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.