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Loyola University Chicago

John Felice Rome Center

Mark 341 Global Marketing

Fall 2014

LOYOLA UNIVERSITY

Rome Center

Marketing Department

 

 

Global Marketing (MARK 341)

TR 2:20pm-3:35pm

Fall 2014 Syllabus

 

I. GENERAL INFORMATION

 

Instructor:      Marshall Langer

Office hours:  By appointment (convenient times: TR 1:45-2:20pm or 5:00-6:00pm)

Telephone:     +39 347.1763096

Email:             mlanger11@gmail.com

Background:   Marketing strategist, corporate management, Wall Street.  Wharton MBA (Marketing).

 

II. COURSE INFORMATION

 

1. Course Description.  In this course students learn the ways in which global marketers operate. Through text, lecture, case study, and discussion, the course provides insight into various types of marketing operations and select frameworks of global marketing.  Economic, political, legal, and cultural differences among nations are discussed, with emphasis on those areas of specific interest to the marketer.  Additionally, the course  introduces students to the international framework of organizations, laws, and practices that affect marketing and it develops students abilities to identify and evaluate marketing opportunities abroad.  Research skills – sourcing information, making deductive conclusions, and presenting results – are emphasized.

 

The course is divided into 3 distinct parts, as follows:

 

Module I: The Global Marketing Environment

Module II: Strategy Decisions in International Marketing Mix

Module III: Brand Management

 

2. Learning Objectives.

 

  1. Develop accurate assessments of the way in which global economic, political, and cultural differences among nations affect marketing strategies.

 

  1. Craft marketing strategies that exploit analyses that illuminate macroeconomic realities affecting international monetary relations. 

 

  1. Exhibit marketing research skills in sourcing information, making deductive conclusions, evaluating opportunities, and presenting results to decision-makers. 

 

  1. Hone sensitivity skills required to succeed in multinational business environments.


III. LEARNING ACTIVITIES

 

1. Interactive class discussion.  Classes are highly interactive.  Instructor prompts students for response to questions posed and solicits his/her thoughts on issues discussed.  Format is probing and direct.  Additionally, instructor provides concrete, real-world examples to illustrate concepts.  Lecture format reinforces by example appropriate methods for asking questions, gaining relevant insights, and making appropriate recommendation. (Contributes to Learning Objectives A, B, C, D)

 

2. Presentation of textbook readings by professor and students.  Textbook and other assigned readings (assigned according to the schedule in section IX of this syllabus) present relevant topics, which are covered more in-depth in class lecture.  In class discussion of readings, instructor highlights most relevant reading topics and shows by example how to present data in a stimulating way, consistent with achieving course objectives. (Contributes to Learning Objectives A, B, C)

 

3. Case Study and/or Article Presentation.  Case studies and articles are used to further illustrate real-world examples of subject topics.  For all assigned cases/articles, students should be prepared to answer questions about the case/article and be able to illustrate its subtler aspects.  For select cases/articles an individual written submission is due. For select cases/articles students will be selected to make a presentation. In class discussion of case studies/articles serves to highlight analytical methods, indicating specifically, ways to discern the most relevant focal points. (Contributes to Learning Objectives A, B, C, D)

 

4. Global marketing project.  Chose 1 below. Group will present to class.  See presentation grading rubric posted online.  (Contributes to Learning Objectives A, B, C, D).

 

1)      Chose an American products and present to the class the way in which that product is marketed differently in each of Europe, Asia, Middle East and Latin America.  Include information on advertising, consumer preference, risk factors, etc.

 

2)      Assume that following their successful Sagatiba launch in England (Saatchi film) your team is hired by the Sagatiba liquor company to determine the next best European market: either Rome, Amsterdam, Paris, Berlin.  Conduct secondary market research to find available data that might indicate which is the better market - consider drinking habits, openness to foreign products (look for signs of this), competition, distribution, advertising restrictions, etc.  Use a modified version of the market research Excel spreadsheet to make a definite determination as to which market is superior and by who much.  Indicate what additional research you would do if you had the time and budget (indicating cost).  

For both projects, review each course concept and state how it would effect your decision as to which market is superior - i.e. legal restrictions, political risks, economics, communicability, culture, distribution, etc. 

