MARK 5331
International Marketing (EMBA)
Business Building
Room 254
1-5 pm
Professor:
Dr. Xueming Luo
Eunice & James L. West Distinguished Professor
Professor of Marketing
Office:
Business Building, Room 225
Department of Marketing/ UTA
(817) 272-2279
Marketing Department, Box 19469
luoxm@uta.edu
Telephone:
Mailbox:
E-mail
Course Materials

Text: International Marketing, 15th ed. by Cateora and Graham, McGraw-Hill Irwin,
2011 (ISBN 978-007-352994x).

Harvard Cases

Class handouts (readings, etc.)

BusinessWeek, Fortune, Harvard International Review, http://china.adage.com/, China
Business Review, and Harvard Business Review (Highly Recommended)

Course website (http://wweb.uta.edu/faculty/luoxm/). You may download chapter
PowerPoints slides, lecture outlines, presentation schedules, learning tips, jokes, etc.
Course Objectives and Learning Outcomes
Students learn and appreciate the impact of socio-cultural, economic, technological,
governmental, and demographic factors on the international marketing mix. These learning
outcomes can be assessed based on the grading method as detailed subsequently. 3 hours
credit - Prerequisite: MARK 3321.
1
Course Outline (tentative; changes could be made randomly in class)
Date
Content / Assignment
Key Activities
Jan 7
Chapter 1: Scope and Challenge of International Marketing
Video: Marketing 101
Chapter 2: Dynamic Environment of International Trade
Special issues on China & India
Video: Starbucks
Assignment: Event Projects assigned
English Languages Game
Case #1 : A New World Economy (The ‘00s stock returns)
The New Man in China Xi
Video: High-tech toilet
Case #2 : Asia Rising Stars
Case #3 : Fortune Global 500 (Biggest Chinese firms)
Video: Wal-Mart in China
Case #4 : Timeline to Shanghai/China market Nielsen report
Case #5 : Italian Jobs from China
Case #6 : China’s new e-commerce
Case #7: Facebook in Mandarin?
Case #8 : QQ in China
Case #9 : Huawei China
Case #10: World innovators (Top Chinese Innovators)
Case #11: Hyundai smokes (World car market share)
Case #12 : Ford’s vision in China and India (China car market
share)
Case #13 : BMW new car/China Electric Car
Case #14 : Buffett’s Electric Car (BYD)/Why buy Electric Car
Case #15 : Closing for business/China Hype/Bubble Trouble
Case #16 : The Trouble with India/Nano to India/Holding India
Back
Case #17 : China’s Amazing Bullet Train/US High-Speed Rail
Session Discussion: BYD enters USA (Yes/No, the 4Pc+3Cs)
Video: High-tech toilet
Video: Marketing 101
Video: Wal-Mart in China
Quiz
2
Jan 8
Chapter 4: Cultural Dynamics in Assessing Global Markets
Chapter 5: Culture, Management Style, and Business Systems
Assignment: Event Projects started
Culture Simulations
Game
Video: Skating Baby
Video: Las Vegas in
Macao
Case #18 : World languages of hello, goodbye and thank you
Case #19: China’s Eroding Advantage/Can China Clean Up?
Video: Mexico and South
America
Case #20 : Nokia’s Bid to Rule the Mobile Web
Case #21 : Motorola: Fading in China
Case #22 : HP Beats Dell (Acer)
Case #23 : YouTube hits Google
Harvard Cases:
Video: India’s Economy
and Foreign Markets
Youtube.com many
foreign country video
Good Companies Introduce More New Products F1204C
Beating the Market with Customer Satisfaction F0703H
Analyzing Consumer Preferences 9-599-112
Angels and Devils 9-506-007
Session Discussion: Angel vs. Devil customers in your company
(how to satisfy angels and fire devils, the 4Pc+3Cs)
Quiz
Jan 9
Chapter 8: Marketing Research
Chapter 9: Emerging Markets and Market Behavior
Case #24 : Mercedes Research Survey Questionnaire
Case #25 : To 50 US Market Research Firms
International Money $
Showcase Harvard Case
Mercedes&Chrysler
BMW trailer
Case #26 : China Market Research Strategies
Case #27 : China MBA boom/Go east MBA
Case #28 : Chinese Companies Wooing Execs from MNCs
Case #29 : BRIC weakest/ Large economies of poor people
Case #30 : Just How Scary is Russia
Case #31 : The New Silk Road/Qatar /Debt in Dubai / China in
Iraq
Case #32 : How Korea succeeds
Case #33 : The Rise of the Maghreb: Africa
3
Case #34 : How Brazil Out farmed US
