft Office Acrobat (full version), Microsoft Internet
Explorer 5.5 (PC) 5.0 (MAC) or Netscape Navigator 4.08. Norton Antivirus.
Course length: 7.5 Weeks
Contact Hours: 45 Hours
Credit Value: 3.0
Program Outcomes:
1. Research
1.1. Performing – Design, conduct, and justify applied research in a business context using appropriate methodology
1.2. Understanding – Evaluate and apply existing theory and research to current business practice
2. Communication
2.1. Oral – Present orally, complex business information that is concise, clear, organized, and well supported in a professional
manner appropriate to the business context
2.2. Written – Present in writing, complex business information that is concise, clear, organized, and well supported in a
professional manner appropriate to the business context using required format
3. Critical Thinking/Problem Solving
3.1. Critical thinking – Evaluate relevance of established theory to current business practice and identify gaps in current literature
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4.
5.
6.
7.
8.
3.2. Problem Solving/Decision Making – Given a business situation, diagnose the underlying causes of the situation, evaluate
possible solutions, in relation to underlying business theory and determine and defend appropriate course of action
3.3. Information Literacy - Conduct an exhaustive literature search from a variety of sources, evaluate the credibility of the
sources, and apply that information to create new knowledge
Team
4.1. Leadership - Conduct an exhaustive literature search from a variety of sources, evaluate the credibility of the sources, and
apply that information to create new knowledge
4.2. Collaboration - Given a case study or business situation collect, assimilate, and disseminate the views of stakeholders
Ethics
5.1. Ethics - Given a case study or business situations, evaluate the ethical dimensions of decision situations and personal, social,
and corporate responsibility not absolved by market forces
Diversity
6.1. Diversity - Given a case study or business situation evaluate the multicultural dimensions of decision situations and
multicultural solutions to business situations
Strategic Marketing
7.1. Analyze the foundation and development of marketing theory in relationship to modern marketing planning & practice
Foundational Knowledge and Practice
8.1. Application & Practice – Evaluate current marketing and consumer behavior and practice relative to theoretical models
found in the literature
Course Objectives:
1. Define, recognize and assess differences in terminology: international, multinational and global marketing.
(Program outcomes: 1.1, 2.2, 3.1, 3.3, 7.1, 8.1)
2. Evaluate and apply main components of global marketing research.
(Program outcomes: 1.1, 1.2, 2.2, 3.1, 5.1, 6.1, 7.1, 8.1)
3. Synthesize body of knowledge related to marketing, culture, and communication.
(Program outcomes: 1.1., 1.2, 3.1, 5.1, 6.1, 7.1, 8.1)
4. Appraise different global marketing strategies.
(Program outcomes: 4.1, 4.2, 5.1, 6.1, 7.1, 8.1)
5. Analyze management models related to global marketing and construct a model for market selection.
(Program outcomes: 1.1, 1.2, 3.1, 3.2, 3.3, 4.1, 7.1, 8.1)
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6. Analyze and assess 4 P strategies for the world market.
(Program outcomes: 1.1, 1.2, 5.1, 7.1, 8.1)
7. Distinguish and evaluate ethics in marketing in different countries.
(Program outcomes: 5.1, 6.1)
9. Synthesize and evaluate issues related to global and multinational marketing.
(Program outcomes: 1, 2, 3, 4, 5, 6, 7, 8)
Assignment Table
Module Module Topics
- Define, recognize and
1
assess differences in
terminology: international,
multinational and global
marketing
- Evaluate main components
of global marketing
research:
- Globalization
- Assessing global
environmental
variables
- Ethical issues in
marketing research
- Synthesize and critique
2
body of knowledge
related to marketing
and Culture, and
Readings
Kumar: ch.1,2,3
Arnold ch.1, 2
Van Herk & Poortinga &
Verhallen article
Svensson’s article,
Sheth & Parvatiyar’ article
Mitchell’s article
Assignments
Assignment 1. Define and assess differences in
terminology: international, multinational and global
marketing. Do you support these definitions, and do you
agree there are significant differences in the scope of
topics each of them cover? If yes, support your answer
with critical analysis and relevant literature. If no, support
your answer with critical analysis and relevant literature.
(2 page essay)
Assignment 2. Discuss, explain and provide your answer
to the following question: Global marketing research:
Myth or Reality? Cite your sources. (3 page essay)
Articles:
Zhu et alies,
Elahee & Kirby,
Allert & Innes-Brown,
Assignment 1. Arrange and organize by topics and
regions/countries, different literature related to cultural
issues in marketing. Present your work in a table.
