Course Syllabus (See Carmen for updates)
Fisher College of Business, The Ohio State University
BUS M&L 4253: Global Marketing (1.5 hrs./7 wks.)
Instructor:
Office:
Email:
Telephone:
Melissa Fisher
250 Fisher Hall
fisher_935@fisher.osu.edu
n/a
Classroom:
Office Hours: By Appointment
URL: Carmen.osu.edu
Slides will be posted on Carmen. Please bring questions to class after reviewing the slides. Class
time will be devoted to cases, discussion, and questions about slides. Tentative topics and dates:
No.
Dates
1
2
1/7
1/9
Course Outline* (check Carmen for updates)
Topic – case pg. numbers in casebook
Textbook Chapter
(Chapters and page numbers relate to book
14th edition
which is optional)
BOOK IS OPTIONAL
CLOSED
Syllabus review and overview of class
1
Introduction to International Marketing and Trade
2
History, Geography, and Culture
3
Mattel Hot Wheels example
4 beg.
Sign up for current events and groups
Cultural Dynamics
Class Cases: IKEA Invades America/Harvard
504094-PDF-ENG and
Starbucks Going Global – pg. 2
3
4
1/14
1/16
5
1/21
6
1/23
7
8
1/28
1/30
9
2/4
10
2/6
11
2/11
Fisher
INTRO. Mattel Org. example
SPEAKER – Charles Smyser/Michelle
In-class Group Work: Global Marketing
Management: Planning/Organization
Mattel organization structure example
Global Marketing Management:
Planning/Organization
Mattel organization structure example
International Marketing Channels
Avon and Barbie, Mattel example
Culture, Management, Business Systems
Case 1: Disney – pg. 6
NO CLASS
The Political Environment
Case 2: Airbus – pg. 11
Debate: Boeing v Airbus; Should US companies be
able to bribe? How would you change US laws?
Global Vision and Marketing Research
Case 3: Mayo – p. 16
Exercise: Mayo Research Plan methods & questions
Emerging Markets – Americas/Asia Pacific
Case 4: Coke/Pepsi – p. 20
Products and Services for Consumers
Case 5: McD/Obesity – p. 26
Integrated Marketing Communications
Case 6: Nestle – p. 30
BUS M&L 4253: Global Marketing, Page 1
11
11
14
4, 5
6, 8
9
12
16
Spring 2013 (2)
12
2/13
13
14
15
2/18
2/20
2/25
Exercise: Marketing Plan for Nestle (Go forward)
Pricing for International Markets
Case 7: Bottom of Pyramid – p. 38/P&G example
Presentations – YOU MUST ATTEND!
Presentations – YOU MUST ATTEND!
FINAL?
18
*Note: Subject to change. Speakers’ schedules may necessitate revision. Please check the
information on CARMEN for updates to syllabus, lecture slides, announcements, or files.
REQUIRED: Custom case book – MacGraw Hill: see back of syllabus and this link:
https://create.mcgraw-hill.com/shop/#/catalog/details/?isbn=9781121756137
Additional Cases: as assigned from Harvard Business Review (HBR) – please hold off purchasing
as speakers may pre-empt a class case discussion
OPTIONAL Text: International Marketing, Cateora, Gilly, Graham, 14th ed. – eBook is available
Additional Cases: as assigned from Harvard Business Review – please hold off purchasing as
speakers may pre-empt a class case discussion
Supplementary Course Material
All other course materials such as class slides and instructions will either be made available on
CARMEN or given out in the class.
Course Objectives
Global Marketing focuses on developing the skills and understanding necessary to run a successful
business with international considerations and make key decisions, esp. global decisions, which
drive success. This course will prepare you to work as a key team member of an interdisciplinary or
marketing team within a larger organization. You will develop skills that will allow you to evaluate
the business, make recommendations, and execute upon those plans to drive the business.
As a result of this class, you will be better prepared to:
1. Understand the issues and challenges that international marketers face
2. Understand and use many of the terms and business models commonly employed today
3. Understand how to create well-defined action plans and execute to achieve business goals
Class Format
This class will use a format where students review concepts prior to class and the class focuses on
application and examples as well as questions. A typical class will involve three elements:
 Current events presentations from students and the instructor and relevant discussion
 Case presentation, debate, and discussion and some in-class group activities
 Q&A regarding slides and topical material posted online (we will discuss questions from
students and further elaborate on topics)
Students are responsible for the readings and slides assigned. Reading and reviewing slides should
be done prior to the relevant class as listed on the syllabus. Refer to discussion questions and
online notes prior to class. Everything in notes and assignments is fair game for test material,
whether covered in class or not; similarly, not all class material is covered in notes. The
combination of assigned material and in-class discussions/lectures will develop your thinking.
The main benefit of this class is not found in specific lessons learned but in developing a
strategic, internationally-sensitive perspective to solving problems and making
business/marketing decisions.
If you have other commitments that make attendance difficult or impossible, you should consider
taking this course during a different quarter. I do not excuse students except for valid medical
emergencies, period. These must be documented by a written excuse signed by a medical
professional.
ATTENDANCE
Fisher
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Class attendance and active, quality participation in discussions is critical to your learning.
Therefore, please attend all classes and offer reasoned, thoughtful input that incorporates materials
from the texts and our lectures/discussions versus your personal opinions and random thoughts off
the top of your head. Though those thoughts are valuable to you, business strategy must be based
on critical thinking, reasoning, and analysis of facts. You will have the opportunity to develop
these skills and demonstrate them in our class discussions; therefore, you must attend class.
I have noticed a high correlation between final grades and attendance/participation.