Case #35: China’s New Frontier (Huawei and ZTE)
Session Discussion: Market/Consumer research in your company
(what types, the 4Pc+3Cs)
Quiz
Jan 10
Chapter 12: Global Marketing Management: Planning and
Organization
Chapter 13: Products and Services for Consumers
Case #36 : Foxconn vs. Apple
Video: Samsung global
ads International Music
Showcase
BNSF in China
Case #37 : Smart Car from Mercedes/ Small Cars /Mercedes Skid
Case #38 : World Outsourcing
Video: Harley Davison
Case #39 : 100 World Brands
Case #40 : World Brand Index
Case #41 : China’s Power Brands/ Thousand Brands Bloom in
China/ Geely and Li Ning
Case #42 : Apple History/CEO/innovative products
Case #43 : China Design/Green skyscraper in Guangzhou
Session Discussion: Disney in China or India
(weakness/strength)+entry mode (strategic choices)
Session Discussion: Market smart car in China (Research, the
4Pc+3Cs+brand+product components)
Video: Smart car 1
Video: Las Vegas in Macao
Harvard Cases:
Why Long CEO Tenure Can Hurt Firm Performance
Quality Kitchens Meat Loaf Mix DS-84/A by Stanford
SPSS Data Analyses
Quiz
Jan 11
Chapter 15: International Marketing Channels
Channel Simulations
4
Investment Game
Case #44 : CEO of Wal-Mart
Case #45 : Wal-Mart in China/ Wal-Mart’s Big Moment/ Why
Wal-Mart fails in Japan
Case #46 : Best Buy, Marketing Goes Micro/Best Buy wants your
junk
Case #47 : Is Dell Too Big
International
Cloth/Culture Showcase
Video: Germany, France,
Italy
Case #48 : Acer Chases HP/ HP Beats Dell/ Dell’s new strategy
Case #49 : Mega-Malls of the World
Case #50 : Lesson from a Global Retailer: Carrefour China
Video: Honda North
America
Session Discussion: Dell vs. HP in China (direct channel; SWOT;
CSF)
Quiz
Jan 13
Harvard Case with Group Homework due 1pm:
BMW films 9-502-046
Group PPT Presentation
Jan 15
Chapter 16: Integrated Marketing Communications and
International Advertising
Chapter 18: Pricing for International Markets
Video: Best collections of
Cola wars around the
global
Youtube.com
Case #51 : World Top Advertisers
Video: Thailand
Case #52 : China Ad market Nielsen report
Case #53 : Coke vs. Pepsi: The Slugfest in China
Case #54 : Wahaha no laughing matter
Case #55: World Richest People
Distinguished Guest:
Ex-president IBM China
(John Burgoyne &
Nancy)
Case #56 : Ad Price-Sunday Night Football TV shows
Case #57 : High price clock market
Case #58 : World Big Mac Price /Microsoft’s pricing strategy
Case #59 : The World Richest City, Not Bubai
Case #60 : The China Price
5
Video: Best collections of Cola wars around the global
Session Discussion: Best/worst ads (Ad CSFs in USA vs. China)
Quiz
Jan 16
Shuttle Bus to Corporate Visit:
BNSF.com
Bring your passport/UD Driver License
Quiz
Jan 17
Chapter 17: Personal Selling and Sales Management
Chapter 19: Negotiations
Video: Japanese Small
Hotel
Video: Lenovo
Case #61: The 10 highest-Paid CEOs/CEO Pay drops 2010
Case #62 : China Mobile’s Hot Signal/World Mobil Market Data
Case #63 : HP Declares War on Counterfeiters
Case #64 : Ikea with Chinese Characteristics
Case #65 : China’s Stimulus Goes to Work
Case #66 : Shanghai Auto—the world’s next great car company
Case #67 : World HDTV Vizio beat Sony
Video: Disneyland in
Hong Kong
Videos: eight negotiation
situations in four
countries (Mexico,
Germany, China, and
Japan –United States’
biggest partners)
Case #68 : Foxconn and Apple
Session Discussion: IBM hiring Sales Director Asia (shi/ren
debate)
Quiz
Jan 18
Group Homework due 1pm:
“Chinese Companies Going Global”
Conclusion
Group PPT Presentation
6
Grading method
You have a total of 500 points. The final grade will be the weighted average of the points
of quizzes, individual event presentation, and group Harvard case write-up. Please keep
tracking your points throughout the semester.
Requirement
Points
Weights
Quizzes
200
40% (=200/500)
Individual Event Project
100
20% (=100/500)
Group Harvard Case PPT presentation #1
100
20% (=100/500)
Group PPT presentation #2
100
20% (=100/500)
TOTAL
500
100% (=500/500)
^ group member peer evaluation scores will be counted. See the Peer Evaluation Form.