Table should have the following columns:
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Communication
3
-
-
Appraise different
global marketing
strategies,
Analyze management
models related to
global marketing and
construct a model for
market selection
Mintu-Wimsatt et alies
Tharp & Jeong
Arnold ch. 3, 7,8
Zou & Cavusgil article,
Hewett & Bearden article
Vignali article
Barlett article
1. topics: a. marketing and culture
b. marketing and communication in
different cultures
2. region/country: here you have to explain main
characteristic of that particular region/country as it
relates to the above topics (a. culture and b.
communication)
3. literature: here you have to give literature related to
items in column 2. You have to state the author and
the year when particular article/book was published.
On the bottom of the table, you have to write all your
sources that you used for this assignment.
Assignment 2. Select a case study ( you can look for your
case study on Caseplace.org or select one from Harvard
Business Review) illustrating communicational pitfalls in
global marketing. Analyze the case, and provide a critical
assessment. Cite your sources. (2 page essay)
Assignment 1. Write a summary paper on assigned topics:
global marketing strategies, and management models. (3
paragraphs per topic, total of 6 paragraphs). Based on
literature review construct a model for market selection. (
1 page) Cite your sources.
Assignment 2: Read Vignali’s article, Kellogg’s case
study. Compare and contrast (2 page essay) two models
(internalization vs. globalization). Support your analysis
with additional literature. Cite your sources.
Assignment 3.
Start working on your final paper.
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Final paper topic
Write a paper (15-20 pages long) where you will review,
compare, and contrast, different theoretical and practical
readings related to global marketing strategies, with
special emphasis on ethical issues.
Information about the format of the paper you will find in
lesson 8.
4
Assess Product/Service
strategy for the world market
Lovelock & Yip article
Mahajan & Banga ch. 2
3 peer reviewed articles
Assignment 1. Read 3 peer reviewed articles related to
assigned topic. Based on these articles and other readings,
develop a model for a successful product/service strategy
for the global market, or one particular international
market of your choice. (3-4 page paper)
Assignment 2. Find one case study (you can look for your
case study on Caseplace.org or select one from Harvard
Business Review) with inappropriate product/service
approach for the international market. Analyze the case,
identify the mistakes, and argue for an alternative
approach. (2 page paper)
5
6
Assess Price/Promotion
strategy for the world market
Analyze and compare
distribution channels in
Arnold ch.4, 6
Mahajan & Banga ch. 4, 6
Assignment 1. Appraise 86 percent approach as it relates
to pricing. Write a 1-2 page paper. Cite your sources.
Theodosious article
Lawes article
Prasad et alies article
Myers & Cavusgil article
Assignment 2. Select one case study (from the assigned
readings or another one) related to the assigned topics
(price/promotion in the global market). Develop a plan to
resolve the problems in a case. (1-2 page paper)
Arnold ch 5
Mahajan & Banga ch.9
Assignment 1. Write a summary paper on the 86 percent
solution. Examine and apply this solution on another case.
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different countries
7
8
Distinguish and evaluate ethics
in marketing in different
countries
Synthesize and Evaluate Issues
related to global and
multinational marketing
Richey & Myers article
Al-Khatib et alies article
Borgerson & Schroeder
article
Singhapakdi & Karande
article
Caux Round Table Website:
http://www.cauxroundtable.o
rg/
Express your opinion about this approach. (2 page paper)
Assignment 2. Select two different countries, and conduct
a research on their distribution channels. Discuss the
differences/similarities and explain how you will adjust
your marketing strategy (select a product) for each market.
(2 page paper)
Assignment 1. Identify two ethical issues of your choice.
(bribery, child labor, safety protection etc.). Read peer
reviewed articles related to these topics. Compare and
contrast approaches in different countries. Suggest your
opinion about these issues and support your answer with
relevant academic literature.
Assignment 2. Go on Caux Round Table web site. Select
two issues that are covered on this page. Write an
evaluation of these issues. (1-2 page long)
Peer reviewed articles related Assignment 1. Review course objectives. Choose 3 of
to the final paper topic
them and indicate the value each of them has to you and to
the study and practice of global marketing. Express your
views in a page-long essay.
Assignment 2. The final paper for the course is expected
to be 15-20 pages long, plus a cover page, abstract,
reference pages and appendices (if needed). The paper is
to be typed, double-spaced and written following the APA
form and style. The final paper must contain the
following qualities:
 Introduction (a statement of the problem)
 Literature Review (a discussion of the
pertinent literature)
 Body (a discussion of how the literature
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relates to the project
 Summary and Future Research
Recommendations.
