MKTG 325.doc by shensengvf


									                                       Winthrop University
                                College of Business Administration
                                          MKTG 581 001
                               Marketing for Global Competitiveness
                                             Fall 2009
                                          Credit hours: 3

Instructor: Dr. Hemant Patwardhan
Office: Thurmond 435; Phone: 323-4802; e-mail:
Class hours: Thursday 6.30 – 9.15 pm; Room: Thurmond 412
Office hours: MW 2.00 pm to 4.00 pm
               T 10 am to 12 noon; 1 pm to 2 pm
               R 5.30 pm to 6.30 pm and by appointment

Pre-requisite: MKTG 380

Required text: Keegan, Warren J. and Mark C. Green (2008), Global Marketing, Fifth Edition.
            Prentice Hall.

Topics Covered / Course Content: Please see attached course calendar that lists topics and


I believe students can get the maximum out of this course through collaborative learning,
discussions and introspection. The grading system is intended to encourage you to learn by
applying these tools.

                                  Undergraduate credit       Graduate credit
       Class Participation                10%                        10%
       Exam 1                             20%                        15%
       Exam 2                             20%                        15%
       Group Project:                      35%                       30%
       Article critiques & presentations   ---                       20%
       Case Study quizzes                  5%                        5%
       Case Study presentations            10%                       5%

       Total                              100%                       100%

       Group Project

       Sections i – iv (phase 1)          10%                        10%
       Culture research presentation      5%                         5%
       Final paper                        10%                        10%
       Final presentation                 10%                        5%

       Total                              35%                        30%

Grading Scale:

94%-100% = A;                 90%-93% = A-;
87%-89% = B+;                 84%-86% = B;                   80%-83% = B-;
77%-79% = C+;                 74%-76% = C;                   70%-73% = C -;
67%-69% = D+;                 64%-66% = D;                   60%-63% = D-;
59% or less = F;
   Important note regarding grades: Note that Winthrop University policy does not allow
   faculty members to provide grade information over the telephone or via email. Please do not
   call or email requesting grade information. Your final grades will be turned in according to
   the University’s schedule, and will be available to you shortly afterward via Wingspan.

Note that your student catalog states that you are expected to attend class and are responsible for
the academic consequences of absence. Furthermore, you are responsible for all requirements of
the course regardless of absence. The catalog states:
   “If your absences total more than 25% in any course, you will receive a grade of N, F or U,
   whichever is appropriate; if your enrollment in the course continues after the date for
   withdrawal, with an automatic N, and your level of achievement is equivalent to a D or
   better, a grade of N will be assigned; otherwise, a grade of F will be assigned.”
For this course, 25% equals 4 absences. Beyond 4 absences, an automatic grade of F will be
assigned. Be aware of your absences because this policy will be enforced. Partial attendance
will be counted as a complete absence.

Students with Disabilities:
Winthrop University is dedicated to providing access to education. If you have a disability and
require specific accommodations to complete this course, contact Services for Students with
Disabilities, at 323-3290. Once you have your official notice of accommodations from Services
for Students with Disabilities, please inform me as early as possible in the semester.

Student Conduct Code:
As noted in the Student Conduct Code: “Responsibility for good conduct rests with students as
adult individuals.” The policy on student academic misconduct is outlined in the Student
Conduct Code Academic Misconduct Policy in the student t handbook online at

Course Goals:
This course is intended to sensitize students to the challenges of competing in the global
marketplace. The overall objectives of the course include learning the principles of global
marketing, and the development and management of a global marketing strategy. Topics to be
covered include formation and maintenance of relationships with customers, distribution
channels, competitors, communications agencies and regulatory bodies in different geographic
markets; and factors entering into the development and management of a global marketing
strategy. Students will investigate the requirements for entering a specific market (country) with
a particular product, as part of a group project.

Student Learning Outcomes:
The learning outcome of this course is to understand global consumers / markets; appreciate that
marketing strategies need to be customized to cultures; and using such knowledge in marketing
to a different culture. This is facilitated through lecture, case and article discussions and a
semester long group project.
Learning Activities:
Student performance will be evaluated on the basis of their exams, class participation in
discussions and answering questions and the semester long team project, case quizzes and
discussions. Additionally, graduate students will also be evaluated on the basis of their article
critiques and presentations.

