Zicklin School of Business
Baruch College
Department of Marketing
MKT 9766: International Marketing Management
Spring Semester 2008
Course:
MKT 9767
Code:
Section:
Bldg:
Room:
time
1921
TR6A
VC
12-224
Tues-Thurs
Instructor: Edward Goldberg (“Prof. Goldberg” or just
“Eddie is fine)
www.annisagroup.com
Ref:
edg@annisagroup.com
E-mail:
914 441 3180 (cell)
Phones:
914 739-2221
Fax:
Conferences-before or after class or by
6:00-7:15
appointment
PM
E-mail is the preferred medium of correspondence and is checked regularly. Please
check your Baruch email and Blackboard before each class for any late postings.
COURSE OVERVIEW
This is an advanced course for students concentrating in international business or international
marketing, which will examine the processes and the means by which companies can successfully
extend their marketing operations internationally and eventually globally. It aims to provide future
managers with the frameworks, knowledge, and sensitivities to better formulate and effectively
implement marketing plans in various countries and regions of the world.
Specifically, this course will cover the added dimensions introduced into the marketing mix for
companies operating beyond their national boundaries. This will include issues of extension versus
adaptation of product lines, global versus local advertising, international pricing strategies, selecting
and managing distribution channels in different regions of the world, and managing international
brands and products.
At the end of this course, you should be able to:
1. Assess the potential for marketing products and services to other countries or regions in light
of differences in their economic, social, cultural, and political environments.
2. Understand the considerations involved in developing a marketing strategy following global
vs. local market segmentation, targeting, and positioning.
3. Develop global and local product, pricing, promotion, and distribution policies to take
advantage of similarities and differences across markets.
4. Design and implement a market entry strategy and make intelligent decisions regarding the
organization of global marketing efforts.
5. Understand the mindset, skills, and experience necessary to become a global marketing
manager.
REQUIRED TEXTS
1. “Global Marketing,” 4th Edition, Warren J. Keegan and Mark C. Green, Upper Saddle River,
NJ: Prentice Hall, ISBN: 0-13-146919-3.
2. MKT 9766 Case Packet, Prentice-Hall.
3. Additional readings from other sources, such as The New York Times, Harvard Business
Review, The Economist, or The Wall Street Journal. Assigned newspaper articles can be
printed out through the library website. I will show you how this is done at the beginning of
the semester.
Extra Credit Readings
“Origins of Wealth- Evolution, complexity and radical remaking of economics” by Eric D.
Beinhocker, Harvard Business School Press 2006 or “Blue Ocean Straqtegy: How to Create
Uncontested Market Space and Make Competition Irrelevant” by W. Chan Kim and Renee
Mauborgne- Harvard Busineess School Press Feb 2005
ASSIGNMENTS AND GRADING
There will be two exams and two case studies. Each exam will consist of 20 multiple choice
questions worth 2 point each and five short-answer essay questions worth 12 point each.
You can choose which two of the five case studies we discuss in class to write up. Note that even
though you will only write up two cases, you need to be able to discuss in class all five.
SUMMARIES: Write a three-page minimum double spaced summary of what you learned during
the preceding month of classes. Include your reflections on readings and/or discussions. Submit a
hard copy. 5 points will be deducted if handed in past the deadline or if less than 3 full pages of text.
Full credit otherwise.
ATTENDANCE:
Baruch is the most ethnically diverse college in the world. Since this course focuses on international
markets, sharing your diverse views is critical for this class’s success. Absences, late arrivals or early
departures will be reflected in Class Participation. Every student is permitted only two absences. 5
Points will be deducted for each additional absence. If you miss more than 3 classes “including” the
allowed absences please speak with me immediately.
Students are expected to attend class regularly and participate in class discussions. Please turn off
cell phones before class and keep them turned off for the duration of the class. Coffee, drinks, snacks
etc are allowed.
Readings:
Assigned book chapters, articles, and cases should be read before class.
Case Studies:
The case study write-ups will be done in groups of five students each. Case write-ups are due on the
day they are discussed in class. The specific due date for each case is listed on the course outline. Use
APA or MLA formatting. Papers are to have 10 pages minimum of main subject text, double-spaced,
12 Font, excluding the title page, References, Appendices, etc. Hard copies of your Case Analysis to
be handed in by the deadline. Papers forwarded to the instructor after the deadline will lose 8 points.
Papers less than 10 full pages will lose 5 points. Papers that do not follow this exact format will lose
5 points. All other papers will receive full credit. Use the following case analysis format EXACTLY
as follows:
I.
