Marshall School of Business
USC
MARKETING 565
GLOBAL MARKETING
Spring, 2013
Faculty:
Dennis A. Schorr, Ph.D.
Office: ACC 301L
Phone: 213-740-5041
E-mail: Available on Outlook (dschorr@marshall.usc.edu)
Office Hours: Tues. 1:30-3:30 P.M., or by appointment
Course Objectives:
The major objectives of this course are to:
a) Understand the key characteristics of various country markets and how
to develop marketing plans in diverse environments
b) Appreciate the limitations of an ethnocentric approach to international
marketing and develop a complex, global perspective on marketing
c) Understand the role of marketing in a company’s global strategy and
learn how to develop global marketing strategies
d) Develop a multidimensional, nuanced perspective on marketing
standardization vs. adaptation and learn how to balance the pressures
for globalization vs. localization of the various elements of the
marketing mix
e) Appreciate the roles of global, regional, and local brands in a
company’s portfolio and learn how to manage effectively each type of
product or service
In support of these goals, the course is divided into five major topic areas. The
first topic area focuses on the opportunities and challenges of international and global
marketing, how to assess country environmental factors that are most relevant to the
management of international marketing, and how to select markets to enter. The second
topic area concentrates on how to develop international and global marketing strategies,
and the organizational characteristics needed to implement effective global marketing
strategies. The third topic area examines the similarities and differences in product and
service categories across countries and the implications for segmentation, targeting, and
positioning. The fourth topic area deals with how to develop branding and product
policies in the international and global context including issues of standardization vs.
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adaptation. The fifth topic area examines advertising/promotion, pricing, and
distribution/retailing policies in the international and global context including how to
manage the tradeoffs of standardization vs. adaptation associated with each element of the
marketing mix. Throughout the course, a variety of country markets in various regions of
the world will be discussed and a variety of different types of products and services will
be addressed.
Class Sessions:
The class sessions will focus on the understanding of major concepts, frameworks, and
analytical tools used in global marketing and the application of these concepts, frameworks, and
tools to the analysis of real-world cases. In order to develop skills in applying the course material
to actual managerial situations, this course relies heavily on case materials, and the analysis and
discussion of different case situations is a key component of the class sessions. For class sessions
with assigned cases, you should prepare the case thoroughly before class and be prepared to
discuss them in class. The readings introduce some key conceptual viewpoints and important
trends in the field of global marketing. The class sessions will focus on the discussion of cases
and readings, supplemented with lectures to clarify the conceptual material and analytical
frameworks. Most of the cases are Harvard Business School cases, and the readings are from the
Harvard Business Review and other major publications. All the cases and readings can be found
in the course reader.
The following are some guidelines for preparing the cases: Preparation might typically
begin with reviewing the assigned readings in order to familiarize yourself with key concepts and
frameworks. The case might then be read quickly in order to familiarize yourself with the key
issues presented. Then, it is worthwhile to review the assignment questions for clues as to what
issues require special attention. The next step is normally to re-read the case carefully, taking
note of how the information, facts, and observations can be used to understand the key issues.
Identifying relevant frameworks for analyzing the information in the case is valuable at this
point. Finally, preparation would include notes that can be used to guide your participation in
class discussion on the assigned or other issues judged to be critical to the company’s or
industry’s apparent dilemma.
Course Evaluation:
10%
15%
20%
20%
35%
Class Participation
Assignment # 1
Assignment # 2
Exam
Final Group Project Report and Presentation
As an important part of the learning in this course comes from class discussions of cases
and readings, you are expected to participate actively in class sessions. The level of class
discussions and how much you gain from them depend in large part on how well prepared you
are for each class and how actively you take part in the discussions. Thus, your level of
preparation for class sessions and participation in discussions will be factored into the final
evaluation. I realize that it might not be possible to attend every class. You can miss one class
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session without it affecting your grade; however, if you miss more than one session, it could have
an impact on your participation grade.
A group project will receive a significant amount of attention in this course. You will
divide up into groups of 4 or 5 people and develop an international marketing plan for a product
or product line of your choosing. The project will serve to give you practical, hands-on
experience in applying the concepts addressed in the class sessions.
In order to keep me informed of the progress you are making on the project and to help
you pace yourselves to work on the project throughout the semester, your group will turn in a set
of memos at various points during the semester. Each memo will address the components of your
marketing plan most relevant to the topics being addressed at that point in the course. Each
memo should be approximately 1-2 pages of text (single-spaced); in addition, you should
supplement the text with charts and figures illustrating your key findings and conclusions. You
will be given feedback on the memos: however, the memos are not graded.
A final report detailing your international marketing plan is due at the beginning of the
last class session. This report will consist of developing, integrating, and refining the pieces of
the plan that you have been working on throughout the course. In addition, each group will give a
final presentation to the class during the last session summarizing the international marketing
plan. Peer evaluations of each member of your group will be conducted at the end of the semester
to ensure that all members contribute equitably to the project.