Tentative Course Calendar:

Date    Class
8- 27          Introductions
               Review syllabus and understand responsibilities
               Form project teams, assign cases and articles
               Fun Quiz
               Chapter 1 – Introduction to Global Marketing
9-3            Each team’s product and country choice due
               Chapter 2 – The Global Economic Environment
               Case Discussion (Case 1-1: McDonalds)
                “The Globalization of Markets” (Theodore Levitt)
9-10           Chapter 4 – Social & Cultural Environments
               Case Discussion (Case 4-2: Barbie: Growing pains)
               Case Discussion (Case 2-2: Is China’s currency too strong)
9-17           Chapter 5 – Political, Legal and Regulatory Environments
               “Cultural awareness” (Bonvillian and Nowlin)
               “The Chinese Negotiation” (Graham and Lam)
               “The Chinese Consumer” (McEwen, et al; McKinsey Report)
9-24           Team presentations on cross-cultural research
10-1           Team presentations on cross-cultural research (overflow)
               Chapter 7 – Segmentation, Targeting & Positioning
                “Segmenting Global markets by Generational Cohorts” (Schewe and Meredith)
10-8           Guest speaker – Crystal Dempsey
               Exam 1 Review
               Case discussions and Articles (overflow)
10-15          EXAM 1 (chapters 1,2,4,5,7)
               Chapter 8 – Importing, Exporting and Sourcing
10-22          Chapter 9 – Global Market Entry Strategies
               “The Lure of Global Branding” (Aaker and Joachimsthaler)
10-29          Chapter 10 – Product and Brand Decisions
               Case Discussion (Case 10-2: The Smart Car)
               “Pricing for Global Markets” (Cavusgil)
11-5           Chapter 11 – Pricing Decisions
               Case Discussion (Case 11-1; Louis Vuitton)
                “How to address the gray market threat…” (Assmus and Wiese)
11-12          Chapter 12 – Global Marketing Channels

             Case Discussion (Case 12-1: Carrefour Expands Abroad)
             “Back to the Future: Benetton transforms its global network” (Camuffo)
             “Seven Rules of International Distribution” (Arnold)
11-19        Exam 2 Review
             Chapter 13 & 14 – Global Marketing Communications
             Case Discussion (Case 13-1: Adidas AG)
12-3     EXAM 2 (chapters 8,9,10,11,12,13,14)
12-12        PROJECT PRESENTATIONS (Tuesday 12th December 6.30 pm in Thurmond
             Final Project Report due

** Note: NO exceptions possible according to Winthrop University policy
Syllabus change policy:
The tentative course calendar is a working document that may change with the needs of the students
or the impact of external factors. The rest of the syllabus and particularly the grading policy will not

Exact time and date of Final exam:
Given in the course calendar above. All material covered in class, including readings, lectures,
discussions, cases, videos, and presentations will be covered on the exam.

Please DO NOT schedule trips that will conflict with the final exam period assigned by
Winthrop. Winthrop requires all students to attend their final exam periods. Failure to do so will
result in a grade of zero for the project (the entire 30% / 35%).

Additional requirements for graduate students:
Students taking this course for graduate credit will be required to complete two additional
components to the project (Attachment 1): 1) a formal recommendation regarding the foreign
entry mode you would choose in actually implementing the marketing plan outlined in the
primary report and 2) all aspects of your report should be discussed in greater depth. The first
component will require a more detailed assessment of how you would recommend the marketer
actually enter the market – via exporting, foreign direct investment, company presence via
ownership, etc. In order to make such a recommendation, it will be necessary to describe the
legal, financial, and competitive implications of each decision. You may want to read ahead in
order to get started on this portion of your report.

In addition graduate credit students will have to critique research articles (Attachment 2). These
articles are available to you online through the Dacus Library homepage. Your critique should
highlight the central idea in the article, summarize the main points and discuss its implications
and shortcomings. Each critique should not exceed two double spaced typed pages.

Finally, I will call upon any graduate student to present the assigned article in class and engender
a discussion. Such presentation will be graded over and above the written critique.


   1. Course Structure

The course is intended to be an enlightened discussion in which students share their ideas and
benefit from each other’s perspectives. Since we have a long class we shall split it into two parts
of roughly 75 minutes each with a small break in between. Discussions in the class will consist
of student presentations of assigned articles, case studies, projects, etc. and instructor
presentations of the text. For the group project, undergraduate students will be divided into six
groups of five students each; graduate students will be divided into two groups of four students

   2. Exams

There will be 2 exams during the semester based on the material covered in your text book and
other material covered in the class. Coverage of this material will be important for completion of
the required components of the course as well as for your ability to perform at your best on the
project. All test dates are indicated on the course schedule and will draw from the reading
material assigned up to that point. If you miss a test without prior permission from the
instructor, a grade of zero will be assigned. As a policy, make-up exams before or after, will
NOT be given unless you make arrangements with the instructor at least one week in advance.
Travel plans, work, another exam, etc. are not legitimate reasons for requesting an alternate exam
time. If you are in an emergency situation prior to the exam period, please call / email and leave
me a message.