90% and above = A, 80% to 89% = B, 70% to 79% = C, 60% to 69% = D, and below
60% = F.
Quizzes: Multiple quizzes will be given. Quizzes will be given randomly at the beginning
of the class, during the class, or at the end of the class.
Class Participation: Your full attendance to all classes is expected. Read the class material
ahead of time and be prepared for questions (I will have a lot of ‘cold’ questions for you).
Individual Event Projects: Each student can make one oral presentation in class and turn
in the article summary. Your event project will be evaluated based on your summary
quality and presentation communication skills. You have 5 minutes for the presentation.
Group Harvard Case Write-up. Form a 4 or 5-person group in case studies and turn in
the assignment as a group. Details will be given in class*.
Each group will make 2 PowerPoint-based presentations in class for the 2 required Harvard
Cases. Each presentation will last about 30 minutes.
* please power off or mute cellular phones. You cannot read newspaper, solve the
crossword puzzle, or do anything not related to the class.
7
MARK 5331
International Marketing
Peer Evaluation Form
Project Title: _____________________________________ Date: _______________
Please submit to me individually – so that your group members would not see it.
Rate your group members as follows:
Effort*
Quality*
My Name:
_______
_______
Group member: ____________________________ (#2)
_______
_______
Group member: ____________________________ (#3)
_______
_______
Group member: ____________________________ (#4)
_______
_______
____________________________ (#1)
Group member: _____________________________ (#5) +_______ + _______
= 100 pts.
=100 pts.
Write down some comments about your group:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
8
MARK 5331 Individual Event Projects

Each student is expected to make one individual oral presentation in class during the
semester. Select one current (less than 4 weeks old) article related to international
marketing from BusinessWeek, Fortune, Harvard Business Review,
http://china.adage.com/, and the Wall Street Journal.

Follow the format in below for both presentation and PPTs (with 10 slides). Please
remember that you should turn in a hard copy of the PPTs (fit the slides in one page, 2sided) and the article (stapled together) to me at the beginning of the class due. You
should keep a separate copy for your presentation. You need also email me a soft copy
of your powerpoint before the class due.
(Your last name, first name)
(title, source, and date of the article*)
The introduction (you name, and short summary of the article)
The foreign country mentioned in the current article (get more information from the
websites for Country Information):
1. the foreign country’s profile, your own experience (if any), google.com search
culture shocks, and marketing in that country, youtube.com find videos of that
country, and google.com search jokes, interesting facts, business culture in that
country.
2. compare the country against China (In your oral presentation, feel free to use real
examples/products, such as food, music, clothing,… from that country to
demonstrate.)
http://dir.yahoo.com/Regional/countries/ , https://www.cia.gov/library/publications/the-worldfactbook/index.html , http://www.countryreports.org/
The chapter concept mentioned in the current article:
3. the concept (the key definitions in the end of each chapter of the textbook; you can
get the concept from paragraph headings too) in the assigned chapter mentioned/
applied in this current article
The conclusion:
4. your thoughts (2 most important points) on how this article and the chapter concept
can help a local firm** (or your own company) to marketing better or sell more in
the foreign country
**You select any big firm you are comfortable with.
Oral presentation time= 8 minutes in class for each, (red card shown means that it is time for
conclusion)
You need to find an article that addresses one foreign country and a key term/definition of the
chapter assigned to you.
9
MARK 5331 Group PPT Presentation #1

