ISTANBUL TECHNICAL UNIVERSITY
INTERNATIONAL MARKETING
Professor:
Office:
Office Hours:
Phone:
E-mail:
Web space:
Spring – 2010
Ayse Banu Elmadag, PhD.
B401
Thursday 13:00- 14:00 or By appointment.
0 212 293 13 00 - 2761
elmadaga@itu.edu.tr (Is preferred as I usually check it a few times a day) –
http://www2.itu.edu.tr/~elmadaga
Text: Global Marketing by Warren Keegan and Mark Green, Prentice Hall.
(Text book is a required component of the course all students should acquire a copy of the text and bring it to class
meetings.)
LEARNING OBJECTIVES:
The primary objective of this course is to expose you to issues involved in international marketing. The Turkish
business is becoming increasingly more aware of the international marketplace and is looking for employees with
international expertise. It is impossible in any one course to teach you how to market every product in every
country. In this course, we will look at general examples and frameworks of international marketing through the
text, lecture, and discussion. We will also look at one specific example of how to market a product in a country
through the group project. By providing the framework and one in-depth example, students should be able to apply
this knowledge to the product and country specific examples that will come up in their careers.
This course should (a) sensitize students to economic, political, and cultural differences among nations as they
effect marketing (b) introduce students to the international framework of organizations, laws, and practices that
affect marketing (c) develop students abilities to identify and evaluate marketing opportunities abroad (d) develop
student skills in gathering information, drawing conclusions from it, and presenting the material, and (e) give
students the opportunity to work on a marketing plan that can be used to show prospective employers.
While this syllabus should provide you with an outline of my basic expectations, grading criteria and a
tentative schedule, please note that the instructor reserves the right to modify this syllabus and schedule as
deemed necessary. Get ready for a great semester!
GRADING:
Grading will be made up as follows:
Group work
Project report & presentation
Individual work
Quizzes
15%
Class Participation and case analysis
Exams
Mid-term
Final
20%
10%
15%
40%
GROUP / TERM PROJECT:
Groups of 5-6 students will prepare a term project. Details will be discussed.
GROUP PEER EVALUATION: Since the group will be working together, it is important for each one of
you to contribute. I expect this teamwork will enhance learning and be a rewarding experience for you all.
However, this also requires responsibility, accountability, punctuality, team sprit and interpersonal skills. You will
evaluate your fellow group members on their performance and contribution as a group member. This confidential
evaluation will influence your grade. However, contingent upon the severity of the comments from your peers, you
may lose more than 50%, in order to be fair to all.
CASE ANALYSIS AND PRESENTATION:
The business community considers case analysis and discussion valuable learning tools. Since you have done
some case analysis in other courses, you should not have trouble with the assignments Please, do not come to
class just to listen. Come ready to contribute, or don’t come at all.
Every case leaves us with options. In order to generate interesting class discussions, we need people to take
opposing sides, and keep others honest by asking the right questions. Strong assertions (i.e., “Industrial
equipment customers don’t care about brand.”) need to be supported by as many facts as the case provides.
Supporters or detractors of such assertions need to articulate their rationale clearly and effectively. This is what
I mean by being prepared.
To that end, each project group will choose one of the 5 cases, hand in the written analysis of the case and
present it in class on the assigned date.
NOTE: UNASSIGNED PEOPLE SHOULD BE PREPARED AND CONTRIBUTE ALSO.
INDIVIDUAL QUIZZES:
All Quizzes will consist of multiple choice questions. The questions will be based on the assigned chapters. The
quizzes are designed to encourage timely reading of the chapters. If I know all the students have read the material,
we can explore additional related topics and examples rather than repeating what is in the text. There will be no
make-up quizzes. YOU ARE OBLIGED TO ATTEND AT LEAST 6 QUIZZES OR YOU WILL
DIRECTLY FAIL DUE TO THE ATTENDENCE POLICY.
