Global  Marketing  Strategy  420  /  International  Business  420   Fall  2012     Instructor               Sachin  Tuli               Lecturer,  International  Business   4118  Grainger                 Office  Phone:    608-­‐263-­‐2160           [email protected]             Office  Hours:  Flexible,  please  email  for  an  individual  appointment.     Objective     Students  in  this  course  will  consider  and  evaluate  the  forces  of  risk,  culture  and  macro-­‐  and  national-­‐level  economic  factors  to  analyze   firm  strategy,  market  entry  scenarios,  product  and  service  adaptation  requirements,  pricing  issues,  challenges  in  logistics  and   distribution,  and  global  branding  and  communication  issues  when  products  and  services  enter  the  global  marketplace.     Approach     This  participant-­‐centered  course  will  feature  a  combination  of  lectures,  readings,  cases,  in-­‐class  activities  and  guest  speakers.       Course  Prerequisites       Required:     Marketing  300   Recommended:   International  Business  200     Website     The  Global  Marketing  420  course  website  is  available  at  https://courses.moodle.wisc.edu   You  will  need  to  login  with  your  UW  Net  ID  and  password.   Note:     Files  may  open  up  in  a  new  browser  window  or  application  (for  instance,  Adobe  Reader)  so  make  sure  to  check  your  browser   settings  or  other  open  applications  if  you  are  having  trouble  downloading  or  viewing  files.   Clear  cookies  and  cache  on  your  browser  regularly  or  you  may  not  see  the  most  recently  updated  files  or  site  content.     Required  Materials     Most  readings  will  be  available  online  on  the  course  web  site,  or  from  a  search  on  wisc.edu  library.     st Students  may  be  required  to  purchase  selected  cases  from  the  Business  Copy  Center  (Grainger  1  Floor).  Details  will  be  shared  in  one   of  the  introductory  lectures.       Recommended  Materials     th Cateora,  Gillay  &  Graham,  Global  Marketing,  McGraw-­‐Hill  Irwin,  14  edition,  2010.     Class  Timing     9:30-­‐10:45  a.m.   Mondays  and  Wednesdays   1295  Grainger     Grading       Involvement/Attendance           25  percent     Negotiation  and  Negotiation  Evaluation  Assignment     10  percent   Case  Write  Ups/Discussions  (5  percent  each)       10  percent   Team  Project             25  percent   Quizzes  (15  percent  each)           30  percent       100  percent     The  maximum  average  class  GPA  for  this  course  will  be  3.3  in  accordance  with  School  of  Business  policy.  The  distribution  of  grades  in   the  course  will  NOT  follow  a  fixed  distribution  (e.g.,  12%  As,  20%  ABs,  35%  Bs,  etc.).    