Please remember that you should turn in a hard copy of the PPTs to me at the beginning of the
class due. You should keep a separate copy for your presentation. You need also email me
(luoxm@uta.edu) a soft copy of your PPTs before the class due. Rehearsal is the key to better
grade.
Harvard Cases Assignment
For the Harvard Case of BMW Films, each group will make PowerPoint-based presentation in
class for the Harvard Case of BMW Films. Each presentation will last about 35 minutes (about 40
PPT slides). Select one major competitor of BMW in luxury car markets (e.g., Mercedes, Audi,
Lincoln, Cadillac, Lexus, Porsche) and then answer questions in below in the PPTs.
BMW Films 9-502-046
1. Compare the competitor your group selected against BMW (4P+3C, brand, market
segment/positioning, SWOT, customer relationship management, critical success factors, service
quality, selling techniques, product samples/ad videos, research data analyses)
2. Contrast the hosting countries’ culture of the competitor again BMW (below)
the foreign country’s profile, your own experience (if any), google.com search culture shocks,
Hofstede culture index, and marketing in that country, youtube.com or tudou.com find videos of
that country, and google or souhu search jokes, interesting facts, business culture in that country
compare the country via (economy, population, industry, imports, exports, brands, ads, education,
government, food, music, clothing, etc.) http://dir.yahoo.com/Regional/countries/ ,
https://www.cia.gov/library/publications/the-world-factbook/index.html ,
http://www.countryreports.org/
3. Was the BMWFilms idea a good one? What was the motivation behind the idea? How successful
has the campaign been? Write down a table to compared traditional advertising campaign against
BMWFilms. What are the innovations in terms of new products, marketing communications, and
social media advances in the competitor firm your group selected (use more current data than the
case)?
4. Who is the BMW target customer? Describe the typical North American BMW customer. How
does BMW’s U.S. customer base compare to that of the competitor you selected (use more current
data than the case)?
5. From this BMW case, offer your group’s 3 key take-away points on how a big Chinese company
can do the marketing better and sell more in global markets.
10
MARK 5331 Group PPT Presentation #2
“Chinese Companies Going Global”


