MARK/IB 3553
International Marketing
M 5:30pm - 8pm
Spring 2015 (Alter Hall 746)
Professor:
Dr. Xueming Luo
Charles Gilliland Distinguished Professor of Marketing, Strategy, MIS
Office:
Office Hours:
Telephone:
E-mail
Alter Hall 511
by appointment
(215) 204-4224
luoxm@temple.edu
Course Materials

Text: International Marketing, 16th ed by Cateora, Gilly, Graham, McGraw-Hill Irwin (ISBN
978-0-07-352997-4).

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://www.fox.temple.edu/mcm_people/xueming-luo/). You may download
chapter PowerPoints slides, lecture outlines, presentation schedules, learning tips, jokes, etc.
Course Overview
Marketing 3553 (cross-listed with IBA 3553) is an advanced level marketing course designed to present,
in seminar format, supplemented with class discussions, case analysis, and projects, a STRATEGIC
MANAGEMENT PERSPECTIVE of Global Marketing. The course is most appropriate for
undergraduate Marketing or IB Majors. The instructor expects students with a well-rounded background
in marketing prepared to contribute to all class discussions.
This course design helps students explore comparative marketing systems as well as to develop
experience in identifying and exploring global marketing opportunities. We examine problems in
performing analysis of the internal marketing system of countries with various types of politicaleconomic structures as well as the marketing implications of these different structures. Specifically, we
explore the strategic impact of economic, cultural, political, and legal differences on marketing strategies
and marketing mix elements: price, product, promotion, and distribution issues.
Specifically, the course covers problems of marketing and analysis of the internal marketing system of
countries with various types of political-economic structures. The course focuses on strategic impact of
economic, cultural, political, and legal differences on marketing; we direct attention to decisions
regarding international product, price, promotion, and distribution issues.
We use a variety of different assessment tools: project, quiz, and test. We will also use written cases, and
a research exercise, and a Semester-long Research Project to assure learning.
Course learning goals
 Identify the key factors related to creating a global marketplace.
 Discuss the key elements of ethical global marketing.
 Research and identify profitable or attractive foreign markets.
 Discuss the impact of different cultural values and belief systems on marketing products.
 Determine marketing strategies appropriate and identify the relevant sources of
information and analysis to support the selection of appropriate strategy
 Identify, select, justify an appropriate marketing strategy, and evaluate the financial,
human resource, operational and logistical implications of different strategies.
Course Outline (tentative; changes could be made randomly in class)
Date
Content / Assignment
Jan. 12
Orientation: First day of class
Key Activities
Course organization
Chapter 1: The Scope and Challenge of International
Marketing
Video: High-tech toilet
Assignment: Event Projects assigned
English Languages
Game
Special issues on China & India
Las Vegas in Macao
Ipod
Jan. 19
Dr. Martin Luther King, Jr. Day (no classes held)
Jan. 26
Chapter 2: The Dynamic Environment of International Trade
Event Projects start
Video: Wal-Mart in
China
World music CD
Mercedes&Chrysler
Chapter 3: History and Geography–The Foundations of Culture
2
Feb. 2
Chapter 3: History and Geography–The Foundations of Culture Youtube.com many
foreign country video
Video: India’s Economy and Foreign Markets
Culture Simulations
Assignment: Harvard Case Write-up
Game
Video: Mexico and
South America
Chapter 4: Cultural Dynamics in Assessing Global Markets
Guest Speaker
World most famous women
Feb. 9
Chapter 5: Culture, Management Style, and Business Systems
Preparing International Money $ Showcase
Disneyland in Hong
Kong
Chapter 8: Developing a Global Vision through Marketing
Research
Dr. Pepper in Latin
International Money $
Showcase
Feb. 16
Exam #1 (chapters 1, 2, 3, 4, 5, 8)
Feb. 23
Chapter 9: Economic Development
Samsung global ads
Chapter 10, 11: Multinational Regions (Europe, Africa, Middle
East, Asia)
Mar. 2
No Class: Happy Spring Break
Video: trade protection
vs. Japan
Mar. 9
Chapter 10, 11: Multinational Regions (Europe, Africa, Middle
East, Asia)
Chapter 12: Global Marketing Management: Planning and
Organization
Guest Speaker
Mar. 16
Chapter 12: Global Marketing Management: Planning and
Organization
International Music
Showcase
Mar. 23
Chapter 13: Products and Services for Consumers
Chapter 14: Products and Services for Businesses
Mar. 30
Exam #2 (chapters 9, 10, 11, 12, 13, 14)
Apr. 6
Chapter 15: International Marketing Channels
Video: Honda North America
Dr. Pepper in Latin
Best collections of
Cola wars ads
Preparing International Cloth/Culture Showcase
Chapter 16: Integrated Marketing Communications and
International Advertising
Apr. 13
Chapter 16: Integrated Marketing Communications and
3
International
Cloth/Culture
Apr. 20
International Advertising
Showcase
Chapter 17: Personal Selling and Sales Management
Sales Star Video
Chapter 18: Pricing for International Markets
Chapter 18: Pricing for International Markets
Apr. 27
Guest Speaker
Chapter 19: Negotiating with Intentional Customers, Partners,
and Regulators
International Marketing Conclusion
May 4
Exam #3 (chapters 15, 16, 17, 18, 19)
Grading method
You have a total of 500 points. The final grade will be the weighted average of the points of
exams, quizzes, event presentation, and Harvard case write-up. Please keep tracking your points
throughout the semester.