Impact  of  Attendance  and  Involvement  on  Grade     Involvement  and  Attendance  grade  includes  sufficient  preparation  for  all  course  related  assignments  that  do  not  have  a  specific   grade  weighting  or  deliverable  (e.g.,  reading  assignments,  Brief  Cases).     Full  percentage   Perfect  (or  near  perfect)  attendance/timeliness  and  outstanding  quantity  and  quality  of   involvement  in  classroom  discussion/activities     Above  average   Perfect  (or  near  perfect)  attendance/timeliness  and  good  quantity  and  quality  of  involvement  in   classroom  discussion/activities     Average   Consistent  attendance/timeliness  and  satisfactory  quantity  and  quality  of  involvement  classroom   discussion/activities     Below  average   Marginal  attendance/timeliness  and  little  involvement  in  discussion/activities       No  percentage   Poor  attendance/timeliness  and  no  involvement  in  any  discussion/activities       Assignments     Assignments  requiring  submission  on  a  specified  due  date,  such  as  case  write-­‐ups,  must  be  submitted  in  person  and  in  hard  copy  (e-­‐ mail  not  acceptable).  Late  assignments  will  not  be  accepted.  Please  make  sure  your  name  and  course  number  is  included  on  anything   handed  in.     Case  Write-­‐Ups       As  opposed  to  “Brief  Cases”  in  the  syllabus,  which  will  be  discussed  in  class  as  other  articles  and  do  not  require  any  formal  deliverable,   students  in  the  course  will  be  required  to  write  up  talking  points  for  two  cases  (on  November  7  and  November  19).  The  purpose  of  the   Write  Up  assignment  is  to  help  ensure  a  thorough  discussion  of  the  assigned  cases.  Questions  for  each  case  Write  Up  and  additional   instructions  will  be  distributed  ahead  of  the  due  date.     Quizzes         Two  quizzes  will  be  administered.  Quizzes  will  consist  of  multiple-­‐choice  and  short  answer/essay  questions.  The  questions  may  cover   lectures,  assigned  readings  and  any  guest  presentations.       Quiz  Appeals     Should  you  believe  that  your  answer  to  a  quiz  question  deserves  re-­‐evaluation,  you  will  need  to  submit  an  appeal  within  the  week   following  the  return  of  the  quiz.     Team  Project     Students  will  form  teams  of  4-­‐5  members  each  based  on  mutual  interest  in  researching,  analyzing  and  proposing  a  solution  for  a   current  global  marketing  issue/problem/opportunity  facing  a  particular  firm  or  industry,  which  is  relevant  to  the  topics  covered  in  the   course.     There  can  be  a  maximum  of  nine  (9)  teams/projects.     Example  project  ideas:         Evaluate  BMW's  current  segmentation  strategy  amongst  its  different  vehicle  brands.  Include  in  your  proposal  suggestions     for  improving  the  firm's  approach  given  likely  future  sales  scenarios,  governmental  regulations,  other  macro  issues  and     moves  by  competition.       Pepsi  recently  launched  its  first  global  brand  campaign,  'Live  for  Now'.  Create  proposal  for  a  potential  brand  ambassador(s)     in  a  specific  market/region  and  how  you  may  tailor  this  campaign  for  the  local  market/region  for  maximum  effectiveness.       The  International  Olympic  Committee  (IOC)  will  need  to  sell  broadcast  rights  for  the  2024  Winter  Olympic  Games.  Develop  a     model  of  likely  broadcast  revenues/bids  for  a  specific  country/region.      

Deliverables:     Project  Proposal  Presentation  (up  to  five  minute  presentation;  two  page  max.  written  proposal)   Due:   October  24     Presentation  (20  minutes,  plus  Q&A  of  up  to  5  minutes)               Due:     December  3   Executive  Summary  (with  appropriate  appendices  and  references)         Due:   December  3     Grading  Criteria:     Quality  of  Proposal     Quality  of  Final  Research,  Recommendations  and  Presentation     Additional  detail  about  the  Team  Project  will  be  shared  during  the  semester.     Make-­‐Up  Work     Medical  and  other  emergencies  will  be  handled  on  a  case-­‐by-­‐case  basis.     Use  of  Personal  Electronic  Technology  by  Students  in  the  Classroom     Pursuant  to  the  Wisconsin  School  of  Business  policy  on  use  of  personal  electronic  technology  by  students  in  the  classroom,  which  is   copied  below  for  your  reference,  students  are  permitted  to  use  laptops  in  the  course  for  classroom-­‐related  purposes  only  (i.e.,  note   taking  or  downloading/reviewing  material  from  the  course  web  site).  Other  personal  electronic  technology  should  not  be  used  during   course  time.     Wisconsin  School  of  Business  Policy:  Students  are  not  permitted  to  use  personal  electronic  technology  such  as  computers,   cell  phones,  mp3  players  (i.e.  iPods),  recording  devices  or  other  handheld  devices  during  class  periods  unless  specifically   permitted  by  the  course  instructor.  We  believe  that  classroom  use  of  such  technology  can  serve  as  a  distraction  for  the  user,   classmates,  and  the  instructor,  and  can  hinder  instruction  and  learning.  In  establishing  restrictions,  instructors  are  expected   to  make  reasonable  accommodations  for  students  with  disabilities.  The  School  recognizes  the  right  of  each  instructor  to   determine  if  and  how  personal  electronic  devices  are  allowed  to  be  used  in  the  classroom.     Academic  Misconduct     Any  student  work  or  exam  in  question  will  be  examined  and  a  formal  investigation  may  proceed.  This  will  involve  holding  a  formal   meeting  with  the  student(s),  the  instructor,  and  relevant  department  chair(s).  Based  on  this  meeting,  disciplinary  action  may  be  taken   against  the  student.  Serious  acts  of  academic  misconduct  may  result  in  the  student(s)  involved  receiving  a  failing  grade  in  the  course   or  even  expulsion  from  the  University.     Students  Working  with  the  McBurney  Disability  Center     If  you  are  a  student  working  with  the  McBurney  Disability  Center  and  need  accommodations,  please  make  an  appointment  to  see  me   by  the  end  of  the  second  week  of  the  semester.                 [Course  Outline  begins  on  next  page]                              

