Global Strategic Marketing
MBAI 6661 TGAA
Fall Semester 2013
Instructor:
Dr. David K. Amponsah
Course
Prerequisites:
MBA 5504
Office Hours
2:00 – 4:30 p.m. MWF
4:00 – 5:00 p.m. TU
Office Location:
249 Bibb Graves Hall
Office Telephone:
334-670-3422
334-670-3459 Secretary
334-670-3599 FAX
Email:
damponsa@troy.edu
Time of Class:
1:00 – 3:45 p.m., Tuesday
Class Location:
211 Bibb Graves Hall
SCOB Vision and
Mission
Statements:
SORRELL COLLEGE OF BUSINESS VISION STATEMENT
The Sorrell College of Business will be a recognized and
respected leader for quality and flexibility in the delivery of
business education that prepares graduates to succeed in the
global business environment.
SORRELL COLLEGE OF BUSINESS MISSION STATEMENT
The Sorrell College of Business supports the Troy University
mission by preparing our diverse student body to become
ethical professionals equipped to compete in the global
business environment. To achieve this, our faculty, staff, and
administration will:
1) provide quality education in global business through our
undergraduate and graduate programs, delivered around
the world through face-to-face and online environments,
to traditional, non-traditional, military, and international
students;
2) contribute to the development and application of
knowledge focused on applied business, learning, and
pedagogical research;
3) provide service to the University, business and
2
professional organizations, and our communities through
individual involvement, business outreach, and our
centers for research.
Course
Description:
Application of marketing concepts, principles and procedures for
planning, development, implementation and control of marketing
programs in profit and non-profit global organizations. Emphasis is on
the matching of organization resources and strengths with global
marketing opportunities, and strategies to overcome environmental
threats.
Course Objectives:
On completion of the course, the student should be able to:
1. Describe the macro environment factors that are driving
globalization in the global marketplace.
2. Analyze opportunities and challenges in a specific global
market environment.
3. Discuss today’s global media and the challenges in a global
cross-cultural communication.
4. Design a marketing program for a global market.
Purpose:
To introduce an understanding of the marketing function, what is
marketed, and who does the marketing. MBA core requirement.
Text(s):
Global Marketing Management by Kotabe, Masaaki and Helsen,
Kristiaan (5th Edition), John Wiley & Sons, Inc. 2013.
ISBN 13 978-0-470-38111-3
Other Materials:
Articles - from Journal of Marketing, Harvard Business Review, Journal of
International Marketing, etc.
Useful Websites
for This Course
www.stst-usa.gov
www.markettools.com
Consumer Expenditure Survey
Marketing Research Links (from Vanderbilt University)
US Census
Yellow Pages
Survey of Buying Power
3
Grading Methods:
Midterm Examination
Final Examination
Group Case Analyses and Reports
Class attendance and participation
Grading Scale
25% of final grade
25% of final grade
45% of final grade
5% of final grade
A
B
C
D
90-100%
80-89%
70-79%
60-69%
F
0-59%
A student’s final grade in this course is based on all course requirement activities.
The midterm grade will be calculated using the same grade formula as stated above.
It will be based on the student’s test and exercise scores up to the cut-off date. A
MIDTERM GRADE IS NOT A GUARANTEED FINAL GRADE.
1.
2.
3.
HOMEWORK (ASSIGNMENT) POLICY:
Each assignment will be taken up for a grade. Assignments should be
handed in during the class roll call.
A late assignment will be graded one letter grade lower than the grade
earned.
Someone other than the student may hand in the assignment of a student
who is absent.
4
Class Procedure
and Requirements:
Teaching Methods
The methods of instruction in this course include class lectures, class discussions,
case analyses and reports.
Student Group Assignments:
1.
The Course Instructor will assign (in the 2nd week of class) each student
in the class to a Group of about 4 people.
2.
Students, working in the small groups, will be challenged to Submit
Written Answers to End-of-Chapter Case Questions, presenting and
explaining Appropriate Strategies for solving Marketing Problems and
Issues described in the Case Questions.
3.