INDIVIDUAL CLASS PARTICIPATION:
Comments and examples from the students' experiences and current marketing news, and insightful analysis of the
assigned reading material can greatly enrich the class discussion. In order for you to be able to participate, you need
to be in class. Prompt and regular attendance will assure you a "C" in this category. To score beyond that, you are
expected not only to attend classes, but also to play an active role in discussion. Your contributions are important!
On the other hand, your score will substantially go down if I found your behavior in class disruptive, unproductive
and unprofessional.
Since some portion of your grade is determined by class participation, it is only fair that I tell you in advance how
that portion of your performance will be evaluated. The following, then, are my thoughts on what constitutes
quality participation that contributes to others' learning.
What class participation is not
1.
Attending class. Your mere physical presence does not constitute participation. Not coming to class,
however, insures no credit for participation.
2.
Saying "something." Simple responses to questions, or expressing incorrect, inaccurate, or uninformed
opinion does not count for quality participation.
3.
Quantity of input. Too much participation has two possible negative consequences: the probability of your
saying something incorrect, inappropriate, or irrelevant tends to increase sharply the more you hold the
floor; and your monopoly of discussion time might prevent a less forthcoming individual from articulating
a potentially important perspective. Very simply, you can overparticipate.
What quality class participation is
1.
Input that maintains the continuity and coherence of the class discussion. This rules out off-the-wall
comments.
2.
Input that was picked up and responded to by others in the class. Thus, a controversial, yet intelligent,
question or comment that reflects an understanding of the issue at hand will be well regarded.
3.
Input that demonstrates an in-depth analysis of the issue at hand, well supported by data or a relevant
conceptual framework.
4.
Input that makes connections between material or ideas in different parts of the course or between this and
other courses.
5.
Input that provides an example, from your own observations or experience, of the subject at hand.
6.
Finally, civility in the give and take of a heated discussion is a requirement. The readings/cases are
designed to provoke disagreement, and there typically exists more than one viable approach to resolving
the problems presented in any case.
Please be very clear that non-performance on this component of your grade has potentially disastrous consequences.
You all will have good ideas. Those ideas are only useful to the class, or to an organization, if you communicate
them. Students who are not comfortable with the English language will find this class an opportunity to strengthen
their English speaking abilities.
In addition, your performance in the in-class exercises, short assignments and case discussions will form part of
your participation grade.
Other Points
Very Important Point: All work in this class is expected to represent your own efforts. Collaborating with
other students on exams or assignments is prohibited. By remaining in this class, you are agreeing to abide
by the Academic Honor Pledge: “I promise or affirm that I will not at any time be involved with cheating,
plagiarism, fabrication, or misrepresentation while enrolled as a student at Istanbul Technical University.”
Using material from online sources “as is” and failing to cite the referred website is also not acceptable.
Doing so will be treated as the student has plagiarized. In case of using online resources you should never
forget to cite the website obeying the style rules for referencing.
Another important point is that “Disturbing the class is not acceptable”. Therefore, it is strongly advised
to share your ideas with the class not with your friend sitting next to you. You are welcome to have a drink in
the class but reading anything other than class material in the class is not tolerable. Additionally, as you will be
practicing in the professional world you should be able to follow the professional attire and dress in a way that
will reflect your professionalism.
Please note that I do not discuss grades last three weeks of the class. If you have any problems with
your grades please talk to me before April 23rd .
It is your responsibility to keep up with any assignments or announcements made in class or posted
electronically, so check your e-mail at least once each week. Contributing to class discussions is an important
part of your learning experience—feel free to ask questions or make comments on topics as we cover them in
class. You are also welcome to talk with me outside of class about the course.
TENTATIVE SCHEDULE
Date
11-2
18-2
Topics
Orientation and expectations
Introduction to Global Marketing
Reading
Assignments
Chapter 1
Quizz 1
Term Project: Team formation
Case assignments will be made...