 This assignment is designed to assist students in
developing the following course performance
objectives:
 Performing and Understanding Research
 Written Communication Skills
 Critical Thinking/Problemsolving/Decision-making/Information
Literacy
 Ethics/Diversity
 Teams/Leadership
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Grading Criteria
Grading Scale
A
AB+
B
BC+
C
CD+
D
DF
100 – 93
92 – 90
89 – 88
87 – 83
82 – 80
79 – 78
77 – 73
72 – 70
69 – 68
67 – 63
62 – 60
59 and below
Grading requirements
Attendance/participation
Weekly Assignments
Final paper
Optional
Optional
25%
20%
35%
10%
10%
100%
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Library:
All resources in Argosy University’s online collection are available through the Internet. The campus librarian will provide students
with links, user IDs, and passwords.
Library Resources: Argosy University’s core online collection features nearly 21,000 full-text journals and 23,000 electronic books
and other content covering all academic subject areas including Business & Economics, Career & General Education, Computers,
Engineering & Applied Science, Humanities, Science, Medicine & Allied Health, and Social & Behavior Sciences. Many titles are
directly accessible through the Online Public Access Catalog at http://library.argosy.edu. Detailed descriptions of online resources are
located at http://library.argosy.edu/misc/onlinedblist.html.
In addition to online resources, Argosy University’s onsite collections contain a wealth of subject-specific research materials
searchable in the Online Public Access Catalog. Catalog searching is easily limited to individual campus collections. Alternatively,
students can search combined collections of all Argosy University Libraries. Students are encouraged to seek research and reference
assistance from campus librarians.
Information Literacy: Argosy University’s Information Literacy Tutorial was developed to teach students fundamental and
transferable research skills. The tutorial consists of five modules where students learn to select sources appropriate for academic-level
research, search periodical indexes and search engines, and evaluate and cite information. In the tutorial, students study concepts and
practice them through interactions. At the conclusion of each module, they can test their comprehension and receive immediate
feedback. Each module takes less than 20 minutes to complete. Please view the tutorial at http://library.argosy.edu/infolit/
Academic Policies
Academic Dishonesty/Plagiarism: In an effort to foster a spirit of honesty and integrity during the learning process, Argosy University
requires that the submission of all course assignments represent the original work produced by that student. All sources must be
documented through normal scholarly references/citations and all work must be submitted using the Publication Manual of the
American Psychological Association, 5th Edition (2001). Washington DC: American Psychological Association (APA) format. Please
refer to Appendix A in the Publication Manual of the American Psychological Association, 5th Edition for thesis and paper format.
Students are encouraged to purchase this manual (required in some courses) and become familiar with its content as well as consult
the Argosy University catalog for further information regarding academic dishonesty and plagiarism.
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Scholarly writing: The faculty at Argosy University is dedicated to providing a learning environment that supports scholarly and
ethical writing, free from academic dishonesty and plagiarism. This includes the proper and appropriate referencing of all sources.
You may be asked to submit your course assignments through “Turnitin,” (www.turnitin.com), an online resource established to help
educators develop writing/research skills and detect potential cases of academic dishonesty. Turnitin compares submitted papers to
billions of pages of content and provides a comparison report to your instructor. This comparison detects papers that share common
information and duplicative language.
Americans with Disabilities Act Policy
It is the policy of Argosy University to make reasonable accommodations for qualified students with disabilities, in accordance with
the Americans with Disabilities Act (ADA). If a student with disabilities needs accommodations, the student must notify the Director
of Student Services. Procedures for documenting student disability and the development of reasonable accommodations will be
provided to the student upon request.
Students will be notified by the Director of Student Services when each request for accommodation is approved or denied in writing
via a designated form. To receive accommodation in class, it is the student’s responsibility to present the form (at his or her
discretion) to the instructor. In an effort to protect student privacy, the Department of Student Services will not discuss the
accommodation needs of any student with instructors. Faculty may not make accommodations for individuals who have not been
approved in this manner.
The Argosy University Statement Regarding Diversity
The Argosy University provides equitable access through its services and programs to students of any social, geographic and cultural
background, regardless of gender, and strives to prepare all candidates to work with and provide services to diverse populations.
Argosy demonstrates its commitment to diversity through the development and support of a diverse educational community.
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