COURSE EVALUATION – Your grade will be determined as follows:
1. Current events article/written assignment – 1 at 20%; sign up ASAP – must fill all
Current events article related to class topics:
- Oral presentation – summarize for class and relate to class topics (3-5 min. MAX.)
- Include a few slides in a brief presentation and lead quality discussion
- Written summary – one-half page (MAX.) hardcopy write up - relate to class topics
2. Case discussions – each 5-6 person team will lead one case discussion – 40% - sign up asap
- Provide 7-10 min. MAX. presentation
- Include a BRIEF summary of case facts (we have all read the case)
- Discuss how this case relates to class topics
- Include discussion of additional research you perform – ex. What has happened since?
- Lead discussion of case with class – encourage class involvement and quality discussion
- consider discussion questions
- include questions you develop relating to class/book topics and outside research
- You MUST turn in hardcopy of slides in same class
3. Project presentations – each team will present finished project briefly (10 min. MAX.!) – 40%
Choose a company/business currently operating in a non-US home market.
Act as consultants to that company.
Recommend the best course of action to enter the US and succeed here.
We will discuss your company and challenges in class related to each class topic.
- Provide 7-10 min. MAX. presentation of your total recommendation and plan.
- Include BRIEF summary of your company/business, home country culture, customs, etc..
- Discuss how this relates to class topics – consider each topic in the US entry decision.
- Include discussion of additional research you perform
- You MUST turn in hardcopy of slides in same class
- Your group may be called upon to address issues related to topic. The response will
impact final project grade.
NOTE: There may be opportunities for extra credit at 1 or more points each
From Fisher College of Business: The University and College expectation is that students
spend two hours outside of class for every hour spent in class. Since this course meets 3 hours
per week, you should expect to spend 6 hours per week outside of class on course-related
work.
Fisher
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Grading Scale – PLEASE NOTE CUTOFFS
The grading scale that will be utilized for the final grade is as follows (note: you must reach the
minimum of each range to get that grade – ex. an 86.5 would be a B without rounding):
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79.XX % 2.3
A= 90-93.XX %
3.7
C
= 73-76.XX % 2.0
B+
= 87-89.XX %
3.3
C= 70-72.XX % 1.7
B
= 83-86.XX %
3.0
D+
= 67-69.XX % 1.3
B= 80-82.XX %
2.7
D
= 63-66.XX % 1.0
E
= below 63
Re-grading requests or grade challenges will be accepted in writing within 1 week of receipt of the
grade and must detail the issue clearly in writing. After that one week, grades are final and beyond
questioning.
Grades may or may not be rounded at the end of the quarter.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (see end of this document) with your
picture by Class 2
Important Notes
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All relevant dates and assigned reading due dates are included in the Course Outline. Please
make note of these dates and plan your quarter accordingly. If you are unable to attend a
class, please notify me by email unless it is an emergency. With a valid medical excuse for
illness, missed tests will be dealt with on an individual basis. There may be a points penalty
for taking a test late; therefore, avoid this.
You are encouraged to ask questions by email and/or set up an appointment. Questions
will be answered by return email, during a one-on-one meeting, or during the next class
session. At any time, you are encouraged to set up an appointment for one-on-one
assistance.
Please let me know if you have a disability and need accommodations to make the learning
environment more effective. Also, let me know if you are a client of Student Disability
Services and need accommodations.
You are responsible for everything that takes place in class, including changes to
assignments or schedules, whether you are present or not. If you must miss class, please
arrange with a classmate to share notes.
Please come to class on time. Late arrivals may cause a deduction of points from your final
grade. Turn off your cell phones and pagers before you come to class. Do not take calls
in class. Do not use your PDA while class is being conducted. Taking notes on a
laptop is acceptable; doing other work, gaming, or searching the internet during class
is not. These actions cause the class to become distracted and diminish the learning
environment.
Any changes to the syllabus will be posted online and/or discussed in class. You are
responsible for following the most recent syllabus. Group exercises may be noted in the
online slides.
DROP Policy – Fisher College of Business
Fisher College of Business strongly enforces University attendance policies. As per University rule
3335-8-33, any student may be disenrolled from a course for failure to attend by the first Friday of
the term, or by the 3rd instructional day of the term, or by the second class meeting, whichever
occurs first. http://trustees.osu.edu/rules/university-rules/rules8/ru8-33.html
Have fun! This course lets you formulate marketing
strategy without risking your own money or your job!
Fisher
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ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand
the University’s Code of Student Conduct, and that all students will complete all academic and
scholarly assignments with fairness and honesty. Students must recognize that failure to follow the
rules and guidelines established in the University’s Code of Student Conduct and this syllabus may
constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that
you review the Code of Student Conduct and, specifically, the sections dealing with academic
misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:
The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/tensuggestions.html)
3. Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
1.
2.
Fisher
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Due: 1/21/14 to me IN class
BIO SHEET: Bonus Opportunity
BUS M&L 4253
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Why did you pick this major?
Year in School:
Courses taken (in the areas of marketing):
Marketing:
Others that you enjoyed or disliked and why:
What are your comments on marketing courses?
What do you hope to gain from this class?
Why did you take this class?
Work experience in marketing, if any:
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
Fisher
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CASEBOOK INFO.
Here is a helpful PDF file that will assist your students in locating and purchasing their eBook
directly from the website. https://create.mcgrawhill.com/shop/#/catalog/details/?isbn=9781121756137
If they have any technical questions here are the numbers for the US 1-800-962-9342 STUDENT
PROMPT or 1-800-331-5094 (Customer Experience Team)If they are receiving particular error
messages, they should be prepared to provide that information in order to assist Technical
Support in remedying the issues at hand in an expedited manner.
Krystal F
McGraw-Hill Create
Sr. Order Fulfillment Coordinator
1-800-962-9342
Fisher
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