A (weekly) Group leader will submit (via e-mail attachment) the Type,
Double-Space Written Answers to the Case Questions (Due at 1:00 p.m.
on Sunday) to the Course Instructor, for Grading.
See Grading Method section of the Syllabus.
CLASSROOM ADMINISTRATION
Students are expected to:
1. Punctually attend all scheduled classes. See attendance policy.
2. Be responsible for all instructions and assignments given in class as well as for
the supporting textbook content.
3. Read the textbook material and other assigned readings before the lecture. This
leads to a better understanding of the lecture, as well as the opportunity to ask
questions about material(s) in the text that were unclear or that the student did
not understand.
4. Exams, except the final, will be temporarily returned and reviewed. If the
student needs to spend more time reviewing or questioning the grading of the
exam he/she may see the professor during office hours.
5. THERE WILL BE NO LATE EXAMINATION IN THIS COURSE. Makeup exams will be administered only to students who have received approval
from the professor prior to the test date.
6. Regular class attendance and participation is required in this course. See
the Grading Method section.
7. NOTE: The professor reserves the right to make changes in the
instructional materials and the assessment process relative to the nature
and composition of the class.
General Supports:
The SCOB computer labs will be available to students for secondary data search.
5
Weekly
Assignments
Date
Chapter
Aug 20
Introduction
Globalization Imperative
Globalization of Markets
Evolution of Global Marketing
Domestic marketing
Export Marketing
International Marketing
Multinational Marketing
Global Marketing
1
Aug 27
Assignment
2
Economic Environment of Global Markets
Intertwined World Economy Country
Competitiveness
Emerging Economies
Information Technology and the Nature of
Global Competition
Regional Economic Arrangements
Student Case Groups Organization
Group Case Assignment: “Boeing Versus
Airbus – Let The WTO Decide” (p. 64)
Sept 3
3
Financial Environment of Global Markets
Historical Role of the U.S. Dollar
Development of Today’s International
Monetary System
Foreign Exchange and Foreign Exchange
Rates
Balance of Payments
Marketing in The Euro Area
Group Case Assignment: “Samsung’s
Survival of the Asian Financial Crisis” p. 100
Sept 10
4
Global Cultural Environment and Buying
Behavior
Definition of Culture
Elements of Culture
Adapting to Cultures
Culture and the Marketing Mix
Global Customer Relationship Management
Group Case Assignment: “Selling Bratz
Dolls in Asia” p. 139
6
Sept 17
5
Political and Legal Environment of Global
Markets
Global Political Environments
Social Pressures and Political Risks
Terrorism and The World Economy
International Agreements
International Law and Local Legal
Environment
Group Case Assignment: “Coca-Cola In
India” p. 188
Sept 24
6
Global Marketing Research
Marketing Information System
Defining the Research Problem
Secondary Global Marketing Research
Primary Global Marketing Research
The Internet and Global Market Research
Managing Global Marketing Research
Group Assignment: Discussion Questions 3
and 6. p. 219
Oct 1
8
Global Marketing Strategies
Information Technology and Global
Competition
Global Marketing Strategy
R & D, Operations, and Marketing Interfaces
Regionalization of Global Marketing Strategy
Competitive Analysis
Group Case Assignment: “GM and Ford
Pursuit of Different Benefits From Global
Marketing” p. 286
Oct 8
--
Midterm Examination
Oct 15
9
Global Market Entry Strategies
Target Market Selection
Choosing the Mode of Entry
Exporting, Licensing, Franchising, Joint
Ventures, and Strategic Alliances
Direct Foreign Investment
Timing of Entry
Market Exit Strategies
Group Assignment: “Can McDonald’s DeThrone The Colonel In China?” p. 327
7
Oct 22
10 & 11
Global Product Development and Marketing
Policy Decisions
Global Product Strategies
Standardization Versus Customization
Developing New Products for Global Markets
Global Branding Strategies
Management of Multinational Product Lines
Product Piracy
Country-Of-Origin Effects
Global Marketing of Services
Group Case Assignment: “Philip Morris
International – Thriving In A Hostile
World” p. 355 – 356
Oct 29
12
Global Pricing
Drivers of Foreign Market Pricing
Managing Price Escalation
Pricing in Inflationary Environments
Global Pricing and Currency Fluctuations
Transfer Pricing
Global Pricing and Antidumping Regulation
Countertrade
Group Case Assignment: “Whistle Blowers
Raise Some Serious Question About
Swatch’s Transfer Pricing Policies” p. 424
Nov 5
13
Communicating With The World Consumer
Global Advertising and Culture
Setting the Global Advertising Budget
Global Media Decisions
Advertising Regulations
Choosing An Advertising Agency
Other Means of Communication
Global Integrated Marketing Communications
Group Case Assignment: “P & G China – A
Legal Cloud Over SK-II” p. 461- 462
Nov 12
15
Global Logistics and Distribution
Definition of Global Logistics
Managing Physical Distribution
Managing Sourcing Strategy
Free Trade Zones
International Distribution Channel
International Retailing
Group Case Assignment: “Which
Distributor To Choose In Costa Rica?”
