Loyola University Chicago

John Felice Rome Center

MARK 341 Global Marketing Fall 2012

Fall 2012

TR 3:40pm-4:55pm

Fall 2012 Syllabus

 

I. GENERAL INFORMATION

 

Instructor:      Marshall Langer

Office hours:  By appointment (convenient times: T, R 3:10 – 3:40pm, 6:15 – 7:00pm)

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.

 

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

 

B.     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 depthfully 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 by American Products (Group).  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. (Contributes to Learning Objectives A, B, C, D)

 

5. Marketing Plan (Group). Each group will be assigned to work with a client company.  Devise a marketing plan for that company to enter a foreign market of their choice.  Submit written plan of no more than 5 pages and make in class presentation (and presentation to client if desired).  (Contributes to Learning Objectives A, B, C, D)


IV. ASSESSMENT

 

30%     Midterm exam

30%     Final exam

20%     Group projects

20%     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 Projects. See section III, #’s 4 and 5 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, plagarism, 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

T 09/04

Introduction

Course introduction.

--

2

R 09/06

Lecture

Introduction to global marketing.

GM: C1 p10-18, 

              p24-32

THE GLOBAL MARKETING ENVIRONMENT

Overview of the International Marketing Environment

3

T 09/11

Lecture

Global economic environment.

GM: C2 p41-44,

              p50-69

KR: C14 p346-p353

KR: C16 p408-p412,

                p424-p427

4

R 09/13

Film

Inside Saatchi Marketing Communications

--

International Trade

5

T 09/18

Lecture

The global trade environment.

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

Tariffs and subsidies.

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

Importing, exporting, and sourcing.

 

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

Country analysis

 

See: www.istat.it/dati/catalogo/20070517_00/Italy2007Ing.pdf

GM: C3

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

KR: C8 p179-187

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

GM: C8 p261-274,

              p277-279

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

See website

Socio-Cultural Factors

6

R 09/20

Lecture

 

- - - - - - - - - -Case Study

Social and cultural environments.

 

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

Facebook

GM: C4 p110-133,

              p137-140

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

--

Regional Factors

7

T 09/25

Lecture

Political, legal, and regulatory factors in global marketing.

GM: C5

8

R 09/27

Case Studies

LinkedIn

Nestle Ghana

--

Technological Aids

9

T 10/02

Lecture

Information systems.

Market research.

 

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

Analytical methods for marketing research.

GM: C6 p190-213

 

GM: C17 p576-579

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

Posted online

10

R 10/04

Film

Valentino: The Last Emperor (Global fashion marketing)

--

11

T 10/09

Lecture

Questionnaire and survey design and analysis.

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

Focus Groups.

 

See:

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

Posted online

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

Problem group members reading posted online

12

R 10/11

Lecture

Segmentation, targeting, and positioning.

GM: C7 p230-234,

              p237-244,

              p247-253

13

T 10/16

Lecture

 

 

- - - - - - - - - -

Film

Global market entry strategies.

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

Market analysis.

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

Cola Wars (part)

GM: C9 p293-310

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

Posted online

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

--

14

R 10/18

Exam

Midterm Exam.

--

--

T 10/23

No Class

--

--

--

R 10/25

No Class

--

--

 

 

 

#

 

Date

Instruction /

Activity

Topic /

Written Assignment Due (if any)

Reading Assignment

(Read for assigned class)

STRATEGIC DECISIONS IN THE INTERNATIONAL MARKETING MIX

Consumer Choice

15

T 10/30

Lecture

Consumer behavior – psychological factors.

Posted online

16

R 11/01

Lecture

Consumer behavior – sociological factors.

Posted online

17

F 11/02

Film

Global marketing film.

--

Branding

18

T 11/06

Lecture

 

- - - - - - - - - -

Article

Product and brand decisions.

 

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

Local Memoirs of a Global Manager

GM: C10 p335-337,

                p347-352

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

Posted online

Pricing and Distribution

19

R 11/08

Lecture

 

 

 

 

 

 

 

 

- - - - - - - - - -

Case Study

Pricing decisions.

 

 

 

 

 

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

Global marketing channels and physical distribution.

 

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

Amazon Europe

GM: C11 p363-380,

                p383-385,

                p388-393

Pricing Excel spreadsheet posted online

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

GM: C12 p407-419,

                p424-428

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

--

20

T 11/13

Simulation

Supply chain game. Bring laptop computer to class.

Excel spreadsheet posted online

Marketing Communications

21

R 11/15

Lecture

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

GM: C13 p435-441,

                p450-463

22

T 11/20

Lecture

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

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

Advertising analysis (reducing volatility).

GM: C14 p469-478

 

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

Posted online

--

R 11/22

No Class

--

--

BRAND MANAGEMENT

23

T 11/27

Lecture

 

 

- - - - - - - - - -

Case Study

- - - - - - - - - -

Film

Competitive strategy.

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

Development of a marketing plan.

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

Manchester United

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

Walmart: The High Cost of Low Price

GM: C15 (skim)

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

Posted online

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

--

24

R 11/29

Lecture

 

- - - - - - - - - -

Case Study

Leading and organizing the global marketing effort.

 

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

Samsung

GM: C16 p538-553,

                p557-563

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

Begin at p7

GLOBAL PUBLIC RELATIONS

25

T 12/04

Lecture

Public relations globally.

Global Public Relations reading posted online

PRESENTATIONS

26

R 12/06

Presentation

Project presentations.

--

27

[TBD]

Exam

Final Exam.

--