Executive Summary
One or two brief paragraphs just to briefly introduce the analysis topic.
II.
Key Problems and/or Issues
List from the Case some significant problems and/or issues related to the course topics and readings.
Simply list these here without much elaboration (leave that to part III below).
III.
Analysis and Evaluation
Evaluate the problems/issues and support this evaluation with some facts. If you add exhibits or
documentation, reference and discuss them – do not just tack them onto the paper. Relate your
analysis to the text material and other references, and cite all references. Supplement with online
sources and/or current magazines or newspapers. This section should form the bulk of the paper.
IV.
Recommendations & Plan of Action
Do not attempt to find the perfect solution. Just try to find a workable solution. Choose a few
alternative recommendations and then pick a strategic plan of action after weighing some pros and
cons of each. Try to be specific and not too general with your recommendations. Once you have
decided on a plan of action, specifically state what should be done, who should do it, and when it
should be done, etc.
V.
References
MUST use APA or MLA format! (See “Academic Honesty & Referencing” below)
VI.
Appendices (If applicable)
There is a strict upper limit of ten double-spaced pages of text (with an additional three pages of
exhibits). Please use standard margins (at least 1") and conventional font size (12 point). If light
cannot escape the gravitational pull of your spreadsheets, then you have made them too dense.
Some general guidelines for preparing an effective write-up are:
1.
Provide a coherent, well-organized analysis.
2.
Be concise. Do not spend time rehashing or paraphrasing the details of the case.
3.
Focus your specific recommendations on the important issues in the case.
4.
Tie your exhibits to the text of the report.
Grades:
Your final grade will be based on the following:
Exams –
1/3
Case Studies – 1/3
Participation: - 1/3
Please note that participation does not mean class attendance. If you never participate in class
discussions or answer questions during the lecture, you will receive 0 points for participation – even
with a perfect attendance record.
The total number of points you receive during the course determines your final grade. Grades will be
assigned as follows, in accordance with College policy:
Grade
Points Equivalent
A
AB+
B
BC+
C
CD+
D
F
93.0 – 100.0
90.0 – 92.9
87.1 – 89.9
83.0 – 87.0
80.0 – 82.9
77.1 – 79.9
73.0 – 77.0
70.0 – 72.9
67.1 – 69.9
60.0 – 67.0
below 60
Academic Dishonesty:
Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and
collusion in dishonest acts undermine the college's educational mission and the students' personal and
intellectual growth. Baruch students are expected to bear individual responsibility for their work and
to uphold the ideal of academic integrity. Any student who attempts to compromise or devalue the
academic process will be sanctioned.
See http://www.baruch.cuny.edu/academic/academic_honesty.html if you are unsure what actions
constitute academic dishonesty, and how such actions may be punished.
Cheating is the attempted or unauthorized use of materials, information, notes, study aids, devices or
communication during an academic exercise. Examples include but are not limited to:
• Copying from another student during an examination or allowing another to copy your work
• Unauthorized collaborating on a take home assignment or examination
• Using unauthorized notes or electronic devices during a closed book examination
• Taking an examination for another student
• Asking or allowing another student to take an examination for you
• Changing a corrected exam and returning it for more credit
• Submitting substantial portions of the same paper to two classes without consulting the
second instructor
• Preparing answers or writing notes in a blue book (exam booklet) before an examination
• Allowing others to research and write assigned papers including the use of commercial term
paper services
Plagiarism is the act of presenting another person's ideas, research or writing as your own:
• Copying another person's actual words without the use of quotation marks and footnotes (a
functional limit is four or more words taken from the work of another)
• Presenting another person's ideas in your own words without acknowledging them.
• Using information that is not considered common knowledge without citing the source.
My policy is to give a failing grade to any assignment that has been plagiarized or an exam in which
you have cheated. In addition, I am required by College policy to submit a report of suspected
academic dishonesty to the Dean of Students office. This report becomes part of your permanent file.
COURSE OUTLINE
#
Date
Topic
Chapter
1
Tues. 1/29
Course Introduction
2
Thurs. 1/31
Economic Environment
3
Tues. 2/5
Social/Cultural Environment
4
4
Thurs. 2/7
Political/Legal Environment
5
5
Thurs. 2/14
Discussion: Vietnam Entry Decision Case
6
Tues. 2/19
Review
Other
1
2&3
Group Names &
Members Due
Global governance,
national strategies: how
industrialized states
make room to move
under the WTO. By:
Weiss, Linda. Review
of International
Political Economy,
Dec2005, Vol. 12 Issue
5, p723-749, 27p,
Vietnam Entry
Decision Case Writeup Due
1-5
7
Thurs. 2/21
Global Marketing Research
6
8
Tues. 2/26
Segmentation, Targeting & Positioning
7
9
Thurs. 2/28
Exporting, Importing
8
Agarwal, Manoj K.