p. 538
8
Nov 19
Additional
Services:
17
Planning, Organizing, and Control of Global
Marketing Operations
Nov 23 –
Dec 1
Fall Break & Thanksgiving Holidays
Dec 3
Final Examination
AMERICANS WITH DISABILITIES ACT STATEMENT:
Troy University supports Section 504 of the Rehabilitation
Act of 1973 and the Americans with Disabilities Act of
1990, which insure that postsecondary students with
disabilities have equal access to all academic programs,
physical access to all buildings, facilities and events, and
are not discriminated against on the basis of disability.
Eligible students, with appropriate documentation, will be
provided equal opportunity to demonstrate their
academic skills and potential through the provision of
academic adaptations and reasonable accommodations.
Further information, including appropriate contact
information, can be found at the link for Troy University’s
Office of Human Resources at
http://www.troy.edu/humanresources/ADAPolicy2003.htm
9
Cell Phone and
Other Electronic
Device Statement:
Use of any electronic devise by students in the
instructional environment is prohibited unless explicitly
approved on a case-by-case basis by the instructor of
record or by the Office of Disability Services in
collaboration with the instructor. Cellular phones, pagers,
and other communication devices may be used for
emergencies, however, but sending or receiving nonemergency messages is forbidden by the University.
Particularly, use of a communication device to violate the
Troy University “Standards of Conduct” will result in
appropriate disciplinary action (See the Oracle.)
In order to receive emergency messages from the
University or family members, the call receipt indicator on
devices must be in the vibration mode or other
unobtrusive mode of indication. Students receiving calls
that they believe to be emergency calls must answer
quietly without disturbing the teaching environment. If the
call is an emergency, they must move unobtrusively and
quietly from the instructional area and notify the instructor
as soon as reasonably possible. Students who are
expecting an emergency call should inform the instructor
before the start of the instructional period.
Attendance Policy:
1.
2.
3.
Class Roll: Class roll will be taken at the beginning of the class session.
Students who arrive after their names have been called are responsible for
making sure that they are marked present.
Attendance is mandatory. If a student misses a class, it is his/her
responsibility to obtain all information and materials presented (including
materials covered, handouts, skills learned, and homework assignments) during
his/her absence.
Excused absences: Excused absences have the following characteristics:
a. Professor was informed prior to the absence.
b. Professor determines that the absence is excused.
c. Absence is of the following type:
1. Participation in a documented official university function that does not
permit the student’s class attendance (e.g., participation in athletic
events, field trips, etc.)
2. Severe illness (this does not include scheduled medical appointments nor
driving someone else to doctor), a hospital stay, or a doctor's excuse
saying that it is impossible for student to attend class(es)
3. Death of immediate family member (grandparent, parent, sibling, or child)
4. Appearance in court
5. Personal situations that are approved by the professor in advance of the
time the student is to be absent.
d. Written documentation (on letterhead) must be provided.
10
Incomplete Work
Policy:
Any incomplete work at the end of the term will not be accepted unless the student
can provide acceptable and clear documentation prior to grades being submitted to
the Registrar.
Cheating Policy:
PENALTY FOR CLASSROOM DISHONESTY: AN “F” GRADE FOR THE
COURSE.