Marketing 3348
INTERNATIONAL MARKETING MANAGEMENT
Charles A. Besio, Jr.
Senior Lecturer
Fall 2006
6:30 - 9:20 p.m.
Thursday
Maguire Building
Room # 250
Course Materials
Quelch, John A. and Bartlett, Christopher A.; Global Marketing Management: A Casebook;
5th Ed.; Thomson Southwestern
Friedman, Thomas; The World is Flat: A Brief History of the Twenty First Century; 1st Ed;
Farrar, Straus and Giroux
“Country Manager” Case and Workbook, available at www.interpretive.com
Course Purpose
The purpose of this course is to give students a foundation in the concepts and practices associated with
Global Marketing Management. On a more specific level, the coursework will develop skills necessary for
marketing decision-making on a global scale as well as illustrate how various decision-making tools apply to
actual business situations. The goal of this course is to develop a disciplined process for addressing global
marketing issues and problems.
Specific objectives of (1) training in marketing decision making and (2) interpersonal skills in the context of this
course are outlined below.
Training in Marketing
-- develop the ability to analyze strategic and operational global marketing problems and opportunities and to
develop feasible courses of action to solve problems and capitalize on opportunities.
-- develop a foundation of decision making experience through participation in a strategic global marketing
simulation
Interpersonal Skills
--work with others in a team setting to analyze global marketing opportunities and challenges and prepare wellarticulated courses of action.
--participate in critical decision making tasks that impact the performance of the team’s company
Course Format
Lectures/Case Discussion
This course will use a lecture-case discussion-student presentation format. Lectures and assigned readings will
be used to familiarize students with global marketing management concepts, processes, and tools.
Course Format (Cont’d.)
Case Analysis
2
Participate as a member of a team in analyzing four cases regarding global marketing problems. The analysis
will be formalized in a 5-page double-spaced typed review.
Country Manager Simulation
As the member of a team of students class members will participate in the management of a consumer product
business in the toothpaste products segment. Over a 6 week period, each team will manipulate marketing
variables in an effort to improve the profitability, market share and stock price of their business, while
expanding into the Latin American markets.
Review of “The World Is Flat”
Prepare a written analysis of the “10 Forces That Flattened the World”. Specifically, each class member will
prepare a 10-page, doubled spaced review of the “10 Forces” discussed in the book.
Exams
There will be one exam during the semester (October 12th). The exam will test your understanding of the basic
terminology and tools in product management as well as your depth of understanding of important concepts
discussed in class. In form the exams will consist of some multiple choice questions, short answers and essays.
Participation
Class participation counts 50 points towards your final grade. Your participation grade is impacted more by
the quality of your participation than the quantity of your participation. In other words, the mere quantity
of comments counts less than consistently thoughtful and informed comments. Regular attendance also
impacts your participation grade; if you are not in class, you lose the opportunity to participate in the
activities that day. This will be especially true of participation during the six weeks of the global
marketing simulation. A class attendance sign-in sheet is circulated at the beginning of each class period.
It is your responsibility to make certain you have signed the attendance sheet.
It is important to be in class on time. Late arrivals are disruptive to your fellow students and professor.
Additionally, walking in and out of class, once class has begun, is disruptive to everyone's learning
environment. These kinds of repeated disruptions will count against your participation grade.
Disability Accommodations
Disability Accommodations: If you need academic accommodations for a disability, you must first
contact Ms. Rebecca Marin, Coordinator, Services for Students with Disabilities (214-768-4563) to
verify the disability and establish eligibility for accommodations. Then you should schedule an
appointment with the professor to make appropriate arrangements.
Course Grading
(Professor Besio reserves the right to change this syllabus without notice.)
3
A student's grade will be determined on the basis of his/her performance on (1) one exam during the semester,
(2) four case analyses, (3) the review of “The World is Flat”, (4) the simulation written report and (5)class
participation. The weight assigned to each is as follows:
Exam
Case Analysis (4 cases, 30 points each)
Written review of “The World is Flat”
Simulation written report
Class/Team Participation
130pts
120pts
50 pts
50 pts
50 pts.
400pts.
Final letter grades will be determined by the following table:
A
AB+
B
BC+
C
C-
368-400
360-367
352-359
328-351
320-327
312-319
288-311
280-287
D+
D
DF
272-279
248-271
240-247
Below 240 total points
INCOMPLETES and NO CREDITS will not be given in this course.
Professor Besio understands each student has a grade objective they would like to achieve. He will
discuss these objectives and their performance any time during the semester up to and including
the last day of class. After the last day of class he will not discuss grades except to inform students
of any grades not completed by the last day of class. There will be no exceptions to this policy.
Office Information
Office:
3860 W. Northwest Highway, Suite # 104
Phone:
(214)902-2233
E-mail:
chipbesio@hotmail.com
Hours:
By Appointment
SCHEDULE OF ASSIGNMENTS
(Professor Besio reserves the right to change this syllabus without notice.)
4
Day/Date
AUGUST
TH
17
Topics
Assigned Cases or
Power Point Files
Course Introduction
Introduction to Global Marketing
International Intro
Trade Environment
TH
24
Cultural Implications of
Global Marketing
Cultural Foundations
Cultural Dynamics
Culture & Business Systems
TH
31
Political and Legal Environment
Global Research Strategies
Political Environment
Legal Environment
International Research
Quelch/Bartlett page 19
“Global
SEPTEMBER
M
04
TH
TH
TH
TH
07
14
21
28
Wine Wars” Due
University Holiday – Labor Day
Global Marketing Management
Emerging Markets
Global Market Regions
Global Mktg Mgmt
Emerging Markets
Market Regions
“Mary Kay Cosmetics:
Asian Market Entry” Due
Quelch/Bartlett page 104
Global Consumer and Business
Products and Services
Global Consumer Products
Global Business Products
“Harlequin Romances-Poland” Due
Quelch/Bartlett page 335
Global Channels of Distribution
Global Logistical Challenges
Marketing Communications on a
Global Scale
Global Channels
Global Logistics
“MasterCard and the World Cup” Due
Quelch/Bartlett page 438
Selling in the Global Arena
Pricing Strategies in the Global Arena
International Negotiating Strategies
Global Selling
Global Pricing
Global Negotiations
Global MarComm
“The World is Flat” due
Exam Review
OCTOBER
TH
05
Exam
SCHEDULE OF ASSIGNMENTS
Assigned
(Professor Besio reserves the right to change this syllabus without notice.)
5
Day/Date
OCTOBER
TH
12
Topics
Readings
Simulation Period #1
Period One Decisions
“Group Decision Making:
Functional or Dysfunctional?”
Handouts
TH
19
Simulation Period #2
Period Two Decisions
TH
26
Simulation Period #3
Period Three Decisions
NOVEMBER
TH
02
Handout for Country Manager
Written Assignment
Simulation Period #4
Period Four Decisions
TH
09
Simulation Period #5
Period Five Decisions
TH
16
Simulation Period #6
Period Six Decisions
(Thanksgiving Holiday November 22 – 24,2006)
TH
30
Final Presentation of Simulation results
During the semester guest speakers may visit your class. Attendance at Guest Speaker
presentations is mandatory and absence will affect your grade in class participation.
(Professor Besio reserves the right to change this syllabus without notice.)