MARKETING 3553
INTERNATIONAL MARKETING
TEMPLE UNIVERSITY
FALL 2009
Instructor: Prof. C. Anthony Di Benedetto
Office Hours: To be announced.
E-mail: anthony.dibenedetto@temple.edu
Website: http://sbm.temple.edu/~tonyd
This course is available on Blackboard.
Course Description
This course examines the impact of economic, cultural, political, legal and other
environmental influences on international marketing. Within this context, we will
discuss how to identify and analyze worldwide marketing opportunities, examine
product, pricing, distribution and promotion strategies, and explore comparative
marketing systems.
Several cases have been selected and will serve as a basis of discussion in many of the
class meetings. Some of these are in-depth cases appearing at the end of your text or
online, while others are “short cases” appearing at the end of chapter readings throughout
your text. These cases and short cases cover a broad range of international and global
marketing issues. The cases represent a mix of companies doing business globally.
Preparation, discussion, and analysis of these cases are major components of this course.
On other days we will discuss chapters assigned from the textbook and/or accompanying
videos. In all cases, it is expected you have read the chapters ahead of time and are ready
to participate.
Grading
Case Hand-ins (Group) (3 cases x 10% each).
Case Summaries (Group)
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Term Paper (Group) .
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Class participation (Individual)
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30%
10%
45%
15%
No assignments for extra credit will be offered.
A. Case Hand-ins and Summaries
Form groups of about 3-5 students. Three cases are assigned for hand-in written reports,
worth a total of 30% of your final grade. Each group will prepare a full written report on
each of these three cases (specific requirements for hand-in will be given in class).
There are several other cases and short cases scheduled throughout the semester (see
course schedule). Each group will be assigned to ONE OR TWO short cases (depending
on number of students and groups). For your assigned short case, prepare and hand in a
very short written summary of the case (no more than two pages double-spaced per
group) and be prepared to make a 10-minute informal presentation in front of the class
(details to be discussed in class). I require the written summaries in HARD COPY form,
not e-mails. These summaries and presentations taken together will be worth 10% of your
final grade.
The summaries must be turned in before the class discussion of that case begins. Once
the case is discussed in class I cannot accept the summary.
B. Term Paper
Working within your group, you will turn in a term paper and also present your paper
professionally in front of the class. The quality of the term paper and its presentation in
class, taken together, will account for 45% of your final grade. In your term paper, your
group will write a case report on a specific product or company, the theme of which will
be “international marketing competition.”
Several class periods at the end of the term are reserved for class presentations (see
syllabus). Early in the semester (not later than the end of the fourth week), your group
must submit your topic to me for approval. This submission should be no more than one
page double spaced. At that time, you may request a class presentation date (first come,
first served). I will try to satisfy everyone’s date request wherever possible, but will have
a balanced number of groups across the three dates (that is, not every group can go last).
At the end of the ninth week I would like a short (5 pages double spaced, absolute
maximum) progress report from each group.
Your term paper can deal with any of the marketing issues or problems discussed in this
course (research, segmentation, positioning, product development, pricing strategy,
advertising strategy, etc.). You should provide the required company and industry
background, and as much information as you can about the specific product or company
issue you are studying. Use a decision-making perspective. That is, write in such a way
as you are illustrating how the company made a marketing decision. Again, this will vary
from paper to paper, and could be a segmentation decision, a new product decision, an
advertising decision, etc. Multiple decisions are also acceptable.
Term paper length should not exceed 15 double-spaced pages total, including figures,
exhibits, tables, etc. Please include your references at the end of your paper. Lack of
appropriate citation of your sources (including web pages and electronic publications)
constitutes plagiarism.
For the class presentation, PowerPoint is required, and your group should also distribute
to the class a one page summary of the marketing decision you are illustrating. Although
it is not required, it is certainly desirable if you can spice up the presentation with the use
of videotaped or downloaded ads, visits to the company and/or product website (in
particular the international websites), recommended advertising campaigns, and the like.
Be creative, strive to educate the class but also do not lose sight of the need to make it
interesting and even entertaining!
