Marshall School of Business Essay

University of Southern California
Spring, 2011
Faculty:Dennis A. Schorr, Ph.D.

Office: ACC 226
Phone: 740-5041
E-mail: [emailprotected]
Office Hours: Mon. 3:30-5:30 P.M. or by appointment
Course Objectives:
The major objectives of this course are to:
a) Understand the key characteristics of various country markets and how
to develop marketing plans in diverse environments
b) Appreciate the limitations of an ethnocentric approach to
international marketing and develop a complex, global perspective on
c) Understand the role of marketing in a company’s global strategy and
learn how to develop global marketing strategies
d) Develop a multidimensional, nuanced perspective on marketing
standardization vs. adaptation and learn how to balance the pressures
for globalization vs. localization of the various elements of the
marketing mix
e) Appreciate the roles of global, regional, and local brands in a
company’s portfolio and learn how to manage effectively each type of
product or service
In support of these goals, the course is divided into five major topic
areas. The first topic area focuses on the opportunitiesand
challenges of international marketing and how to assess country
environmental factors that are most relevant to the management of
international marketing. The second topic area concentrates on how to
select markets to enter and how to develop international and global
marketing strategies. The third topic area examines the similarities
and differences in product markets across countries and how to develop
marketing strategies for various types of products and services. The
fourth topic area deals with how to develop product policy in the
international contextincludingthemanagementofbranding,
positioning, product attributes, and packaging. The fifth topic area
advertising/promotional, and pricing policies in the international
context including how to manage the tradeoffs of standardization vs.

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adaptation associated with each element of the marketingmix.

Throughout the course, a variety of country markets in various regions
of the world will be discussed and a variety of different types of
products and services will be addressed.

Class Sessions:
The class sessions will focus on the understanding of major concepts,
frameworks, and analytical tools used in global marketing and the
application of these concepts, frameworks, andtoolstothe
understanding of real-world situations. The textbook chapters are
designed as background reading to introduce the major concepts in the
field. Readings are chosen to expose you to recent trends in global
marketing. Case discussions will develop your skills in applying the
concepts to actual managerial situations. Assignments and exercises
will also assist in developing your knowledge and competencies in the
area. Class sessions will consist of lectures in which conceptual
material will be clarified and of discussions of cases, readings,
exercises, and concepts to allow you to practice applying the
material. Before each class session, you should read the assigned
textbook chapters, readings, and cases and be prepared to discuss them
in class.

Course Evaluation:
25%Midterm Exam
25%Final Exam
10%Class Participation
10%Group Assignment # 1
10%Group Assignment # 2
10%Group Assignment # 3
10%Group Assignment # 4
As an important part of the learning in this course comes from class,
you are expected to participate actively in class sessions. The level
of class discussions and how much you gain from them depend in large
part on how well prepared you are for each class and how actively you
take part in the discussions. Thus, your level of preparation for
class sessions and participation in discussions will be factored into
the final evaluation. I realize that occasionally it is not possible
to attend class. You can miss up to three class sessions without it
affecting your grade; however, if you miss more than three sessions,
it could have an impact on your participation grade. Occasionally, I
will ask groups to make informal presentations in class; these
informal presentations will be factored into the participation grade.

Your individual mastery of the course material will be tested in a
midterm and a final examination. The exams are designed to assess your
knowledge of the material covered up to that point in the course.

The four group assignments should be completed in groups of 4-5
people. They are designed to give you hands-on experience developing
skills relevant to global marketing. Learning in these assignments
should be enhanced by interacting and discussing the material with
other members of your group. Peer evaluations of each member of your
group will be conducted to ensure that all members contribute
equitably to the assignments. All assignments are due at the beginning
of class on the due date. Assignments that are handed in late will
have their grades marked down.

Technology Use in the Classroom:
Please note that communication devices, such as cell phones, smart phones,
etc., capable of sending and/or receiving electronic communication and all
entertainment devices, such as iPods or other MP3 players, are to be turned
off and kept off throughout class sessions.Receivingorsending
communication or entertainment duringclassdisruptsthelearning
environment and is rude to those around you.Laptop computers cannot be
used during class. Internet connections are also not permitted.

Academic Integrity:
USC seeks to maintain an optimal learning environment. General principles
of academic honesty include the concept of respect for the intellectual
property of others, the expectation that individual work will be submitted
unless otherwise allowed by an instructor, and the obligations both to
protect one’s own academic work from misuse by others as well as to avoid
using another’s work as one’s own. All students are expected to understand
and abide by these principles. Violations of academic integrity standards
will be treated seriously. SCampus, the Student Guidebook, contains the
university’s academic integrity standards as part of the University Student
Conduct Code (see the University Governance section ofSCampusat Students will be referred to the Office
of Student Judicial Affairs and Community Standards for further review,

Students with Disabilities:
Any student requesting academic accommodations based on a disability is
required to register with Disability Services and Programs (DSP) each
semester. A letter of verification for approved accommodations can be
obtained from DSP. Please be sure the letter is delivered to your
instructor as early in the semester as possible. Your letter must be
specific as to the nature of any accommodations granted. DSP is located in
STU 301 and is open 8:30AM to 5:00PM, Monday through Friday. The telephone
number for DSP is 213-740-0776.

