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Course objectives
1. Develop a global perspective on strategic marketing problems
2. Develop the skills to identify and analyze international marketing
opportunities
3. Explain and demonstrate the concepts and tools needed to design,
implement, and manage international and global market entry and
market expansion strategies
4. Analyze the tradeoffs between the advantages of global standardization
and local customization in entering foreign markets and developing
global marketing strategies
5. Acquaint you with institutional, cultural, and economic knowledge
on international markets and marketing, and to provide you with
the opportunity to develop an international marketing plan
Course Content and Organization
This
course is divided in three sections / modules.
Section
I will provide you a perspective on how to make decisions regarding
going international or becoming a global marketing company. We will
discuss the main developments in international markets and how they
affect international marketing strategies. We will address questions
of when to go international, the impact of culture on international
marketing, questions of standardization versus localization.
In
section II, our emphasis will be on assessing international marketing
opportunities, understanding international market barriers, market
entry and international market expansion strategies.
In section
III critical issues relating to the international marketing mix elements
are discussed. We will develop the understanding of why and when should
companies invest in building global brands. We will discuss how to
address the challenges associated with developing a global brand.
We will discuss global pricing strategies. We will look at how companies
should manage their foreign distribution channels and gray markets.
We will discuss the challenges associated with managing global accounts.
Group
project
An
exciting (although demanding) part of this course will be a group
project on global marketing issues. Projects should cover the issues
discussed in class. Students are strongly encouraged to contact
a company and analyze current international marketing opportunities
for that company. Find a country or region in which your client
firm is not currently marketing (or has very limited presence) and
which presents the greatest opportunity for further expansion with
an existing product/service according to your analysis. Develop
a comprehensive market entry strategy for
entry in this country/region.
These
are some examples of companies that students may wish to analyze:
Krispy Kreme, Home Depot, Natura, Nascar/MLB, Mahindra, Starbucks,
Wholefoods. You are free to select any other company.
Key
steps and dates:
Class
4 (February 7 th ): Due: List of group members and brief description
of topic
with identification of company and geography selected
(one sentence).
Class
10 (February 28 th ): Due:
-
three to six page report on market entry decision.
- 5 to 10 page (excluding exhibits) summary of the
environment (cultural, economic, political and
legal) for the country/region selected.
Groups
present on market entry analysis.
Class
23 (April 22 nd ): Groups present on market entry strategy.
Groups
should hand-in a copy of the presentation.
Groups
should be composed of five students. Smaller or larger groups must
receive permission of the instructor.
Evaluation
and Grading
Group
project:
40%
Initial
proposal:
10%
Mid-term presentation 10%
Final Presentation: 20%
Case
write-ups
30%
Class
contribution:
30%
100%
Case
write-ups: All students should hand-in and will be graded for the
write-up for the Mary-Kay case. Only the best grade of the
other 2 case write-ups will count towards your final grade.
You should address the questions for discussion assigned for each
case. Reports should be up to three pages plus any number
of exhibits (all exhibits must be referred to and interpreted in
the text). Please include your name in the report. Reports are due
at the beginning of class on its due date. I will not accept
any case write-ups after the class. I will not accept reports
sent by email.
Note:
I do not intend to ask for group peer evaluations. If there is free-riding
within the group, you are supposed to first discuss the issue within
the group. If the problem persists, please feel free to schedule a
meeting with me to discuss the matter. I do not expect you to wait
until the end of the semester to address the issue – it is then
too late to solve it. Nonetheless, I reserve the right to ask for
a group peer evaluation at the end of the semester in cases where
there are suspicions of free-riding.
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