Requirement
Points
Weights
Exam 1
100
18%
Exam 2
100
18%
Exam 3
100
18%
Class Attendance
50
9%
Quizzes (5*20)
100
18%
Individual Assignment: Event project (40)
40
7%
Group Assignments: Harvard interview (60)^
60
11%
TOTAL
550
100%
^ group member peer evaluation scores will be counted. See the Peer Evaluation Form.
Alpha Grade reported for numerical scores as follows:
A = 93 - 100 A- = 90 - 92 B+ = 87 - 89 B = 83 - 86 B- = 80 - 82 C+ = 78 - 79
C = 77
C- = 74 - 76 D+ = 71 - 73 D = 70 D- = 67 - 69 F = 66 or below
Students are to attend class and to arrive ON TIME. Attendance is taken at the start of each class.
Note: more than three unexcused absences will result in a lowering of a full alpha grade (regardless of
exam grades). More than 5 unexcused absences will result in a failure for the course.
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Three Exams: The 3 exams will cover all assigned text readings, class lectures, and assigned
readings. The exams will not be cumulative; they will cover the text and lecture material covered
since the last exam. You need to bring Scantron sheets and #2 pencils. Make-up exams will only
be given to students in cases of emergencies; but written documents are required in advance or
afterwards. All make-up exams will be scheduled right after Exam 3.
Quizzes: Although 6 quizzes will be given during the semester, only the highest 5 scores will be
counted toward your grading (to your benefit). Quizzes will be given randomly at the beginning
of the class, during the class, or at the end of the class.
Individual Event Projects: Each student is expected to make one oral presentation in class and
turn in the PPTs during the semester. Your event project will be evaluated based on your
summary quality and presentation communication skills.
Group Harvard Case Write-up. The case write-up will be assigned in class two weeks before
the due date. Form a 3-person group in case studies and turn in the assignment as a group. Details
will be given in class*.
* please power off or mute cellular phones. You cannot read newspaper, solve the crossword
puzzle, or do anything not related to the class.
Academic Integrity - Learning is both an individual and a cooperative undertaking. Asking for and giving help
freely in all appropriate setting helps you to learn, however, you should represent only your own work as your
own. Personal integrity is the basis for intellectual and academic integrity. Academic integrity is the basis for
academic freedom and the University's position of influence and trust in our society. University and school
rules and standards define and prohibit "academic misconduct" by all members of the academic community
including students. Faculty expects students to be familiar with these standards and to abide by them. Temple’s
Policy on Academic Dishonesty is available at the following link:
http://www.temple.edu/bulletin/Responsibilities_rights/responsibilities/responsibilities.shtm
Academic Freedom - Freedom to teach and freedom to learn are inseparable facets of academic freedom.
Temple University has adopted a policy on Student and Faculty Academic Rights and Responsibilities which is
accessible through the following link: http://www.temple.edu/ece/Univer%20Policy%202006.pdf
Academic Accommodations - It is Temple University's policy to provide reasonable accommodations to
students with exceptional needs under the ADA. Any student with a disability or need should inform their
instructor of accommodations or adjustments as needed. Faculty exerts effort to accommodate students with
documented disabilities. For more information about the ADA and academic accommodations or adjustments,
contact the Office of Disability Resources and Services at 215-204-1280 or go the website:
http://www.temple.edu/disability/ Students in need of academic support are encouraged to seek that help; try:
For help with your writing, try: http://www.temple.edu/writingctr/
For Academic Support, try: http://www.temple.edu/rcc/w1.htm
For general counseling, try: http://www.temple.edu/counseling/backup/
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International Marketing
Grading Tracking Form
Requirement
Points
Exam 1
100
Exam 2
100
Exam 3
100
Class Attendance
50
Quizzes (5*20)
100
Individual Assignment: Event project (40)
40
Group Assignments: Harvard Cases (60)
60
TOTAL
550
6
Tracking My Points
International Marketing
Group Members Contact Information Form
Member Name
Email Address
7
Phone #
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:
_______
_______
____________________________ (#1)
Group member: _____________________________ (#2) +_______
+ _______
Group member: _____________________________ (#3) +_______ + _______
= 100 pts.
