Global Marketing (MARK 341)

TR 3:40pm-4:55pm

Fall 2011 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 resenting 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.

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

D. 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)

6. Attendance. Attendance is mandatory, however a student may miss up to 4 classes without penalty or explanation. Absences of more than 4 must be approved by the instructor. More than 4 unapproved absences will result in a failing grade

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.

2. Course website:

https://www.mydrive.ch/en  (username is zgmfa11@gmfa11 and password is zgmfa11)

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 where assignment is indicated below. Reading should be completed prior to class.