IV. ASSESSMENT

 

35%     Midterm exam

40%     Final exam

10%     Group project

15%     Short presentation of cases/articles, quizzes, and class participation

 

1. Exams. Exams will be composed of essay questions that test your ability to apply concepts discussed through the exam date. (Measures Learning Objectives A, B, C)

 

2. Case/Article Analyses.  All cases/articles should be prepared for class. For select cases/articles students will be selected to make a presentation.  Your grade for the presentation will reflect much new insight you teach the class (rather than repeat the facts).  (Measures Learning Objectives A, B, C)

 

3. Quizzes. Short, in-class quizzes will test your comprehension of course materials to date. (Measures Learning Objectives A, B, C)

 

4. Class Participation. You will be graded on the quality of, and demonstrated insight of, your in-class comments, including comments related to answers to assigned problems. (Measures Learning Objectives A, B, C, D)

 

5. Group Project. See section III, # 4 above for further detail. (Measures Learning Objectives A, B, C, D)

 

7. Attendance. Attendance is mandatory, however a student may miss up to 5 classes without penalty or explanation.  You may not miss 2 classes in a row without prior approval of instructor.  More than 5 unexcused absences will result in a reduced grade in the course.

 

8. Please see Loyola guide. For additional information on grading, plagiarism, and other class related issues.


V. REQUIRED COURSE READING MATERIAL

 

1. Required reading:

 

To be purchased by students:

 

Keegan, Green, Global Marketing 5th Edition, Prentice Hall, 2007 (Referred to as “GM” in course schedule).

 

Excepts to be provided by instructor:

 

Krugman, Obstfeld, International Economics, 7th Edition, Pearson, 2006 (Referred to as “KR” in course schedule).

Select articles and cases per class schedule in Section VII.

 

VI. SUGGESTED ADDITIONAL READINGS

 

1. Books.

 

Ogilvy, The Confessions of an Advertising Man, Oldcastle, 2005

Annacchino, New Product Development: From Initial Idea to Product Management, Butterworth-Heinemann, 2003

Koehn, Brand New: How Entrepreneurs Earned Consumer’s Trust, HBS Press, 2001

Blattberg, Getz, Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets, HBS Press, 2001

Hill, Think and Grow Rich, St. Martin’s Press, 2001

Corey, Theory and Practice of Counseling and Psychotherapy, Wadsworth, 2001

Yalom, The Theory and Practice of Group Psychotherapy, Basic Books, 2005

Weiss, Many Lives, Many Masters, Simon & Schuster, 1988

Jones, Bray, Steffy, Applying Psychology in Business, Macmillan, 1990

Cialdini, Influence: Science and Practice, Allyn & Bacon, 2000

 

2. Internet Sites.

 

www.marketingpower.com for the American Marketing Association

www.aaf.org for the American Advertising Federation

www.adage.com for Ad Age, including latest news about the Ad world

http://future.sri.com/vals/vals2.html for SRI Consulting Values and Lifestyle System

www.claritas.com/seg_nbr.htm for PRIZM (Potential Rating Index by ZIP Market)

http://stats.bls.gov for US Bureau of Labor Statistics

www.sec.gov for public company filings (all U.S. public plus foreign public with U.S. listings)

www.baddesigns.com funny website highlighting poorly designed products

www.statsoft.com/textbook/stathome - for straightforward explanations of statistical terms and concepts

www.advertising.it  - Italian advertising site

 

3. Periodicals.

 

Advertising Age, Adweek, Brandweek, Business Week, Harvard Business Review, International Journal of Advertising, Journal of Consumer Research, Journal of Advertising Research, Journal of Marketing Research, Journal of Consumer Affairs, Marketing News, Marketing Week, Psychology & Marketing, Sloan Management Review


VII. CLASS SCHEDULE

 

Please note:You are not required to make a written submission unless instructed to do so.  Reading should be completed prior to class.

 

#

Date

Instruction /

Activity

Topic /

Written Assignment Due (if any)

Reading Assignment

(Read for assigned class)

INTRODUCTION

1

 

Introduction

Course introduction.

Introduction to global marketing.

Marketing concepts review.

GM5: C1 p10-18, 

                p24-32

 

GM7: C1 p8-16, 

                p20-26

2

 

Lecture

Segmentation, targeting, and positioning.