=100 pts.
Write down some comments about your group:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Individual Event Projects

Follow the format in below for both presentation and PPTs (with 10 slides for 10 minutes).
Please remember that you should submit a hard copy of the PPTs (fit the slides in one page,
2-sided) and the article (stapled together) to me at the beginning of the class due. You should
keep a separate copy for your presentation. You also email me a soft copy of your
powerpoint before the class due (Due dates are posted online).
(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): Each student is expected to make one individual oral presentation in
class. Select one current (less than 4 weeks old) article from BusinessWeek, Fortune, Harvard
Business Review, http://china.adage.com/, and the Wall Street Journal*.
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 to U.S.A (In your oral presentation, feel free to use any culturerelated food, dance, clothing, music, money,…, to demonstrate. Extra points possible)
http://dir.yahoo.com/Regional/countries/ , https://www.cia.gov/library/publications/the-worldfactbook/index.html , http://www.countryreports.org/
The chapter concept related to 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
The conclusion:
4. your thoughts (2 most important points in your view) on how this article and the chapter
concept can help a fortune 500 firm** (or your own firm) to market better or sell more in
the foreign country
**You select a firm from http://fortune.com/fortune500/
Oral presentation time=10 minutes in class, (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. It is NOT necessary for you to find an article talking about the local firm per se. You
only need to make argument on how and why this article will benefit the local firm.
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Group Harvard Interview Presentation

The Harvard interviews are group-based assignments. Each group (3-person group) is
expected to turn in 20 PPT slides for the oral presentation (20 minutes). Rehearsal is the key
to a better grade.

Please remember that you should submit a hard copy of the PPTs (fit the slides in two pages,
2-sided) to me at the beginning of the class due. You should keep a separate copy for your
presentation. You also email me a soft copy of your powerpoint before the class due (Due
dates are posted online). Follow the same format in below for both presentation and PPTs.

The topic is about “Helping US Firms to Sell More Successfully in Foreign Countries.”
Below is an example of how to accomplish the project with China as the foreign country.
Your group may discuss and select any other foreign country such as Russia, India, Japan,
Brazil, Mexico, Germany, or any other interesting countries.
The introduction (you names, company, and China)
The Firm and China background before the interview:
1. select one local firm (or big firm from http://fortune.com/fortune500/) that is either conducting
businesses in China or interested in entering China; research the firm’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
2. present China profile, culture, and the significance of China to world (In your oral
presentation, feel free to use any culture-related food, dance, clothing, music, money,…,
to demonstrate. Extra points possible); report a summary of one current news related to
the firm’s global actions in China (from BusinessWeek, Fortune, the Wall Street Journal,
Neilsen.com, or Google); read the Harvard Business Review articles on China^
Interview the firm manager
3. schedule an appointment (get the contact information from the websites or personal
networking). Before the interview, your group should have read the Harvard articles,
have researched the firm website and its major competitors, and have prepared some
semi-structured questions to ask (adapt the exemplar Client Interview Form in your
interview context; include this form as the Appendix stapled together.
4. interview at least one manager (staple his/her business card, attach a picture/video clip
in the PPT, and post the video clip on youtube.com). Write up the real manager’
perceptions of doing business in China, reasons why (or why not) doing business in
China. (Extra points possible for CEOs, C_Os, VP, President interviewees)
Group thoughts after the interview:
5. Report group learning points (three key take-away points in your group’s view) how the
interview, Harvard articles, and your team work can help the local firm to market/sell
more successfully in China, i.e., adaptations of the firm’s 4P+3C+brand
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*******************************
^Harvard Articles References:
IN CHINA THE RIGHT POLITICAL TIES COUNT, Weiting Zheng; Kulwant Singh; Mitchell,
Will; Paine, Lynn S. Harvard Business Review. Nov2014, Vol. 92 Issue 11, p30-32
Amway's President on Reinventing the Business to Succeed in China. DeVos, Doug. Harvard
Business Review. Apr2013, Vol. 91 Issue 4, p41-44.
What the West Doesn't Get About China. By: Stalk, George; Michael, David. Harvard
Business Review. Jun2011, Vol. 89 Issue 6, p25-27.
KFC's Radical Approach to China. By: Bell, David E.; Shelman, Mary L.. Harvard Business
Review, Nov2011, Vol. 89 Issue 11, p137-142,
CHINA VS THE WORLD. By: Hout, Thomas M.; Ghemawat, Pankaj. Harvard Business
Review, Dec2010, Vol. 88 Issue 12, p94-103,
CHINA + INDIA The Power of Two. By: Khanna, Tarun. Harvard Business Review, Dec2007,
Vol. 85 Issue 12, p60-69,
[optional, extra readings]
How China Reset Its Global Acquisition Agenda. By: Williamson, Peter J.; Raman, Anand P..