Two written assignments are due during the semester. These assignments give you
experience in using some of the frameworks and analytical tools we will be discussing in class.
More specific guidelines for these assignments will be distributed in class before the assignments
are due. All assignments are due at the beginning of class on the due date.
An exam will be given at the end of the course, testing your knowledge of the course
concepts and material. The exam will be on Wednesday, May 8, from 7:00PM-9:00PM.
Technology Use in the Classroom:
Laptop computer, tablet, and internet usage are not permitted during class
sessions. Use of other personal communication or entertainment devices, such as cell
phones, smart phones, and music players is also not permitted during class sessions. ANY
electronic devices (including cell phones, smart phones, PDAs, iPhones, Android phones,
Blackberries, other texting devices, computers, laptops, iPods, iPads, other tablets, MP3
players, etc.) are to be turned off during class time. Receiving or sending communications
or entertainment during class detracts from participation, disrupts the learning
environment, and is rude to those around you.
Academic Integrity:
USC seeks to maintain an optimal learning environment. General principles of
academic honesty include the concept of respect for the intellectual property of others,
the expectation that individual work will be submitted unless otherwise allowed by an
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instructor, and the obligations both to protect one’s own academic work from misuse by
others as well as to avoid using another’s work as one’s own. All students are expected to
understand and abide by these principles. Violations of academic integrity standards will
be treated seriously. SCampus, the Student Guidebook, (www.usc.edu/scampus or
http://scampus.usc.edu) contains the University Student Conduct Code including the
university's academic integrity standards (see the University Governance section).
Students will be referred to the Office of Student Judicial Affairs and Community
Standards for further review should there be any suspicion of academic dishonesty. The
Review process can be found at: http://www.usc.edu/student-affairs/SJACS/ . Failure to
adhere to the academic conduct standards set forth by these guidelines and our programs
will not be tolerated by the USC Marshall community and can lead to dismissal.
Students with Disabilities:
Any student requesting academic accommodations based on a disability is
required to register with Disability Services and Programs (DSP) each semester. A letter
of verification for approved accommodations can be obtained from DSP. Please be sure
the letter is delivered to your instructor as early in the semester as possible. Your letter
must be specific as to the nature of any accommodations granted. DSP is located in STU
301 and is open 8:30AM to 5:00PM, Monday through Friday. The telephone number for
DSP is 213-740-0776.
Returned Coursework and Retention of Graded Coursework:
Final exams will be retained for one year after the end of the course. All other
graded work will be returned to students during class, and it is the responsibility of
students to retain the material. Students who miss class sessions when graded work is
returned are responsible for arranging for an appointment to retrieve the material. Graded
work that was returned but unclaimed by a student will be discarded at the end of the
semester. Disputes over graded material should be brought to the professor’s attention
within 2 weeks after the work is returned.
Emergency Preparedness/Course Continuity:
In case of a declared emergency if travel to campus is not feasible, USC executive
leadership will announce an electronic way for instructors to teach students in their homes
using a combination of Blackboard, teleconferencing, and other technologies.
Please make sure you can access this course in Blackboard and retrieve the course
syllabus and other course materials electronically. You should check Blackboard
regularly for announcements and new materials. In the event of an emergency, the ability
to access Blackboard will be crucial. USC's Blackboard learning management system and
support information is available at blackboard.usc.edu.
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Expectations for the Classroom:
In order to create an effective learning environment, the following are expectations for the
classroom:
1.) Active Participation in Classroom Discussions – Give and Take of Ideas
2.) Involvement Among All Students in Class Discussions
3.) Full Preparation Before Class of Cases and Readings
4.) Quality of Participation is Important, Not Just Quantity
5.) Consistent Participation Throughout the Semester
6.) No Computer Use During Class
7.) No Cell Phone Use During Class
8.) Sit in Same Seats Each Week – According to Seating Chart
9.) Display Name Cards In Front of Seat Each Week
10.) Punctual Arrival at Beginning of Class and After Break
Readings, Cases, Text:
REQUIRED:
PCR:
Packet of Cases and Readings. This packet serves as the textbook and
reader for the course.
Blackboard:
Course announcements, assignments, lecture slides, handouts, and other
course materials will be posted on Blackboard. Please check
Blackboard regularly for posted materials.