Returned Coursework:
Graded paperwork that is unclaimed by a student will be discarded after 4
weeks. Students who miss class sessions when paperwork is returned are
responsible for arranging for an appointment to retrieve the material.

Disputes over graded material should be brought to theprofessor’s
attention as soon as possible.

Expectations for the Classroom:
In order to create an effective learning environment in the classroom, the
following are expected:
1. Active Participation in Classroom Discussions – Give and Take of Ideas
2. Involvement Among All Students in Class Discussions
3. Full Preparation Before Class of Cases and Readings
4. Quality of Participation is Important, Not Just Quantity
5. Consistent Participation Throughout the Semester
6. No Computer Use During Class
7. No Cell Phone Use During Class
8. Sit in Same Seats Each Week – According to Seating Chart
9. Display Name Cards In Front of Seat (during first four weeks of class)
10. Attending All Class Sessions – Up to Three Sessions Can Be Missed
11. Punctual Arrival at Beginning of Class
KG:Keegan, Warren J., ; Green, Mark C. 2011. Global Marketing
(6th Ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

PCR: Packet of Cases and Readings.

Course Outline:
Week 1Introduction and Overview:
International Marketing Opportunities and Challenges
1/11 No Preparation for Today
1/13 Textbook: Chapter 1 (KG)
Week 2International Marketing Opportunities and Challenges:
Assessing the Cultural and Social Environment
1/18 Textbook: Chapter 4 (KG)
Case:Marketing an Industrial Product in Latin
America (Case 14-2 KG)
1/20 Case:Barbie: Growing Pains as the American
Girl Goes Global (To Be Distributed)
Week 3International Marketing Opportunities and Challenges:
Assessing the Economic, Financial, and Technological
1/25 Textbook: Chapter 2 (KG)
1/27 Case:From Communism to Capitalism: Vietnam’s
Economic Transformation (Case 2-3 KG)
Week 4International Marketing Opportunities and Challenges:
Assessing the Political and Regulatory Environment
2/1Textbook: Chapters 3 & 5 (KG)
2/3Reading:Article on European Integration (PCR)
Case:Gambling Goes Global on the Internet
(Case 5-2 KG)
Due: Group Assignment # 1
Week 5Global Marketing Strategy:
Entering New Markets and Allocating Resources Across
2/8Case:Citibank: Launching the Credit Card in
Asia Pacific (PCR)
2/10 Textbook: Chapter 6 (KG)
Week 6Global Marketing Strategy:
Understanding the Relationships Between Business Strategy
and Marketing
2/15 Textbook: Chapter 16 (KG)
2/17 Case:Proctor & Gamble Europe: Vizir Launch
Week 7Global Marketing Strategy:
Balancing the Pressures for Standardization vs. Adaptation
2/22 Case:Kao Corporation (PCR)
2/24 Textbook: Chapter 9 (KG)
Due: Group Assignment # 2
Week 8International Product and Service Markets:
Analyzing Customers and Competitors
3/1Textbook: Chapter 7 (KG)
Case:Emdico (A) (PCR)
3/3Case:The Youth of the World Proclaim, “We Want
Our MTV!” (Case 7-3 KG)
Week 9International Product and Service Markets:
Analyzing Company Resources and Level of Market
3/8Exam:Midterm Exam
3/10 Case:McDonald’s Expands Globally While
Adjusting Its Local Recipe (Case 1-2 KG)
Week 10Global Product Policy:
Managing Branding and Positioning
3/22 Textbook: Chapter 17 (KG)
Reading:How Global Brands Compete (PCR)
Case:Fair Trade Coffee: Ethics, Religion, and
Sustainable Production (Case 4-2 KG)
3/24 Textbook: Chapter 10 (KG)
Case:Samsung Electronics Co.: Global Marketing
Operations (PCR)
Week 11Global Product Policy:
Designing Product Attributes and Packaging
3/29 Reading:The Battle for China’s Good-Enough Market (PCR)
Case:The Smart Car (Case 10-2 KG)
3/31 Case:Procter & Gamble: Balancing Global vs.

Local Concerns in the Worldwide Feminine Care
Business (PCR)
Due: Group Assignment # 3
Week 12The Global Marketing Mix:
Analyzing the Advertising, Promotional, and Communications
4/5Textbook: Chapter 13 (KG)
Case:Cola Wars in China: The Future is Here
4/7Textbook: Chapter 14 (KG)
Case:The Global Brand Face-Off (PCR)
Week 13The Global Marketing Mix:
Developing Advertising, Promotional, and Communications
The Internet and Global Marketing
4/12 Textbook: Chapter 15 (KG)
4/14 Building a Latin American
Internet Auction
Site (PCR)
eBay in Asia (Case 15-2 KG)
Due: Group Assignment # 4
Week 14The Global Marketing Mix:
Managing Pricing and Distribution Channels
4/19 Reading:A New Alliance for Global Change (PCR)
Case:Unilever in India: Hindustan Lever’s
Project Shakti (PCR)
4/21 Textbook: Chapters 8 ; 11 (KG)
Week 15The Global Marketing Mix:
Managing Distribution Channels and Retailing
4/26 Case:Carrefour Seeks Growth Abroad (Case 12-2
Costco: The Globalization of an American
Retailer (On Blackboard)
4/28 Textbook: Chapter 12 (KG)
Week 16Final Examination
5/11 Due: Final Exam, Wednesday, May 11, 2:00PM-4:00PM


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