“Developing Global
Segments and
Forecasting Market
Shares: A
Simultaneous
Approach Using
Survey Data.” Journal
of International
Marketing 11, no. 4
(2003), 56-80.
“Frito-Lay Adds
Spanish Accent to
Snacks,” WSJ, 5/22/02
WHO BEARS THE
BURDEN OF U.S.
NONTARIFF
MEASURES? By:
Clark, Don P.; Bruce,
Donald. Contemporary
Economic Policy,
Apr2006, Vol. 24 Issue
2, p274-286, 13p; DOI:
10.1093/cep/byj001
10
Tues. 3/4
Exporting, Importing
8
11
Thurs. 3/6
Discussion: Bajaj Auto Ltd. Case
12
Tues. 3/11
Global Market Entry Strategies
9
13
Thurs 3/13
Discussion: Laura Ashley Case
9
14
Tues. 3/18
Strategic Elements of Competitive
Advantage
15
15
Thurs. 3/20
Mid Term Exam I
6-9
15
16
Tues. 3/25
Product & Brand Decisions
10
17
Thurs. 3/27
Product & Brand Decisions
10
18
Tues. 4/1.
Discussion: Henkel KGaA Case
19
Thurs. 4/3
Global Distribution
12
20
Tues. 4/8
Global Distribution
12
21
Thurs. 4/10
Pricing Decisions
11
22
Tues. 4/15.
Pricing Decisions
11
US and Them- The
enduring power of
Ethnic Nationalism by
Jerry Z Muller,Foreign
Affairs- March/April
2008
Bajaj Auto Ltd. Case
Write-up Due
“GM takes a Leap of
Faith into the Russian
Car Market,” NYT,
9/21/02
Laura Ashley Case
Write-up Due
“A Low-Budget Cola
Shakes Up Markets
South of the Border,”
WSJ, 10/27/03
Henkel KGaA Case
Write-up Due
Barriers to ‘US style’
lean retailing: the case
of Wal-Mart’s failure
in Germany-by Susan
Christopherson Journal
of Economic
Geography 7 (2007)
Published on 14 May
2007
“Falling Apart at the
Seams,” Financial
Times, 4/6/01
23
Thurs. 4/17
Discussion: DHL Worldwide Case
24
Tues. 4/29
Global Marketing Communications I
13
25
Thurs. 5/1
Global Marketing Communications II
14
26
Tues. 5/6
Leading, Organizing & Controlling
16
27
Thurs. 5/8
Digital Revolution & Electronic
Marketplace
Review for Exam III
17
28
Tues. 5/13
Review
Thus 5/15
Final Exam
10-14
16-17
DHL Worldwide Case
Write-up Due
“Volkswagen revamps
Beetle Campaign,”
NYT, 4/9/01
INSTRUCTOR’S BACKGROUND
Edward Goldberg is President of Annisa Group a consulting company which specializes in
creative trade and debt financing for mid size American, Russian and Eastern European
companies .He is a recognized expert on international trade and trade finance. He has represented
the US State Department at the Conference on International Relations and Problems of
Globalization in St. Petersburg, Russia where he delivered the opening address. He was a
member of Senator Kerry’s Russia and CIS policy team for the 2004 United States Presidential
Election.
He has written extensively on such subjects as US-European and US-Russian relations,
Globalization, the U.S. Dollar policy and America’s tax and investment policy. His essays have
appeared in the Chicago Tribune, The Baltimore Sun, American Foreign Policy Interests, and
Trade and Investment Magazine. His essays on US-Russian relations and American Foreign
Policy have also appeared several times as the cover article in the Globalist.
Under the auspices of the Kennan Institute in Washington and the Harriman Institute of Columbia
University in New York, Mr. Goldberg chaired and spoke on a series on US-Russian and Soviet
Relations.
He frequently speaks on US-Russian/CIS economic and political relations. He has been
interviewed on this subject by CNBC Television, Public Radio, CBS radio, and the Associated
Press Radio as well as Russian State Television.
He has lectured at the European Union Studies Center, The Graduate Center, The City University
of New York on US-Russian relationships and on International business and Trade at the Lubin
Graduate School of Business, Pace University. Mr. Goldberg has also testified before the United
States Senate on International Trade matters.