Mark 341
Summer 2013 - Session I
LOYOLA UNIVERSITY
Rome Center
Marketing Department
Global Marketing (MARK 341)
MW 2:00pm-5:20pm
Summer I 2013 Syllabus
I. GENERAL INFORMATION
Instructor: Marshall Langer
Office hours: By appointment (convenient times: MW 1:00 – 2:00pm, 5:30 – 6:30pm)
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 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
35% Midterm exam
40% Final exam
15% Group projects
10% 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 2 classes without penalty or explanation. You may not miss 2 classes in a row without prior approval of instructor. More than 2 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.
9. See oral presentation rubric. Posted on course website (see syllabus section V-2) for guide to grading oral presentations.
V. REQUIRED COURSE READING MATERIAL
1. Required reading:
To be purchased by students:
Keegan, Green, Global Marketing 7th Edition, Prentice Hall, 2011 (Referred to as “GM7” in course schedule).
Some students may purchase this earlier edition instead:
Keegan, Green, Global Marketing 5th Edition, Prentice Hall, 2007 (Referred to as “GM5” 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. Databases
libraries.luc.edu > databases > Ad$pender
Ad$pender monitors advertising expenditure information for millions of product brands across television, radio, magazine, newspaper, internet and outdoor channels.
4. 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 05/21 2:00pm- 5:20pm |
Introduction |
Course introduction. Introduction to global marketing. Marketing concepts review.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Segmentation, targeting, and positioning.
|
GM5: C1 p10-18, p24-32
GM7: C1 p8-16, p20-26 - - - - - - - - - - - - - GM5: C7 p230-234, p237-244, p247-253
GM7: C7 p201-204, p206-218 |
|
THE GLOBAL MARKETING ENVIRONMENT |
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|
Socio-Cultural Factors |
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|
2 |
R 05/23 2:00pm- 5:20pm |
Lecture
- - - - - - - - - - Case Studies
- - - - - - - - - - Film |
Social and cultural environments.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Religious systems worldwide (optional) Cultural analysis - Hofstede (optional) - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Nestlé Ghana - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Inside Saatchi Marketing Communications |
GM5: C4 p110-133, p137-140
GM7: C4 p100-118, p121-123 - - - - - - - - - - - - - - Posted online |
|
3 |
T 05/28 2:00pm- 5:20pm |
Guest Speaker |
Shelly Weinig, Global Business Executive Topic: Entrepreneurship and global marketing |
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|
Macroeconomic Environment and Trading |
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|
4 |
R 05/30 2:00pm- 5:20pm |
Lecture
- - - - - - - - - - Film |
Global economic environment.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - The global trade environment.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Political, legal, and regulatory factors in global marketing.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Tariffs and subsidies.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Country analysis (ISTAT)
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Effects of trade in the Caribbean |
GM5: C2 p41-44, p50-69
GM7: C2 p36-38, P45-60
KR: C14 p346-p353 KR: C16 p408-p412, p424-p427 (KR C16 reading is optional) - - - - - - - - - - - - - GM5: Chapter 3 GM7: Chapter 3 - - - - - - - - - - - - GM5: Chapter 5 GM7: Chapter 5 - - - - - - - - - - - - - - KR: C8 p179-187 (optional) - - - - - - - - - - - - - - Posted online |
|
# |
Date |
Instruction / Activity |
Topic / Written Assignment Due (if any) |
Reading Assignment (Read for assigned class) |
|
Regional Factors |
||||
|
5 |
T 06/04 2:00pm- 5:20pm |
Guest Speaker
- - - - - - - - - - Exam |
Daniela Mancinelli, Publicity Executive Topic: Managing publicity campaigns globally - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Midterm exam |
Publicity and PR reading posted online (optional) - - - - - - - - - - - - - |
|
BRAND MANAGEMENT |
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|
6 |
R 06/06 2:00pm- 5:20pm |
Lecture
- - - - - - - - - - Case Studies
- - - - - - - - - - Films |
Product and brand decisions.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Manchester United Marketing to mothers Halal foods - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Walmart: The High Cost of Low Price Valentino: The Last Emperor (Global fashion marketing) |
GM5: C10 p335-337, p347-352
GM7: C10 p294-297, p302-309
- - - - - - - - - - - - - Posted online |
|
Marketing Communications |
||||
|
7 |
T 06/11 2:00pm- 5:20pm |
Lecture |
Media choice and cost/benefit - billboard, TV, radio, print, internet, trade publications.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Ambient marketing:
See: - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Global marketing communication decisions: sales promotion, personal selling, social media.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Focus Groups.
See: http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Public relations globally (optional) |
GM5: C13 p435-441, p450-463
GM7: C13 p382-389, p395 (cultural considerations) - 405 - - - - - - - - - - - - - See website
- - - - - - - - - - - - - GM5: C14 p469-478 GM7: C14 p410-419 - - - - - - - - - - - - - Focus group reading and Problem group members reading posted online
- - - - - - - - - - - - - Global PR reading posted online |
|
# |
Date |
Instruction / Activity |
Topic / Written Assignment Due (if any) |
Reading Assignment (Read for assigned class) |
|
8 |
R 06/13 2:00pm- 5:20pm |
Lecture (Bring computer to class)
- - - - - - - - - - Case Studies
- - - - - - - - - - Film |
Global market entry strategies.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Importing, exporting, and sourcing. (optional)
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Global marketing channels and physical distribution.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Development of a marketing plan.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Weight Watchers case – use for projections
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Local Memoirs of a Global Manager Amazon Europe - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Cola Wars (part) |
GM5: C9 p293-310 GM7: C9 p256-271 - - - - - - - - - - - - - GM5: C8 p261-274, p277-279
GM7: C8 p227-238 p240-243 - - - - - - - - - - - - - GM5: C12 p407-419, p424-428
GM7: C12 p356-377 - - - - - - - - - - - - - See Trophires marketing plan posted online - - - - - - - - - - - - - - p6-10 & Exhibit 1
- - - - - - - - - - - - - - Posted online
|
|
Technological Aids Pricing Strategy |
||||
|
9 |
T 06/18 2:00pm- 5:20pm |
Lecture
- - - - - - - - - - Guest Speaker |
Information systems. Market research.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Analytical methods for marketing research. Advertising analysis (reducing volatility). Questionnaire and survey design and analysis. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Pricing strategy
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Rossella Carrera, Director, Burson-Marsteller Rome Office See www.BM.com Topic: Global Public Relations |
GM5: C6 p190-213 GM7: C6 p166-185
GM5: C17 p576-579 GM7: C15 p450-453 - - - - - - - - - - - - - Posted online
- - - - - - - - - - - - - GM5: C11 p363-380, p383-385, p388-393
GM7: C11 p318-385 p337-338 p341-345
Excel pricing spreadsheet posted online |
|
PRESENTATION AND EXAMINATION |
||||
|
10 |
R 06/20 2:00pm- 5:20pm |
Presentations Exam |
Project presentations. Final Exam. |
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