   3. Cross-cultural Research

As a part of your project, each team will have to research the culture of the target country.
Cultural factors impact everyday life and shape target market behaviors. Include cultural
indicators like food, festivals, religious occasions, celebrations, traditional ways of living and
doing things, clothing, etc. You should report on beliefs, values, attitudes, lifestyles, opinions,
etc. AND contrast these with American values, etc. Your inquiry into this (apart from sourcing
secondary information) should include primary research. Primary research can include
interviews, observation or ethnography.

   4. Peer Evaluations

You will be given the opportunity to evaluate the contribution of each of your project members.
These evaluations, taken on the whole will be used in conjunction with the final report grade, to
determine a grade for each individual. If you do not contribute the same effort as other team
members, you will not receive the same grade. Example: Group Grade on Project = A (95);
Your Peer Evaluation scores = 20/25 (You obviously didn’t do enough!). Your Grade on the
Project would be: (95 X 20/25) =76 (C).

   5. Case Discussions (Attachment 3):

As indicated in the attached schedule, we will discuss cases in the class. I will assign cases to all
groups. At the outset, I will administer a small quiz on the case to all students, after which one

team will lead the discussion on the case. The quizzes and the discussion will be graded. I will
provide some guiding questions to start off the discussion to the moderating team. However each
team is expected to add their own related questions / issues for discussion as they see fit.

Attachment1: The Product Introduction Project

The group project is intended to give you an in-depth understanding of how a marketer would go
about entering a foreign market. Specifically, you will write a report from the perspective of a
marketing manager, advising the top management on the strategy the firm should take in entering
a specific foreign market with a particular product. This is a group project, and you should share
the responsibility for doing the work and preparing your final report. Groups will be made up of
approximately 4/5 students each.
   The steps you should follow, and issues you should address are as follows.
   1. Select a consumer product/service, preferably one that you know something about, and
      gather information on that product and the company that markets it in the U.S. I am
      happy to react to any product ideas in advance, while you are brainstorming.
   2. Select a market (country) in which that product is currently not being sold. Verify that
      the product is not being sold in that country, and briefly evaluate whether or not the
      country you’ve selected would be a good market for the product. You should not proceed
      until you have at least convinced yourselves that the product would potentially find a
      market in that country. Again, I am happy to react to country ideas in advance.

   3. Once you’ve identified a product/service and a target foreign market, you must clear it
      with me first before you proceed to the next stage. The project will lay out a detailed
      strategy to successfully introduce and market the product. You should draw on the
      material covered in class. Your group members will each have different strengths, and a
      good idea would be to draw on those different strengths. Your final report and
      presentation of the marketing strategy should include the following components:

           i.     Product and Company Background: Include major product attributes and
                  benefits, major uses and applications, target audiences in the US (market
                  segments) with their description, a brief history of the development of the
                  product and other markets in which it is currently being sold. Also include in
                  this section how the product is positioned, advertised and sold in the US – a
                  commentary on the 4 Ps as applicable to the product in the US.
           ii.    Target Country Background: Include macro-level descriptions and indicators
                  of the population, income level, GNP, major industries, climate, ethnicity,
                  other important demographics and place them in the context of US
                  demographics to get an understanding of how different the target country
                  market is.
           iii.   Political, legal and regulatory climate: for doing business in the market.
                  Specifically, any government barriers, restrictions, or even incentives that
                  would make it easier or more difficult to enter the market specifically as
                  applicable to your product.
           iv.    Market segmentation plan for this market. Describe the basis for
                  segmentation for the product, and how the product will be targeted. Included
                  in this discussion should be the selected target market segment(s), and reasons