GM5: C7 p230-234,

                p237-244,

                p247-253

 

GM7: C7 p201-204,

                p206-218

THE GLOBAL MARKETING ENVIRONMENT

Socio-Cultural Factors

3

 

Lecture

 

 

 

 

 

 

 

- - - - - - - - - -

Film

Social and cultural environments.

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Optional reading

Tips for successful cross cultural communication

Religious systems worldwide

Cultural analysis – Hofstede, Model of Freedom (CA)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Deng Xiao Ping (clip)

GM5: C4 p110-133

 

GM7: C4 p100-118

- - - - - - - - - - - - - -

Posted online in optional readings folder

4

 

Case Studies

 

- - - - - - - - - -

Articles

 

Funai

LG

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

In Sweden men can have it all.

Beware of using animals in ads.

p4-7

p3 (top) - p11 (top)

 

 

5

 

Film

Inside Saatchi Marketing Communications

--

6

 

Activity

Developing a global marketing strategy.

--

Macroeconomic Environment and Trading

7

 

Lecture

 

 

 

 

 

 

 

 

 

 

 

 

 

- - - - - - - - - -

Case Studies

Global economic environment.

 

 

 

 

 

 

 

 

 

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Weight Watchers Mexico

 

 

Nestlé Ghana (optional)

GM5: C2 p41-44,

                p50-69

 

GM7: C2 p36-38,

                P45-60

 

Optional reading

KR: C12 (p283-p298)

KR: C16 (p408-p412)

                  (p424-p427)

KR: C17 (p449-p460)

GB: Chapter 10

MG: Case 5.2 (with explanation posted)

- - - - - - - - - - - - - -

p6 (bottom) -10 + Exhibits 1 & 7

 

p290 (bottom of column 1) – p298

 

 

 

#

 

Date

Instruction /

Activity

Topic /

Written Assignment Due (if any)

Reading Assignment

(Read for assigned class)

8

 

Lecture

 

 

 

 

 

 

 

 

 

 

 

- - - - - - - - - -

Film

The global trade environment.

 

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Political, legal, and regulatory factors in global marketing.

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Tariffs and subsidies.

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Effects of trade in the Caribbean

GM5: Chapter 3

GM7: Chapter 3

 

Optional reading

IF: C19 on trade (notes also posted)

- - - - - - - - - - - - -

GM5: Chapter 5

GM7: Chapter 5

- - - - - - - - - - - - -

Optional reading

KR: C8 p179-187

 

BRAND MANAGEMENT

Branding

9

 

Lecture

 

 

 

 

- - - - - - - - - -

Articles

 

 

- - - - - - - - - -

Case Study

 

Film Clips

Product and brand decisions.

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Frances Hermes loses China trademark battle

How companies are cracking down on piracy

Getting real about fakes (optional)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Manchester United

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Yogurt

GM5: C10 p335-337,

                p347-352

 

GM7: C10 p294-297,

                 p302-309

- - - - - - - - - - - - -

Posted online

 

 

- - - - - - - - - - - - -

p614-625

Publicity

10

 

Guest Speaker

 

 

 

Daniela Mancinelli, Publicity Executive

Topic: Managing publicity campaigns globally

 

 

 

 

Global PR reading posted online

 

Optional reading

Publicity and PR readings posted online

Product and Brand Decisions

11

 

Case Studies

 

 

- - - - - - - - - -

Articles

 

 

 

 

 

- - - - - - - - - -

Films

LinkedIn

Marketing to mothers

Halal foods

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Local Brands Fuel Global Competition

Cultural tastes affect international food packaging

 

Optional reading

At Estée Lauder, a Brand Is Developed Just for China

Why You Aren’t Buying Venezuelan Chocolate (branding)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Walmart: The High Cost of Low Price

Valentino: The Last Emperor (Global fashion marketing)

p5 (middle) – p11 (top)

 

Marketing Communications

12

 

Guest Speaker

Giacomo Gori, Int’l Marketing Manager

Topic: Int’l Marketing for Consumer Products

--

 

 

 

#

 

Date

Instruction /

Activity

Topic /

Written Assignment Due (if any)

Reading Assignment

(Read for assigned class)

13

 

Lecture

Media choice and cost/benefit - billboard, TV, radio, print, internet, trade publications.