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Course Outline:
MODULE I
ANALYZING THE CONTEXT OF GLOBAL/INTERNATIONAL
MARKETING: IMPLICATIONS FOR MARKET ENTRY AND
MARKETING APPROACHES
Week 1
Introduction and Overview
International Marketing Opportunities and Challenges
1/16
Introduction to Course
Week 2
International Marketing Opportunities and Challenges:
Assessing the Cultural and Social Environment
1/23
Reading: Rosenzweig, National Culture and Management (PCR)
McEwen, Fang, Zhang, & Burkholder, Inside the Mind of the Chinese
Consumer (PCR)
Case:
EMDICO (A) (PCR)
Due:
Project Memo # 1
Week 3
International Marketing Opportunities and Challenges:
Entering New Markets and Allocating Marketing Resources
Across Countries
1/30
Reading: Corstjens & Merrihue, Optimal Marketing (PCR)
Chironga, Leke, Lund, & van Wamelen, Cracking the Next Growth
Market: Africa (PCR)
Case:
Grolsch: Growing Globally (PCR)
Week 4
International Marketing Opportunities and Challenges:
Assessing the Economic, Financial, and Technological
Environment
Assessing the Political and Regulatory Environment
2/6
Reading: Prahalad & Hammond, Serving the World’s Poor, Profitably (PCR)
Trumbull & Choi, European Union: The Road to Lisbon (PCR)
Article on European Integration (PCR)
Case:
Citibank: Launching the Credit Card in Asia Pacific (A) (PCR)
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MODULE II
DEVELOPING GLOBAL MARKETING STRATEGIES: TYPES OF
GLOBAL/INTERNATIONAL MARKETING STRATEGIES
Week 5
Global Marketing Strategy:
Understanding the Relationships Between Business Strategy and
Marketing
2/13
Reading: Levitt, The Globalization of Markets (PCR)
Case:
Proctor & Gamble Europe: Vizir Launch (PCR)
Kao Corporation (PCR)
Due:
Project Memo # 2
Week 6
Global Marketing Strategy:
Balancing the Pressures for Standardization vs. Adaptation
2/20
Reading: Quelch & Hoff, Customizing Global Marketing (PCR)
Arnold, Seven Rules of International Distribution (PCR)
Case:
The Universalization of L’Oreal (PCR)
MODULE III
ANALYZING THE PRODUCT CATEGORY SITUATION IN DIFFERENT
MARKETS: IMPLICATIONS FOR SEGMENTATION, TARGETING AND
POSITIOINING
Week 7
International Product and Service Markets:
Analyzing Customers and Competitors
2/27
Reading
Case:
Due:
Week 8
International Product and Service Markets:
Analyzing Company Resources and Level of Market Development
3/6
Reading: Gong, Li, & Li, Marketing to China’s Youth (PCR)
Case:
The National Basketball Association in China: Life After Yao (to be
posted)
Cottle-Taylor: Expanding the Oral Care Group in India (PCR)
Bell & Shelman, KFC’s Radical Approach to China (PCR)
Colgate Max Fresh: Global Brand Roll-Out (PCR)
Assignment # 1
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MODULE IV
DEVELOPING BRANDING AND PRODUCT POLICY IN
GLOBAL/INTERNATIONAL MARKETS
Week 9
Global Product Policy:
Managing Branding and Positioning
3/13
Reading: Holt, Quelch, & Taylor, How Global Brands Compete (PCR)
Porter & Kramer, Strategy and Society: The Link Between
Competitive Advantage and Corporate Social Responsibility (PCR)
Case:
Samsung Electronics Co.: Global Marketing Operations (PCR)
Due:
Project Memo # 3
Week 10
Global Product Policy:
Formulating Product Policy
3/27
Reading: Eyring, Johnson, & Nair, New Business Models in Emerging Markets
(PCR)
Gadiesh, Leung, & Vestring, The Battle for China’s Good Enough
Market (PCR)
Case:
Procter & Gamble: Balancing Global vs. Local Concerns in the
Worldwide Feminine Care Business (PCR)
MODULE V
DEVELOPING ACCESS TO CUSTOMERS IN
GLOBAL/INTERNATIONAL MARKETS
Week 11
The Global Marketing Mix:
Developing the Communications Mix I
4/3
Reading: Haggerty, Pirouz, & Geng, Decathlon China: Using Social Media to
Penetrate the Internet Market (PCR)
Case:
Cola Wars in China: The Future is Here (PCR)
Due:
Project Memo # 4
Week 12
The Global Marketing Mix:
Developing the Communications Mix II
4/10
Reading: Raman, The Global Brand Face-Off (PCR)
Rangan, Chu, & Petkoski, Segmenting the Base of the Pyramid (PCR)
Case:
Mobile Banking for the Unbanked (PCR)
Due:
Assignment # 2
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Week 13
The Global Marketing Mix:
Managing Distribution Channels and Retailing
4/17
Reading: Simanis, Reality Check at the Bottom of the Pyramid (PCR)
Drayton & Budinich, A New Alliance for Global Change (PCR)
Case:
Unilever in India: Hindustan Lever’s Project Shakti -- Marketing
FMCG to the Rural Consumer (PCR)
Week 14
The Global Marketing Mix:
Managing Pricing Policy
4/24
Reading: Assmus & Wiese, How to Address the Gray Market Threat Using
Price Coordination (PCR)
Case:
Tata Nano -- The People's Car (PCR)
Module VI
Review and Integration
Week 15
International Marketing Plans
Presentations of Final Projects
5/1
Due:
Week 16
Exam
5/8
Due:
Final Project Reports
Final Project Presentations
Exam, Wednesday, May 8, 7:00PM-9:00PM
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