Winter 2010 - DRAFT
M & W: 7:30 – 9:15 PM
SB 205
Jonathan Taylor
Office Hours: Fisher Hall 250 (By appt.)
1/18 (M):
1/20 (W):
1/25 (M):
1/27 (W):
1/6 (W):
1/11 (M):
1/13 (W):
Email: taylor.1457@osu.edu
Text: International Marketing. Cateora & Graham
Case Packet: Cop-Ez
Daily Schedule & Assignments (Subject to change)
1/4 (M): Course Introduction
1) Syllabus a) Building the foundation for a global marketing mindset b) Developing global marketing skill sets
2) Assignments a) Text Reading b) Case Discussion c) Class Participation
Topic: International Marketing
Objective: To introduce the forces behind international marketing
Text: Chapters 1 & 2
Packet: Lincoln Electric: Lessons From International Expansion
Topic: Culture and Markets
Objective: To study the concepts associated with culture in global marketing
Text: Chapters 3, 4 & 8
Topic: Culture and Markets (Case)
Objective: To
Packet: discuss culture’s impact on marketing in a business setting
Case Discussion: L’Oreal of Paris – “Class to Mass”
Holiday
– No Class
Topic: Global Marketing and Local Sales Segmentation
Objective: Study concepts associated with global businesses that have distinct, local markets
Text: Chapters 5, 14 & 17
Topic: Global Marketing and Local Sales Segmentation (Case)
Objective: To discuss how marketers combine global marketing with local market needs and brands in a business setting
Packet: Case Discussion: Aladdin Knowledge Systems
Topic: International Advertising
Objective: To study the concepts associated with international advertising and positioning strategies

3/1 (M):
3/3 (W):
3/8 (M):
3/10 (W):
3/15 (M):
2/22 (M):
2/24 (W):
2/10 (W):
2/15 (M):
2/17 (W):
2/1 (M):
2/3 (W):
2/8 (M):
Text: Chapter 16
Topic: International Advertising (Case)
Objective: To discuss international advertising and communications
Packet: Case Discussion: IKEA Invades America
Exam Review
EXAM 1
Additional details will be communicated
Topic: Product Brands in International Markets
Topic: International Pricing
Objective: To study the concepts associated global product branding & Pricing
Text: Chapters 12, 13 & 18
Topic: Product Brands in International Markets (Case)
Objective: To discuss the benefits and challenges associated with global brands in a business setting
Packet: Lenovo: Building a Global Brand
Topic: International Market Planning
Objective: To study the concepts associated with planning for global markets
Text: Chapter 11, Appendix: pg. 586
Topic: International Market Planning (Case)
Objective: To discuss the importance of global planning in a business setting
Packet: Silvio Napoli at Schindler India
Topic: Emerging Markets
Objective: To study the concepts associated with marketing for emerging markets
Text: Chapter 6 & 9
Packet: Gillette Indonesia
No Class
– Case Preparation (Professor available for team meetings)
Case Presentations
Case Presentations
Exam Review
FINAL EXAM

Grading
Class Participation (20% of grade)
Students are expected to participate in classroom learning through comments, active listening and discussion with other students. Cl ass participation is an important part of this course’s learning experience and I will actively monitor attendance, preparation and contribution to the classroom environment as components of your participation grade.
During class time, you may be asked qu estions about the day’s reading or case assignments. Case discussions may require you to take a position and defend a point of view. Additional note will be made of those students who add the introduction of timely, outside topics to classroom discussion. Finally, courtesy is to be shown at all times during class discussion.
Please Read Carefully
– To reduce subjectivity as much as possible, I grade participation along the following guidelines:
A Level (A, A-) contributors attend every class or specifically clear an absence beforehand. These students are consistent, valuable contributors to the class discussion - not just by asking questions or restating comments, but by actively forwarding the discussion along with experiences and insight. They are aggressive in engaging in the class debate and eager to shape the discussion.
B-Level (B+,B,B-) contributors are those who attend regularly and who are active contributors to the class. These students pay good attention, ask questions, and make consistent comments/insights.
C-Level (C+,C,C-) contributors are those who attend class regularly, but rarely involve themselves in the discussions. At times they might comment or ask a question to clarify a point, but that is generally the extent of their involvement. I'm not saying everyone in this group doesn’t pay attention in class (some of the people in this category will do fine on exams and in the class project), but they do not really "participate" in class.
D and E Level contributors miss class frequently and/or do not involve themselves in class discussion.
In order to facilitate everyone getting to know one another, please bring a name tent to class. Please note that assigned seating may be necessary.
Case Presentation (20% of grade)
Near the middle of the term, students will be divided into teams and asked to prepare a presentation and supporting write-up for class. Cases will be provides to students and grades will be awarded based on team performance with an option to recognize notable individual effort. Additional details (e.g., document / presentation length, focus, etc.) will be communicated; however, student should be aware that the case assignment is an opportunity to demonstrate knowledge and mastery of course learnings – direction will be given by guidance is limited by design. Students are encouraged to be creative and demonstrate leadership skills.
Case assignments will be due the Wednesday prior to the first class presentation. Both the presentation and word file must be submitted by no later than 3pm; there are no changes allowed to either document after the submission deadline. No changes in team membership are allowed once the project has begun. Team members are expected to treat one another with respect and handle any differences of opinion professionally within your team structure.
Exams (60% of grade: 30% each)
You will have two exams that will cover class discussion and readings. Exams may consist of multiple choice and essay questions. Cases may also be used to test practical knowledge. The final exam will focus primarily on those topics presented after the first exam – although I reserve the right to include core topics from any early discussions in the final exam. Additional details on exams will be provided. Exam absences are allowed only in case of emergency
– no exceptions – and must be verified and made up at the earlier possible date.
Additional Comment
Please note that I will use the OSU standard grading scheme. Please note that in order to achieve a particular grade you must reach the associated percentage threshold outlined by the grading scheme without rounding.