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Ambient marketing:

 

See:

http://www.creativeguerrillamarketing.com/guerrilla-marketing/17-international-ambient-marketing-examples/

GM5: C13 p435-441,

                p450-463

 

GM7: C13 p382-389,

p395 (cultural considerations) - 405

- - - - - - - - - - - - -

See website

14

 

Lecture

 

- - - - - - - - - -

Articles

Global marketing communication decisions: sales promotion, personal selling, social media.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Advertisers Seek to Speak to Muslim Consumers

Social Media Usage Across Cultures (optional)

GM5: C14 p469-478

GM7: C14 p410-419

 

15

 

Exam

Midterm Exam.

--

16

 

Activity

Marketing management.

--

ENTRY STRATEGIES

17

 

Lecture

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

- - - - - - - - - -

Case Study

- - - - - - - - - -

Film

Global market entry strategies.

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Importing, exporting, and sourcing. (optional)

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Country analysis

 

- - - - - -  - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

North Dakota ranchers send cows to Kazakhstan (entry)

 

Optional reading

Danone's Cheap Trick (entry)

How Mobile Phones Are Transforming Indian Agriculture (entry)

- - - - - -  - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

P&G organization

- - - - - -  - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

P&G Brand Management

GM5: C9 p293-310

GM7: C9 p256-271

- - - - - - - - - - - - -

GM5: C8 p261-274,

p277-279

 

GM7: C8 p227-238

                p240-243

- - - - - - - - - - - - -

See ISTAT 2010 posted online

 

 

 

 

 

 

- - - - - - - - - - - - -

p3-11

18

 

Lecture

 

 

 

 

 

 

 

 

- - - - - - - - - -

Articles

 

- - - - - - - - - -

Case Studies

Global marketing channels and physical distribution.

 

 

 

 

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

In India, a Retailer Finds Key to Success Is Clutter (distribution)

Can L'Oréal Get Brazilians to Buy Makeup in Stores (distribution)

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Local Memoirs of a Global Manager

Amazon Europe

Distribution channels and supply chains posted online (KB)

 

Optional reading

GM5: C12 p407-419,

                 p424-428

 

GM7: C12 p356-377

 

 

 

- - - - - - - - - - - - -

All

p7 (bottom)-p11 (top)

 

 

 

#

 

Date

Instruction /

Activity

Topic /

Written Assignment Due (if any)

Reading Assignment

(Read for assigned class)

19

 

Film

Cola Wars

--

20

 

Guest Speaker

Rossella Carrera, Director, Burson-Marsteller Rome Office

See www.BM.com

Topic: Global Public Relations

--

21

 

Lecture

Consumer behavior internationally.

 -Psychological influences

 -Sociological influences

Consumer behavior internationally posted online (skim)

p430-437, p445

MARKETING RESEARCH

22

 

Activity

Focus Groups.

 

See:

http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml

Focus group reading and Problem Group Members reading posted online

Technological Aids

23

 

Lecture

(Bring computer to class)

- - - - - - - - - -

Case Study

Development of a marketing plan.

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Weight Watchers Mexico – use for projections

See Trophires marketing plan posted online

- - - - - - - - - - - - - -

p3, p7-10 + Exhibits 1 & 7

24

 

Lecture

Information systems.

Market research.

 

 

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Analytical methods for marketing research.

Advertising analysis (reducing volatility).

Questionnaire and survey design and analysis.

GM5: C6 p190-213

GM7: C6 p166-185

 

GM5: C17 p576-579

GM7: C15 p450-453

 

Optional reading

KB: C8 excerpt

- - - - - - - - - - - - - -

Posted online

Pricing Strategy

25

 

Lecture

 

 

 

 

 

 

 

 

 

- - - - - - - - - -

Article

Pricing strategy

 

Excel pricing spreadsheet posted online

 

 

 

 

 

 

 

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

The new Japanese consumer.

GM5: C11 p363-380,

                p383-385,

                p388-393

 

GM7: C11 p318-335

                 p337-338

                 p341-345

 

Optional reading

KB: C14 excerpt

 

 

PRESENTATION AND EXAMINATION

26

 

Presentations

Project presentations.

--

27

 

Exam

Final Exam.

--

Loyola

John Felice Rome Center · Sullivan Center for Student Services· 6339 N. Sheridan Rd., Chicago, IL 60660
Mailing Address: 1032 W. Sheridan Road, Chicago, IL 60660
800.344.ROMA · rome@luc.edu

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