               for selecting the particular segment(s). These reasons should draw upon your
               research into target market psychographics, cultural issues, attitudes, values,
               lifestyles, etc. in the target country segment relevant to your product. Your
               cross-cultural / ethnography research into target market psychographics,
               attitudes and lifestyles should be included in this section. Compare and
               contrast these findings with the US target market psychographics to gain an
               understanding of how different / similar is the target market.
       v.      Competitive environment: real and/or potential, in the target market. Describe
               any current competitors in the market, and how you plan to position the
               product against them. These might not necessarily be direct competitive
               products, rather, there may be alternative products that might already be
               fulfilling some perceived need in the market. Think about the competitors for
               the product in the U.S., if any, and why you feel the country would be a good
               market for the product.
       vi.     Channel options: for distributing the product. Describe how you would
               recommend getting the product to the customer in the most effective and cost
               efficient manner. In this section, you should also discuss any difficulties you
               anticipate in using established channels of distribution. Focus on the options
               available in the market.
       vii.    Communications strategy: you would recommend for promoting and/or
               selling the product. This includes both, the product positioning and content or
               nature of appeals, as well as the medium (media) you recommend. Focus on
               what’s available in the market, possible drawbacks, costs, etc.
       viii.   Pricing strategy: you would recommend for the product, including indicative
The complete report, excluding any charts, tables, references, etc., should be about 25-30
double-spaced, typed pages (30-35 pages for graduate students) excluding any charts graphs,
appendices you might enclose. Use 1” margins, and 12 point Times Roman font. You must
reference any sources you cite in your paper. Transcripts of interviews / ethnography studies
should be enclosed. Include any charts, graphs, or other information such as product
specifications in an appendix at the end of your report. Please limit exhibits, tables, charts,
etc. to those that are essential to your discussion, and be sure to reference them in the paper
Sources for Project Information: You may obtain information for the project from a
number of sources. The library may have directories or volumes with industry, product or
country information. Additionally, the internet provides a wealth of information on these
issues. Interviews with company or country representatives are also appropriate. One
website you might try is (a service from the Academy of
International Business, located at Michigan State University). Both the “Country Insights”
and “Global Resources” sections contain links to a wealth of information on different
countries, regions, trade laws, etc. Be sure to cite any sources you use in an appropriate

Project Grading: Your grade for the project will be based primarily on the content and
quality of the final report. Specifically, the manner in which you address each of the above-
described issues will be key in determining whether or not you’ve made a thorough enough
recommendation to your management in order to successfully introduce the product you’ve
selected. If you focus on the material covered in class, and do a thorough investigation of the
implications for your product and target market, you should be successful.

Attachment 2: List of Articles for Graduate Students

   1.   The globalization of markets.Full Text Available By: Levitt, Theodore. Harvard Business Review,
        May/Jun83, Vol. 61 Issue 3, p92, 10p; (AN 3868164)

   2.   Cultural awareness: An essential element of doing business abroad.Full Text Available By: Bonvillian,
        Gary; Nowlin, William A.. Business Horizons, Nov/Dec94, Vol. 37 Issue 6, p44, 7p, 2 charts; (AN

   3.   The Chinese Negotiation.Full Text Available By: Graham, John L.; Lam, N. Mark. Harvard Business
        Review, Oct2003, Vol. 81 Issue 10, p82-91, 10p, 1 chart, 2 color; (AN 10986120)

   4.   INSIDE THE MIND OF THE CHINESE CONSUMER.Full Text Available By: McEwen, William;
        Xiaoguang Fang; Chuanping Zhang; Burkholder, Richard. Harvard Business Review, Mar2006, Vol. 84
        Issue 3, p68-76, 9p, 3 charts, 2 illustrations, 1 graph, 1 color; (AN 19707486)

   5.   Segmenting global markets by generational cohorts: Determining motivations by age.Full Text Available
        By: Schewe, Charles D.; Meredith, Geoffrey. Journal of Consumer Behaviour, Oct2004, Vol. 4 Issue 1,
        p51-63, 13p, 6 charts; (AN 14701037)

   6.   The Lure of Global Branding.Full Text Available By: Aaker, David A.; Joachimsthaler, Erich. Harvard
        Business Review, Nov/Dec99, Vol. 77 Issue 6, p137-144, 8p, 2 color; (AN 2434956)

   7.   Pricing for Global Markets.Full Text Available By: Cavusgil, S. Tamer. Columbia Journal of World
        Business, Winter96, Vol. 31 Issue 4, p66-78, 13p, 3 charts, 1 diagram; (AN 9703040006)

   8.   How to Address the Gray Market Threat Using Price Coordination.Citation Only Available By: Assmus,
        Gert; Wiese, Carsten. Sloan Management Review, Spring95, Vol. 36 Issue 3, p31-41, 11p, 1 chart, 2
        diagrams; (AN 9505162168)

   9.   Seven Rules of International Distribution.Full Text Available By: Arnold, David. Harvard Business
        Review, Nov/Dec2000, Vol. 78 Issue 6, p131-137, 7p, 1 chart; (AN 3712779)

Attachment 3: List of Cases

   1. Case 1-1: McDonalds
   2. Case 2-2: Is China’s Currency too Strong?
   3. Case 4-2: Barbie: Growing Pains
   4. Case 10-2: The Smart Car
   5. Case 11-1: Louis Vuitton
   6. Case 12-1: Carrefour Expands Abroad
   7. Case: Benetton: Back to the Future: Benetton Transforms Its Global Network.Full Text
      Available By: Camuffo, Arnaldo; Romano, Pietro; Vinelli, Andrea. MIT Sloan
      Management Review, Fall2001, Vol. 43 Issue 1, p46-52, 7p, 1 graph, 1 color; (AN
   8. Case 13-1: Adidas AG


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