Each group is expected to make one oral presentation, 35 minutes, in class. Follow the
format in below for both presentation and PPTs (with 40 slides).
Please remember that you should turn in a hard copy of the PPTs to me at the
beginning of the class due. You should keep a separate copy for your presentation. You
need also email me (luoxm@uta.edu) a soft copy of your PPTs before the class due.
Rehearsal is the key to better grade.
The introduction (you names, company, and foreign country)
The company:
1. select one Chinese company that is either conducting businesses in other countries
or interested in going global
2. summary of one current (less than 4 weeks old) news related to the company’s
global actions (from BusinessWeek, Fortune, Harvard Business Review,
http://china.adage.com/, the Wall Street Journal, Neilsen.com, or Google/souhu)
3. the company’s 4P+3C, brand, market segment/positioning, SWOT, customer
relationship management, critical success factors, service quality, selling
techniques, product samples/ad videos, research data analyses adopted by the firm
One foreign country entered/or to be entered (get more information from the websites
for Country Information):
4. the foreign country’s profile, your own experience (if any), google.com search
culture shocks, Hofstede culture index, and marketing in that country,
youtube.com or tudou.com find videos of that country, and google or souhu search
jokes, interesting facts, business culture in that country
5. compare the country against China (economy, population, industry, imports,
exports, brands, ads, education, government, food, music, clothing, etc.)
http://dir.yahoo.com/Regional/countries/ , https://www.cia.gov/library/publications/the-worldfactbook/index.html , http://www.countryreports.org/
Group thoughts (recommendations or comments) on:
6. foreign country entry-mode choice and whys
7. adaptations of the company’s 4P+3C+brand in the foreign country and whys
8. your 3 key take-away points on how the Chinese company can marketing better and
sell more in that foreign country
11
MARK 5331
International Marketing
Grading Tracking Form
Requirement
Points
Quizzes
200
Individual Event Project
100
Group Harvard Case PPT presentation #1
100
Group PPT presentation #2
100
TOTAL
500
Tracking My Points
12
MARK 5331
International Marketing
Group Members Contact Information Form
Member Name
Email Address
Phone #
13
Attendance Policy
Due to the intensity and uniqueness of the EMBA program, perfect and punctual
attendance are very crucial to students’ learning in the class. Students are
expected to be present for all classes and no absence, for whatever reason, will be
automatically excused. Missing merely a day in one of the courses of this program
can be equated to missing at least a fourth of the class sessions in a regular long
semester course. Therefore, the issue of absenteeism is taken very seriously.
All instructors will specify grading policies and attendance in their course syllabi,
which may include a grade penalty or removal of the student from the course for
excessive absences. Reasons for absence due to illness and other circumstances
must be communicated by the student to the instructor of the course. Any decision
to allow make-up work will be made by each instructor in accordance with each
instructor’s attendance policy.
It is the student’s responsibility to be in his/her seat at class time to be counted
present. Attendance will be taken at least two times each class day by the
instructor or a local support person. Absences, other than those with prior
approval, will be considered for denial or approval at the instructor’s discretion.
If students know in advance that they will be missing any part of the class, they
must contact the instructor or the local support staff immediately. If a student will
be absent for:
1. More than 40% of the entire course, he/she will be required to re-take the
ENTIRE course in the future. Any work accomplished prior to absenteeism
will not be recorded or applied towards the future classes.
2. For absence less than or equal to 40% of the lecture time, it will be the
instructors’ discretion to decide on what actions will be taken. The student is
responsible for finding out from the instructor what penalty, if any, will be
assessed for missing any portion of a class session.
Students may receive a grade of “F” in the course if they are absent without
an acceptable excuse for more than 40% of the entire course.
I have read and understand the above and I accept personal
responsibility thereto.
__________________________________________
Signature of Student
_________________________
Date
14
Academic Dishonesty
All students are expected to pursue their academic careers with honesty and integrity. Academic
dishonesty includes, but not limited to, cheating, plagiarism, and collusion on an examination or an
assignment being offered for credit. Each student is accountable for work submitted for credit,
including group projects. Students found responsible for dishonesty in their academic pursuits are
subject to penalties that may range from disciplinary probation, suspension or expulsion from the
University.
1. cheating on an examination or an assignment includes:
a. copying the work of another, allowing someone to copy, engaging in written, oral
or any other means of communication with another, or giving aid to or seeking
aid from another when not permitted by the instructor;
b. using material during an examination or when completing an assignment that is
not authorized by the person giving the examination or making the work
assignment, including, but not limited to, electronic or digital devices such as
calculators, cell phones, camera phones, scanner pens, palms, or flash drives,
etc.;
c.
taking or attempting to take an examination for another, or allowing another to
take or attempt to take an examination for a student;
d. using, obtaining, or attempting to obtain by any means, the whole or any part of
an examination or work assignment that is not provided for your use by your
instructor;
e. any act designed to give unfair advantage to a student or the attempt to commit
such an act;
2. plagiarism means the unacknowledged incorporation of the work of another in work that
is offered for credit;
3. collusion means the unauthorized collaboration with another in preparing work that is
offered for credit;
In accordance with the Rules and Regulations of the Board of Regents of The University of Texas
System (Part One, Chapter VI), institutional procedures regarding allegations of academic
dishonesty are outlined in Part Two, Chapter 2, of the U.T. Arlington Handbook of Operating
Procedures. This information may be obtained by accessing the Dean of Students' Web site at
www.uta.edu/studentaffairs/dos
or
the
Student
Judicial
Affairs'
Web
site
at
www.uta.edu/studentaffairs/judicial affairs. Copies of each regulation can be obtained in the Dean
of Students' Office on the lower level of the University Center.
I have read and understand the above and I accept personal
responsibility thereto.
_____________________________________________
Signature of Student
_________________________
Date
15