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.
- Develop accurate assessments of the way in which global economic, political, and cultural differences among nations affect marketing strategies.
- Craft marketing strategies that exploit analyses that illuminate macroeconomic realities affecting international monetary relations.
- Exhibit marketing research skills in sourcing information, making deductive conclusions, evaluating opportunities, and presenting results to decision-makers.
- 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://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 |
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: |
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. |
-- |