Course  Outline   Session  

 

1  

    Date       9/5  

Topic  

Readings  and  Assignments    

Course  Introduction     Syllabus  Overview  

Do  You  Know  What  You  Don't  Know?  -­‐  Harvard  Business  Review  Blogs     Ghemawat,  Pankaj.  'Flat'  World  Will  Take  Long  Time  to  Smoot  Out.  Bloomberg.  October  19,   2011.     Douglas,  Susan.  The  Myth  of  Globalization.  Columbia  Journal  of  World  Business.  Winter   1997.  pp.  19-­‐29.       Hall,  Edward  T.  Silent  Language  in  Overseas  Business.  Harvard  Business  Review.  May/Jun60,   Vol.  38  Issue  3,  pp.  87-­‐96.     Brief  Case:  Not-­‐So-­‐Wonderful  World  of  EuroDisney  -­‐  Things  are  Better  Now  at  Paris   Disneyland     Draw  for  Teams,  Review  Instructions  and  Individual  Roles,  Internal  Team  Meetings     Negotiation  &  Negotiation  Reflection  and  Evaluation       Debrief  Negotiation     Review  Questions  for  Ethical  Issues  Case       Brief  Case:  Making  Socially  Responsible  and  Ethical  Marketing  Decisions:  Selling  Tobacco  to   Third  World  Countries     Johnson,  Joel.  1  Million  Workers.  90  Million  iPhones.  17  Suicides.  Who’s  to  Blame?   Wired.com  February  28,  2011.  Accessed:  June  13,  2012.       Kung  Fu  Panda  2:  Hollywood  works  harder  to  win  Chinese  audiences  -­‐  CSMonitor.com           Everybody  is  an  Expert.  The  New  Yorker,  December  5,  2005.     World  Oil  Transit  Chokepoints.  Washington,  DC:  US  Energy  Information  Administration,  US   Department  of  Energy,  2008.     Major  Findings  from  Jackson,  Richard,  and  Neil  Howe.  The  Graying  of  the  Great  Powers:   Demography  and  Geopolitics  in  the  21st  Century.  Washington,  DC:  Center  for  Strategic  &   International  Studies,  2008.    

2  

9/10  

Globalization  &  The  Global   Economy    

3  

9/12  

Cultural  Environment  &   International  Negotiation   Introduction  

4  

9/17  

Negotiation  Prep    

5  

9/19  

Negotiation  

6  

9/24  

International  Negotiation     Debrief  &  Finish  Discussion   of  Culture  

7  

9/26  

Case  Discussions:  Ethical   Issues  

8  

10/1  

Team  Project  Brainstorming  

9  

10/3  

Political  Risk  and   Geopolitical  Factors  

10  

10/8  

11  

10/10  

12  

10/15  

Market  Selection  and   Segmentation  

13  

10/17  

Midterm  Quiz  

 

14  

10/22  

Emerging  Markets:  ChIndia  

  Read  pp.  1-­‐7:  Winning  in  China's  mass  markets:  New  business  models,  new  operations  for   profitable  growth.  IBM  Institute  for  Business  Value  Study.  March  7,  2007.    