Module I: Global Marketing Environment
25-2
Global Economic Environment
Chapter 2
4-3
11-3
Global Trade Environment
Social and Cultural Environments
Chapter 3
Chapter 4
18-3
25-3
1-4
Quizz 2
Case 1 - 1 discussion
Term Project: Countries and Products
Should be selected
Quizz 3
Quizz 4
Case 4 – 2 discussion
Module II: Approaching Global Markets
GIS and Marketing Research
Chapter 6
Quizz 5
Case 6 – 1 discussion
Segmentation, Targeting and Positioning
Chapter 7
Quizz 6
Case 7 - 1 discussion
Term Project: Part I and Part II are due
Mid-Term
29-4
Module III: The Global Marketing Mix
Product and Brand Decisions
Chapter 10
Quizz 7
Presentations
Pricing Decisions
Chapter 11
Quizz 8
Presentations
Distribution Decisions
Chapter 12
Quizz 9
Case 12 - 1 discussion
Communications Decisions
Chapter 13
Quizz 10
6-5
13-5
Presentations
Final Exam
8-4
15-4
22-4
Term Project: Final Report due
PREPARING CASE ANALYSES
The following general guidelines may be used in preparing oral or written case analyses. There may be several
feasible courses of action regarding the solution to any case. It is more important to concern yourself with the
process of problem definition and isolation, analysis and evaluation of alternatives and the choice of one or
more recommendations, than to simply try to find a single answer. Very often, the right answer is one which
you can propose, explain, defend and make work.
I. THE PROCESS OF ANALYZING A CASE
A. Read and study the case thoroughly and efficiently.
Read the case completely through for familiarity, noting issues that come to the forefront. Read again. Get all
the facts, making notes about symptoms of problems, root problems, unresolved issues and roles of key players.
Watch for issues beneath the surface.
B. Isolate the problem(s).
Get a feel for the overall environment by putting yourself in the position of one of the key players. Seek out the
pertinent issues and problems.
C. Analyze and evaluate the alternatives.
Once the problems and issues are isolated, work at gaining a fuller understanding of the causes. In what area of
the unit do the problems exist? Why? What caused them? Examine and evaluate the strengths and weaknesses
of the unit's processes (financial statements, sales reports, etc.). Check out the effectiveness and competencies
of management. Are the unit's objectives and strategies compatible with its skills and resources? Formulate a
solid evaluation of the case. Examine various alternatives. Weigh the pros and cons of each. Are they feasible?
Decide on the most valid.
D. Make recommendations.
Draw up your set of recommendations on what must be done and prepare an agenda of corrective actions. What
recommendations would you make to the manager of this unit? What specific functions and activities does the
unit have to perform in order to solve the problems? Are the recommendations workable? Affordable? A good
rule of thumb to follow is to avoid recommending anything you would not do yourself if you were in
management's shoes. Give reasons for your recommendations.
II. PRESENTING THE CASE
A. Identify key problems and issues clearly and precisely.
It is essential that your presentation reflect a sharply focused diagnosis of significant problems and issues
confronting management.
B. Present the analysis and evaluation.
Support your evaluation with facts. Discuss any exhibits.
C. Recommendations and plan of action.
Address all of the problems/issues you identified. What are the consequences, can the unit financially
implement them? Be specific - what, when and who.
Assigned Dates
25-2
11-3
18-3
25-3
22-4
Case
Case 1-1: McDonald’s Expands Globally While Adjusting its Local Recipe
Case 4-2: Barbie: The American Girl Goes Global
Case 6 – 1: Research Helps Whirlpool Act Local in the Global Market
Case 7-1: Nokia Segments the Global Cell Phone Market
Case 12-1: Wal-Mart’s Global Expansion
TERM/TEAM PROJECT
The group project output consists of a formal presentation and a report. Each group will choose a different region
and pick a product from the list below to introduce in that region. Then each group member will pick a country
within the region your group has chosen.
The report is a marketing plan that should be 25-30 pages long (appendices are extra). Be sure to include copies of
visual aids used in your presentation. You must cite where information in the body of your paper came from by
using “Final Project” (Bitirme Odevi) style. Please note that the length requirements for all the written material will
be strictly enforced. Write the project report as if it is for your boss who has asked for a summary of the most
important information concerning the country and their business implications, and based on that your recommended
strategy to introduce a product there with proper justification. The project guidelines provide you with an outline
that will cover the most basic elements of a marketing plan.
