STERN SCHOOL OF BUSINESS



COURSE OVERVIEW

I. COURSE OBJECTIVE

The purpose of the course is to examine the specific issues involved in developing an international marketing strategy and in conducting marketing operations on an international as opposed to a “domestic” scale. Attention will be focused on problems such as identifying and evaluating opportunities in international markets, developing and adapting marketing tactics in relation to specific national market needs and constraints, and coordinating strategies in global markets. A strategic planning approach will be adopted.

II. TEXT

The text for the course will be:

Susan Douglas and C. Samuel Craig, Global Marketing Strategy, McGraw-Hill 1995. (GMS)

There is a case packet available in the bookstore.

Additional readings are detailed in the course outline and will be handed out in class.

III. COURSE REQUIREMENTS

Course requirements consist of both team and individual assignments. In addition, all students are expected to participate actively in class discussions.

Team assignments:

1) to develop an international market entry strategy for a product or service. This

has two parts as outlined in Appendix I – a) evaluating opportunities worldwide for the product/service and b) drawing up a marketing plan to enter the selected country.

2) to make a collage of either a world-minded or a locally-oriented consumer.

(Appendix II).

Individual assignments:

3) to submit a 1½ page write up of two of the cases (as outlined in Appendix III).

4) to complete a take-home final exam. This will consist of short essay questions, covering the textbook, readings and class discussion.

The following grading coefficients will be applied:

|International Marketing Plan…... |40 |

|Cases…………………………… |20 |

|Exam…………………………… |30 |

|Class Participation……………... |10 |

Group participation in each project will be evaluated by means of a peer rating. Each member will be required to submit a peer rating for the project (Appendix IV) which should be submitted to me on or before May 1, 2003.

|Date |Session Topic |Readings |Assignment |

|01/21 |Introduction: Operating in a Global |GMS: Ch. 1 | |

| |Environment |David A. Ricks, “How to Avoid Business Blunders Abroad,” | |

| | |Business, April 1984. | |

|01/23 |The Evolution of Global Marketing Strategy |GMS: Ch. 2 |Form teams for project and submit list of |

| | |“Zara Has A Made To Order Plan For Success,” Fortune, Sept. 4, |names |

| | |2000. | |

| | |“Hip H&M” Business Week, Nov. 11, 2002. | |

|01/28 |Developing a Competitive Advantage |GMS: Ch. 5, pp. 111-126 |Select product for project |

| | |“For Coke in India, Thumbs Up is the Real Thing,” Wall Street | |

| | |Journal, October 1998. | |

|01/30 |Assessing International Marketing | |CASE: THE COLA WARS |

| |Opportunities | | |

|02/04 |Assessing International Marketing |GMS: Ch. 3, pp. 51-66; Ch. 4 | |

| |Opportunities (continued) |“Braving War and Graft, Coke Goes Back to Angola,” New York | |

| | |Times, April 22, 2001. | |

|02/06 |Entry Strategies |GMS: Ch. 6 | |

| | |“So You Really Want to Do Business in China,” Forbes, July 24, | |

| | |2000. | |

|02/11 |Alternative Modes of Operation: Exporting, |GMS: Ch. 7 | |

| |Licensing and Franchising |“Seven Rules of International Distribution,” Harvard Business | |

| | |Review, Nov-Dec 2000 | |

| | |VIDEO: McDonald’s in Moscow | |

|02/13 |Alternative Modes of Entry II: Joint Ventures| |CASE: GLOBAL BEER |

| |Wholly-owned Subsidiaries Acquisitions | | |

|02/18 |Assessing Customer Behavior |GMS: Ch. 9 | |

| | |“What the Chinese Want,” Fortune, October 11, 1999. | |

|02/20 |Market Segmentation |“Capitalist Generation,” Business Week, October 11, 1999. |Worldminded/Local-Oriented Collage |

| | |“We Want to Grab the Funky Market,” Business Week, October 11, | |

| | |1999. | |

|02/25 |The Global Standardization Debate |“Fearful Over the Future, Europe Seizes on Food,” Business Week, | |

| | |October 12, 1999. | |

| | |VIDEO: Kentucky Fried Chicken | |

| | |“Global Brands”, Fortune, Nov 22, 2001. | |

|02/27 |Product Positioning |“The Hunt for Globalization that Works,” Fortune, October 28, | |

| | |2002. | |

|03/04 |Product Positioning (continued) |GMS: Ch. 10, pp. 213-220 |CASE: SADAFCO |

| | |“Populist Perrier? Nestlé Pitches Bottled Water to World's Poor,”| |

| | |WSJ, June 16, 1999 | |

| | |“For Coke, Local Is It,” Business Week, July 3, 2000. | |

| | |“Consumer Goods Shake off a Bad Reputation,” Financial Times, | |

| | |July 25, 2001. | |

|Date |Session Topic |Readings |Assignment |

|03/06 |Pricing |GMS: Ch. 11, pp. 257-262 |First part of team project due. |

| | |“The End of a Free Ride for Car Makers,” Business Week, June | |

| | |26, 2000. | |

|03/11 |Promotional Strategy |GMS: Ch. 10, pp. 220-228 |INTERNATIONAL VIDEOS |

|03/13 |Distribution | |CASE: LEVI-STRAUSS KK JAPAN |

|03/25 |Distribution Channels |GMS: Ch. 10, pp. 228-239 | |

| | |“Wal-Mart Goes Shopping in Europe,” Fortune, June 7, 1999. | |

| | |"En Garde, Wal-Mart," Business Week, September 13, 1999. | |

| | |“A British E-Grocer Takes On Amazon,” Fortune, June 12, 2000. | |

| | |“How Well Does Wal-Mart Travel?,” Business Week, September 3, | |

| | |2001. | |

|03/27 |Global and Portfolio Analysis |GMS: Ch. 13 | |

| | |“Coming Soon: A Feast of Mergers,” Business Week, May 22, 2000.| |

|04/01 |Growth Strategies | |CASE: DANONE |

|04/03 |Developing Focused and Hybrid Strategies |“The Beauty of Global Branding,” Business Week, June 25, 1999. | |

|04/08 |Developing Broad-Based Global Strategies |GMS: Ch. 14 | |

| | |“The Making (or Possible Breaking) of a Megabrand,” The New | |

| | |York Times, July 22, 2001. | |

|04/10 |International Branding Strategy |John Quelch, “Global Brands: Taking Stock,” Business Strategy | |

| | |Review, 1999, Vol. 10, 1, pp. 1-14. | |

| | |“The Red Baron,” Forbes, July 3, 2000. | |

| | |“The Best Global Brands,” Business Week, August 6, 2001. | |

| | |“Virgin is in for a Bumpy Ride,” Business Week, October 30, | |

| | |2000. | |

|04/15 |Integrated Marketing Strategies | |Guest Speaker |

| 04/17 |Integrated Marketing Strategies | |CASE: SNACK VENTURES EUROPE |

|04/22 |Challenges Facing Global Marketers |GMS: Ch. 16 |Class exercise |

|04/24 |PRESENTATION OF MARKETING PLANS |

|04/29 | |

|05/01 | |

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