Trade  Policy  Tools,  Legal   Issues  &  Intellectual   Property  Protection   Guest  Speaker  

Skim:  Toy  Biz  Inc.  vs.  United  States   Kai  Lee,  head  of  Asia,  shopbop.com;  entrepreneur     Johnson,  Bill.  The  CEO  of  Heinz  on  Powering  Growth  in  Emerging  Markets.  Harvard  Business   Review.  Oct.  2011,  Vol.  89  Issue  10,  pp.  47-­‐50.     Immelt,  Jeffrey  R.;  Govindarajan,  Vijay;  Trimble,  Chris.  How  GE  Is  Disrupting  Itself.  Harvard   Business  Review.  Oct.  2009,  Vol.  87  Issue  10,  pp.  56-­‐65.     Taylor,  Charles.  Lifestyle  Matters  Everywhere.  Advertising  Age.  May  19,  2008.    

One  room  is  home  to  many  in  India's  City  of  Dreams.  The  Economic  Times.  October  13,   2011.     Chang,  Leslie  T.  China's  Middle  Class.  National  Geographic  Magazine.  May  2008.     10/24  

Finish  Emerging  Markets:   ChIndia  &  Team  Project   Proposal  Presentations    

16  

 10/29  

  Innovation  and  Adaptation   for  Consumers    

17  

   10/31  

Strategies  for  Business  to   Business  

18  

11/5  

Entry  Strategies  

19  

11/7  

Case  Discussion  

20  

11/12  

Global  Marketing  Channels   &  Distribution  

21  

11/14  

Pricing  for  International  and   Global  Markets  

22  

11/19  

Case  Discussion    

23  

11/21  

Team  Project  Work  Time  

24  

11/26  

Management,  Leadership   and  Talent  in  International   Markets  

25  

11/28  

International  and  Global   Branding  Strategies  

26  

12/3  

International  and  Global   Marketing  Communications   and  Promotion  

27  

12/5  

Team  Project  Presentations  

Three  teams  present  

28  

12/10  

Team  Project  Presentations  

Three  teams  present  

29  

12/12  

  Team  Project  Presentations  

Three  teams  present  

30  

12/20  

Final  Quiz  

  Date  as  scheduled  by  Registrar  for  Final  Quiz    

15  

Team  Project  Proposal  Presentations  (five  minutes  each  team)     Huston,  Larry;  Sakkab,  Nabil.  Connect  and  Develop.  Harvard  Business  Review.  Mar.  2006,   Vol.  84  Issue  3,  pp.  58-­‐66.     Jaruzelski,  Barry;  Dehoff,  Kevin.  How  the  Top  Innovators  Keep  Winning.  Strategy  +  Business.   Winter  2010,  Issue  61.     Guest  Speaker:  Lora  Klenke,  Wisconsin  Economic  Development  Corporation         Entry  Strategies  Case:  To  be  Distributed/Announced  (Write  Up  Required)       Read  pp.  8-­‐22:  Winning  in  China's  mass  markets:  New  business  models,  new  operations  for   profitable  growth,  IBM  Institute  for  Business  Value  Study.  March,  7,  2007.           In-­‐Class  Global  Pricing  Activity       Case:  To  Be  Distributed/Announced  (Write  Up  Required)         Team  Project  Work  Time       Readings/Speaker  Pending       Rein,  Shaun.  The  Key  to  Successful  Branding  in  China.  Bloomberg  BusinessWeek.   September  25,  2007.     Public  Relations  Learned  the  Hard  Way.  Wall  Street  Journal.  December  29,  2010.       Wilken,  Rowan;  Sinclair,  John.  Global  Marketing  Communications  and  Strategic  Regionalism.   Globalizations.  February  2011,  Vol.  8,  No.  1,  pp.  1–15.    

  This  document  is  subject  to  revision  at  the  discretion  of  the  instructor.  Any  changes  will  be  communicated  well  in  advance  of  due  dates.