This is your opportunity to be creative with visual aids and charts. The use of PowerPoint is strongly encouraged.
It is your responsibility to make sure the technology for the presentation in the classroom works (hint: have a trial
run on your own). You can create a brand, a slogan, logo, an advertising plan, new packaging, a video, or
something else (be innovative) to make your presentation interesting. You will be evaluated on the effectiveness,
content, style, organization, delivery and professionalism of your presentation. Make sure to give me a copy of
your outline for the presentation and slides. You may be asked to score the presentations of all groups (except your
own) and must attend other teams’ presentations.
GROUPS:
GROUP A LATIN AMERICA - MEXICO, CENTRAL & SOUTH AMERICA
GROUP B SOUTHEAST ASIA - ASEAN & PACIFIC BASIN
GROUP C NORTHERN ASIA - JAPAN, CHINA, KOREA, INDIA, ETC.
GROUP D WESTERN EUROPE
GROUP E EASTERN EUROPE, RUSSIA & C.I.S.
PRODUCTS:
PROJECT OBJECTIVES:
The learning objectives for the international marketing term/team project are twofold. The first is to familiarize
you with the cultural environment of your selected country/region and to facilitate cross-cultural understanding.
The second is to provide you the opportunity to prepare a marketing plan for a product that is being considered
for marketing in your selected country and region. The project emphasizes the need to understand the
environment as an essential step preceding the preparation of a marketing plan. This project will also reinforce
key marketing concepts covered in this and other courses and expand your horizons through the identification of
materials and resources required to complete this project.
PROJECT OVERVIEW:
The project requires that you write a series of four papers.
Part I is a general survey of the country's culture (2-4 pgs). Part II covers the economy of the country
including distribution and marketing systems (2-4 pgs). Part III is a market audit and competitive analysis of a
country and regional market for a specific product (5-6 pgs). Part IV is a preliminary marketing plan of the
product under consideration for marketing in the country and region selected (5-6 pgs).
The first two papers are to be developed individually. The final paper (Parts III & IV) will be developed jointly
by regional teams. Due dates are shown in the syllabus.
Term paper should be double spaced, typed including a title page with your names, table of contents, headings,
subheadings and a bibliography. Bibliography should provide: author, title of article/book, journal/publisher,
date and page number. Stay within assigned page limits, I want quality not quantity. However, a well presented
paper sometimes makes more of an impression.
INTERNATIONAL MARKETING
TERM/TEAM PROJECT
GUIDELINE FOR CULTURAL ANALYSIS - PART I:
Before a marketing manager can determine if they need to adjust to the environment or to determine what
adjustments would be appropriate, it is necessary to understand the environment. This is particularly true of the
culture of a country. The outline deals with some of the key aspects of culture and is relevant to the
development of your marketing plan. You are encouraged to not only report the facts but to also analyze the
facts in terms of marketing implications of such information.
CULTURAL ANALYSIS - PART I
I. Brief Discussion of the Country's Relevant History
II. Geographical Setting (Location, Climate and Topography)
III. Social Institutions
A. Family
1. Nuclear & Extended Family
2. Family Dynamics - Parental Roles, Marriage & Courtship
3. Male/Female Roles (changing or static)
B. Education
1. Role of Education in Society & Literacy Rates
C. Political System
1. Political Structure, Parties, Stability & Role of Government
2. Special Taxes
D. Legal System
1. Organization of the Judiciary System
2. Code, Common, Socialist or Islamic-Law Country
3. Participation in Patents, Trademark & Other Conventions
E. Social Organizations
1. Group Behavior & Social Classes (Race, Ethnicity)
F. Business Customs and Practices
IV. Religion and Other Belief Systems
VI. Living Conditions
A. Diet and Nutrition
B. Housing (types, ownership & single/multi family dwellings)
C. Clothing (national dress & work attire)
D. Leisure Activities (types & percent of income spent)
E. Social Security
F. Health Care
VII. Language
A. Official, Spoken, Written & Dialects
GUIDELINE FOR ECONOMIC ANALYSIS - PART II:
The outline develops the kind of information useful in understanding the economy of a country, particularly as
it relates to marketing considerations. There are two categories of information: general information and
channels of distribution and media availability. The objective of this section is not to just list the information
but to demonstrate an understanding of the material and to highlight those points of particular significance from
a marketing planning perspective.