Harvard Business Review, Apr2011, Vol. 89 Issue 4, p109-114,
INSIDE THE MIND OF THE CHINESE CONSUMER. By: McEwen, William; Xiaoguang
Fang; Chuanping Zhang; Burkholder, Richard. Harvard Business Review, Mar2006, Vol. 84
Issue 3, p68-76.
Zeng, Ming and Peter Williamson (2003), “The Hidden Dragons,” Harvard Business Review,
81(October), 92-99.
Khanna, Tarun; Palepu, Krishna G.; Sinha, Jayant; Klump, Andy; Kaji, Niraj; Sanchez, Luis;
Yacoub, Max (2005), “Strategies that Fit Emerging Markets,” Harvard Business Review, 83
(June), 63-76.
Graham, John and Mark Lam (2003),” The Chinese Negotiation,” Harvard Business Review,
81(October), 82-91.
(All these Harvard articles in pdf files are available for free online at
http://vv4kg5gr5v.search.serialssolutions.com/?V=1.0&N=100&L=VV4KG5GR5V&S=A
_T_B&C=harvard+business+review
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Client Interview Form
*you need to adapt this to international marketing context
**you may select some of the most interesting responses in QA format, and put them in the paper. Then,
attach other responses in the end as an appendix.
Name of Firm: ___________________________________________________________
Address: ________________________________________________________________
Contact: ____________________________________ Phone: _________________
General Information:
Years in operation and background:
____________________________________________________________________________________
____________________________________________________________________________________
________________________________________________
Major products, product lines, or services:
____________________________________________________________________________________
____________________________________________________________________________________
________________________________________________
Customers:
Geographical distribution: __________________________________________________
Descriptive Characteristics (Age, Sex, Income, Occupation, Material Status etc.):
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________
Do you have customer groups that differ significantly from each other? If so, how?
____________________________________________________________________________________
____________________________________________________________
Are there groups of customers you think you should be reaching but aren’t? If so, what do you think is
the reason they aren’t being reached?
____________________________________________________________________________________
____________________________________________________________
Are all of your potential customer groups sufficiently aware of your product or service? If yes, why do
you think that? If not, why not?
____________________________________________________________________________________
____________________________________________________________
Competition:
Who do you think to be your major competitors and what is (are) the particular strength(s) of each?
Competitor
Major Strengths
____________________
________________________________________________
____________________
________________________________________________
____________________
________________________________________________
____________________
________________________________________________
____________________
________________________________________________
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Pricing:
How important is pricing in maintaining your competitive position?
____________________________________________________________________________________
____________________________________________________________
How are your prices compared to your competitors?
____________________________________________________________________________________
____________________________________________________________
How do you set your prices or make price changes?
____________________________________________________________________________________
____________________________________________________________
Advertising:
How important is advertising in maintaining your competitive position?
____________________________________________________________________________________
____________________________________________________________
What does your advertising say?
____________________________________________________________________________________
____________________________________________________________
How much (or how often) do you advertise?
____________________________________________________________________________________
____________________________________________________________
Where do you advertise?
____________________________________________________________________________________
____________________________________________________________
Do your competitors advertise more or less than you do?
____________________________________________________________________________________
____________________________________________________________
Do you think their advertising is effective?
____________________________________________________________________________________
____________________________________________________________
Sales Promotion:
Are sales, special prices, coupons, or other promotional items important to the success of your business?
____________________________________________________________________________________
____________________________________________________________
Which kinds do you and your competitors use?
____________________________________________________________________________________
____________________________________________________________
Do you use these methods to attract new customers or to build loyalty among existing customers?
____________________________________________________________________________________
____________________________________________________________
Distribution or Location:
How important is distribution or location in maintaining your competitive position?
________________________________________________________________________
How is your location compared to your competitor’s?
____________________________________________________________________________________
____________________________________________________________
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Personal Selling and Customer Service:
How important is personal selling and/or customer service in maintaining your competitive position?
________________________________________________________________________
How is your sales staff compared to your competitor’s?
____________________________________________________________________________________
____________________________________________________________
Major Decisions:
Are there decisions in any area of your business that you are contemplating within the next year?
Decision #1: _____________________________________________________________
Major alternatives: ________________________________________________________
Greatest uncertainty about alternatives: ________________________________________
What would you like to know that would help reduce this uncertainty?
____________________________________________________________________________________
____________________________________________________________
Decision #2: _____________________________________________________________
Major alternatives: ________________________________________________________
Greatest uncertainty about alternatives: ________________________________________
What would you like to know that would help reduce this uncertainty?
____________________________________________________________________________________
____________________________________________________________
Other Information:
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