Università degli studi di Roma “Tor Vergata” Master of Science in Business Administration International Marketing “The globalization of today’s marketplace makes many new demands on a marketer. Not only are there important decisions to be made about which countries’ markets and segments to participate in and what modes of entry to use, but a marketer must also help formulate the marketing strategies in these countries and coordinate their implementation” Johansson, 2000 TEACHING MEMBER RESPONSIBLE FOR THE COURSE: Sara Poggesi Research Fellow in Business Management e-mail: sara.poggesi@uniroma2.it Weekly Office Hours: to be checked on the web site COURSE DESCRIPTION This course points out the peculiar aspects of marketing in international business environment. Focus will be on a) the opportunities, problems and challenges involved in the international business environment; b) cultural dynamics in international markets; c) international markets selection; e) market entry strategies; e) product planning, promotion, price and channels of distribution. TEACHING METHODS The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences. FINAL PROJECT WORK Groups of attendant students will be formed during the third lesson. Each group will be made up of 4/5 students and will work on a project to present at the end of the course. EXAM It is based on a written test and oral evaluation. Attendants can substitute the oral evaluation with the final project work. REFERENCES FOR ATTENDANT STUDENTS THAT PRESENT THE PROJECT WORK Michael R. Czinkota and Ilkka A. Ronkainen, Principles of International Marketing, (9th Edition), South-Western, Cengage Learning. Chapters: 1, 4, 9, 10, 13, 15, 17, 18. Vandermerwe S., Chadwick M., 1989, The Internationalization of Services, The Service Industries Journal, 9(1). We will discuss three cases from Harvard Business School Publishing. You need to register to download the cases at the following link: https://hbr.org/registration?conversationld=1011637, then download each individual case 1) Hong Kong Disneyland http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=59164&R=907M13-PDFENG&conversationId=2047309) 2) Kentucky Fried Chicken in China (A) http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=61234&R=990G01-PDFENG&conversationId=2047350 3) Four Seasons goes to Paris: “53 Properties, 24 Countries, 1 Philosophy" Università degli studi di Roma “Tor Vergata” Master of Science in Business Administration http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=50411&R=803069-PDFENG&conversationId=2047382 4) Dacia Duster SUV http://cb.hbsp.harvard.edu/cb/web/he/product_view.seam?R=910A31-PDFENG&T=EC&C=SEARCH&CS=4ff517f49b55eaa1d49735885a110b67 REFERENCES FOR NON ATTENDANT STUDENTS Michael R. Czinkota and Ilkka A. Ronkainen, Principles of International Marketing, (9th Edition), South-Western, Cengage Learning. Chapters: 1, 4, 5, 6, 7, 9, 10, 13, 14, 15, 17, 18, 19 Vandermerwe S., Chadwick M., 1989, The Internationalization of Services, The Service Industries Journal, 9(1). We will discuss three cases from Harvard Business School Publishing. You need to register to download the cases at the following link: https://hbr.org/registration?conversationld=1011637, then download each individual case 1) Hong Kong Disneyland http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=59164&R=907M13-PDFENG&conversationId=2047309) 2) Kentucky Fried Chicken in China (A) http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=61234&R=990G01-PDFENG&conversationId=2047350 3) Four Seasons goes to Paris: “53 Properties, 24 Countries, 1 Philosophy" http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=50411&R=803069-PDFENG&conversationId=2047382 4) Dacia Duster SUV http://cb.hbsp.harvard.edu/cb/web/he/product_view.seam?R=910A31-PDFENG&T=EC&C=SEARCH&CS=4ff517f49b55eaa1d49735885a110b67 CASE STUDIES DISCUSSION The students are expected to be fully engaged in the entire learning process. This means that they need to prepare the assigned readings of the cases prior to each class and come to class prepared to participate in group work and/or discussions to enhance the learning of the individual and the class. The students will find the relative assignment for each case on the website. Please read the questions carefully before the lecture. The objective is to involve all the class members in the discussion. The cases are designed to integrate the concepts from the case into the context of the course. With case discussions, each student will develop: 1. The ability to set the parameters for the problem (key concepts from the case). 2. Ample knowledge regarding the subject of the case (understanding of material, good response to the observations of others). 3. The ability to connect the case to other course concepts. 4. The ability to involve others in the discussion. In order to effectively discuss the cases, the students need to be: · prepared with facts and specific quotes from the case. · prepared to comment, ask questions, or make observations about the case. During the discussion, the students need to: · take a position on a question or a point. Università degli studi di Roma “Tor Vergata” Master of Science in Business Administration · ask questions to clarify a point. · help keep the discussion moving and on track. · help draw others into the discussion. · integrate theories and content from other cases. During the discussion, the students should not: · come unprepared and show your lack of knowledge. · monopolise the discussion. · make irrelevant comments. · be insensitive to other’s desire to speak or share opinions. ANALYTICAL SYLLABUS Date Topic Lecture/Case discussion References Section I: the decision to internationalize Mon 14th Overview on IM Lecture ch. 1 Tues 15th Factors affecting International Strategies Lecture − Wed 16th HBR case study: Hong Kong Disneyland Case discussion − Section II: Deciding which markets to enter and entry strategies Mon 21nd Cultural Dynamics Lecture ch. 4 Tues 22rd Market Selection Lecture − Wed23th Market entry and expansion+ HBR case study: Kentucky Fried Chicken in China (A) Case discussion ch. 9 Section III: Designing the global marketing programme Mon 28th Global Product Strategy Lecture 10 Tues 29 Global service Lecture 15+ Vandermerwe Chadwick (1989) Wed 30th HBR case study: Four Seasons goes to Paris: “53 Properties, 24 Countries, 1 Philosophy" Case discussion − Mon 5nd Distribution Lecture 13 Tues 6rd Guest Speaker Guest speaker's experience − Wed7th Communication + HBR case study:4) Dacia Duster SUV Case discussion 18 Mon 12nd Guest Speaker Guest speaker's experience − Tues 13rd International Pricing Lecture 17 Wed14th Project-works presentation th −