ECONOMIC ANALYSIS - PART II
I. Population
A. Total & Growth Rates
B. Distribution of Population (Age, Sex, Geographic, Ethnic)
II. Economic Statistics and Activity
A. Gross National Product, GNP or GDP (Total & Rate of Growth)
B. Income (Personal & Family)
C. Distribution of Wealth
D. Transportation (Modes, Availability, Rates & Ports)
E. Communication Systems (Types, Availability & Rates)
F. Working Conditions (Relations, Salaries & Benefits)
G. Principal Industries (Private/Public?)
H. Foreign Investment (Opportunities in Which Industries??)
I. Trade Statistics (Exports, Imports, Balance of Payments, etc)
J. Trade Restrictions
1. Embargoes, Quotas, Import Tax, Tariffs, Licensing, Custom Duties
K. Other Economic Activity (Countertrade &Foreign Aid)
L. Labor Force (Size, Unemployment)
M. Inflation Rates
III. Technology (Current Technology Available, Technical Skills & R&D)
IV. Channels of Distribution (Channel Middlemen Available in the Market)
A. Retailers (Number, Scale & Size, Markup, & Type of Store)
B. Wholesale Middlemen (Number, Size, Markup, etc)
C. Import/Export Agents
D. Warehousing
E. Penetration of Urban & Rural Markets
V. Media (All Media Available in the Market)
A. Availability of the Media
B. Costs (Television, Radio, Print & Other)
C. Agency Assistance
D. Coverage of Various Media
GUIDELINE FOR - PART III and PART IV:
Part III is a market audit and competitive analysis of a country and regional market for a specific product (5-6
pgs). Part IV is a preliminary marketing plan of the product under consideration for marketing in the country
and region selected (5-6 pgs).These sections and their contents will depend on the product you have chosen.
The contents and sub sections in these parts of the project will be a part of your evaluation.
SUBMISSION SCHEDULE FOR TERM PROJECTS
Date
18-2
15-2
1-4
6-5
6-5
Assignment
Groups will be formed
Countries and Products are selected
Part I and Part II are due – Done individually
Final Report due
Project Presentations
Final Report: The final project report should be concise, well structured and oriented toward the company’s
marketers. There is a general recommendation that your final report should be contained within 25 pages, not
including appendices and references. As a rough guide, the final report should include:
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A title page – including the names of the students and the region (1 page, double spacing)
A content page (1 page, single/double spacing).
An executive summary (1 page, single spacing).
A brief introduction and description of the product and marketing and motivations for internationalisation
(3 to 4 pages).
A background of the country’s market environment (economic, socio-cultural, political, legal,
institutional, international) [Part I and II for all the group members]
[Part III] Market audit and competitive analysis of the regional market for your specific product (5-6
pgs)
[Part IV] A preliminary marketing plan of the product under consideration for marketing in the country
and region selected. An analysis of the alternative marketing strategies that the company needs to have
when marketing to/in this country. (What are the general precautions to take, what (product, price,
advertising, distribution) should be locally adapted and what can be globally standardise) (5 to 6 pages)
A recommendation (Go-No Go and Adapt-Standardise Refer to Chapter 9 if it is a Go decision) (1 to 2
pages)
A reference list
Appendices
YOUR GROUP IS GROUP #
________________
PROJECT NAME:
__________________________
Please provide the information below and give this sheet to the instructor before you leave this class today.
Region Selected:
_____________________________________
Product Selected:
_____________________________________
(Please print neatly.)
Name of the Student
Country in the Selected
Region
Case