C. Class participation
Participation is worth 15% of your final grade. Pease note the heavy emphasis on class
participation in the grading scheme. Participation is absolutely essential. You will get a
lot more out of the course by being a frequent contributor to class discussions. Since
there is heavy emphasis on the short cases, the most obvious way to earn many
participation points is to be a frequent, prepared participator in the short cases.
There are many other ways to earn participation points. Ask interested questions in class;
read the chapters and be prepared to contribute to the discussion; read the business press
and bring examples of good/bad/unusual international business practice for the class to
discuss; and in short, show an active interest in the course.
Please inform me before class starts if you are unprepared for the class discussion. I will
assume if I don’t hear from you that you are ready to respond if I choose you at random
for class participation.
Materials
Kotabe and Helsen, Global Marketing Management, 4th Edition, Wiley.
ISBN: 978-0-471-75527-2
Additional cases are available on the text website:
http://www.wiley.com/college/kotabe
Follow link to “Student” then to “Additional Case Studies.”
Several useful links are included on the External Links page on Blackboard.
Other materials may be made available by the instructor.
Notes
The instructor reserves the right to make changes to the syllabus at any time.
Announcements made in class will be deemed sufficient notice.
Policy on late assignments: No late assignments can be accepted under any
circumstances.
SCHEDULE – MARKETING 3553 (250) – FALL 2009
INTERNATIONAL MARKETING
Sept. 1
Introduction to Course
Sept. 3
Ch. 1 (including Appendix): The Globalization Imperative
Sept. 8
Ch. 2: Global Economic Environment. GROUPS MUST BE CHOSEN
Sept. 10
Ch. 3: Financial Environment. CASE: Samsung (p. 107)
Sept. 15
Ch. 4: Global Cultural Environment. CASE: Benetton (website)
Sept. 17
Ch. 5: Political and Legal Environment. CASE: Coca-Cola in
India (p. 193)
Sept. 22
FIRST HAND-IN CASE: Motorola: China Experience (website)
Sept. 24
Ch. 6: Global Market Research. CASE: Creative Technology (p. 245)
LAST DATE TO SUBMIT TERM PAPER TOPIC
Sept. 29
Ch. 7: Global Market Segmentation and Positioning
CASE: Anheuser-Busch International: Latin America (p. 632)
Oct. 1
Ch. 8: Global Marketing Strategies. CASE: GM & Ford (p. 279)
Oct. 6
Ch. 9: Global Market Entry Strategies.
CASE: Starbucks Coffee: Expansion in Asia (website)
Oct. 8
CASE: Volkswagen in China (p. 637)
Oct. 13
Ch. 10: Global Sourcing Strategy. CASE: BenQ (p. 315)
Oct. 15
SECOND HAND-IN CASE: Ceras Desérticas (website)
Oct. 20
Ch. 11: Global Product Policy Decisions: New Products.
CASE: Curiously Strong Mints (Altoids) (p. 404)
Oct. 22
CASE: Danone: Marketing the Glacier (website)
CASE: iPod in Japan (website)
Oct. 27
Ch. 12: Global Product Policy Decisions: Marketing Products and
Services. CASE: Honda in Europe (p. 627)
Oct. 29
Ch. 13: Global Pricing; CASE: Pepsi One (website)
PROGRESS REPORT ON TERM PAPER DUE
Nov. 3
Ch. 14: Communicating with the World Consumer. CASE: Nokia (p. 472)
CASE: BMW Marketing Innovation (website)
Nov. 5
Ch. 15: Sales Management. CASE: Hilton (p. 503)
Nov. 10
Ch. 16: Global Logistics and Distribution.
CASE: Wal-Mart in Brazil (p. 643)
Nov. 12
THIRD HAND-IN CASE: Herman Miller (website)
Nov. 17-19
Ch. 17: Export and Import Management.
CASE: Sony Grey Markets (p. 566)
Nov. 19
Ch. 18: Global Marketing Operations.
CASE: P&G Organization (p. 592)
Nov. 24
Ch. 19: Global Marketing and the Internet, CLASS PRESENTATIONS
Dec. 1-3
CLASS PRESENTATIONS
Dec. 8
CLASS PRESENTATIONS – ALL TERM PAPERS DUE