Canisius College

Department of Management

2001 Main Street Buffalo, New York, 14208-1098

TEL: 716.888.2603 FAX: 716.888.3215 [email protected]

International Marketing For Universidad del Pacifico, Lima, Peru. May/July 2012 Professor: Ronald Rivas, Ph.D., Associate Professor of Management and International Business Office CT 406, Phone: (716).888.2603; Fax: (716).888.3215, Email: [email protected], Office Hours:TBA COURSE DESCRIPTION This course, both theoretical and practical, is designed to prepare international marketing managers to work effectively by providing an understanding of the issues, opportunities, and complexities associated with international marketing. The course also makes an emphasis on the cultural, historical, economic, social, political and business environments in Latin America and on the activities of multinational corporations from Latin America also known as Multilatinas. Many subjects covered in the course are also important to small companies, including those that operate in a purely domestic context but that are exposed to global competition and seek global opportunities. Upon successful completion of the course, you should possess an awareness of international marketing. In particular you should be able to demonstrate analytical and strategic thinking skills that reflect an understanding of international marketing environment and the international marketing of Latin American companies with global orientation and operations. Specific objectives: 1. To provide opportunities for further development of students’ analytical, problem-solving, decision-making, and communication skills. 2. To stimulate creative thinking and its application to case analysis through active discussion of cases. 3. To familiarize students with cultural, historical, economic, social, political and business environments in Latin America and the region relation to Global Markets. 4. To provide opportunity to students to enhance their presentation skills in English. 5. To provide an opportunity of networking with students, scholars, and university administrators through the Fulbright Specialists program. Learning Outcomes: Knowledge: Understanding the logic of international marketing, applied to Latin Americas Corporations. Skills: 1. 2. 3.

Ability to do research on Global and Latin American Business environments and companies. Ability to articulate, orally and in writing the strategic choices made by the student. Ability to synthesize the determinants of international marketing into a well-conceived and detailed action plan and to formulate recommendations that contemplates the influence of socio-culture, economic, and political forces in different Latin American countries.

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Attitude: 1. 2.

Confidence in being able to comprehend the totality of a business, not just some of the parts in the context of Latin America. Courage to integrate one’s own prior learning in the search for insight on how a business might better position itself in today’s global competition.

PEDAGOGICAL APPROACH With regard to teaching style, the course depends on a combination of lectures, cases, student presentations, interactive participation, and both individual and group exercises. Thus, regular attendance, appropriate expressions of interest, and meaningful contributions to class activities are expected, valued, and considered when determining students’ participation grades. You are expected to read assigned materials before class, should be eager to voluntarily discuss relevant topics in class and should expect to be periodically called upon to answer questions or provide other input. Class activities are designed to supplement, rather than replace, the textbook. Students will be expected to analyze a case situation, identify its central problem, and present a set of specific recommendations. These recommendations will be directed toward correcting problem areas and/or exploiting opportunities. Students must demonstrate:

1. 2. 3.

How these recommendations will be implemented, How any negative consequences will be dealt with? What impact the decision will have on all organizational variables that are either directly or indirectly affected.

Cases will be graded according to these stated criteria. GENERAL This course will be adapted to fit Universidad del Pacífico’s schedule and enrollment in this course. This syllabus may also require additional changes during the course of the semester. Any changes will be announced in class. Research, writing, and presentation work should be divided equally among team members, and all team members will receive the same grade unless unusual circumstances arise. Peer evaluations will be included as part of the team project. Written assignments will be graded not only on content but also on writing effectiveness, style and technique in so far as these contribute to the overall quality of the written work. Creativity is generally appreciated and will be recognized as a valid contribution to the learning environment. Students are expected to be above reproach in scholastic activities. Since scholastic dishonesty harms the individual, all students, and the integrity of the university, policies on scholastic dishonesty will be strictly enforced. In particular, all work submitted by students should be entirely original and completely the work of the student. Please follow the guidelines of academic integrity as in all Canisius College’s courses.

COURSE MATERIALS Required Textbook: 1) International Marketing, 9th Edition Michael R. Czinkota - Georgetown University Ilkka A. Ronkainen - Georgetown University ISBN-10: 1439040583 ISBN-13: 9781439040584 752 Pages Hardcover ©2010 Published 2)

Harvard Business Publishing cases packet. HBS Cases can be purchased online at

www.hbsp.com. (See list at end of this course description)

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EVALUATION Even though all projects are group based, grading is based on individual performance and contribution

Team Case Presentation Team Regional Focus

20% 20%

Team Paper and Presentation Class Participation /Contribution (individual) TOTAL

30% 30 % 100%

COURSE ASSIGNMENTS I. TEAM CASE AND REGIONAL FOCUS PRESENTATIONS The class will be divided into 4 teams. Each team will have the responsibility to present one of the cases assigned for the course (see attached course schedule) and discuss the main aspects of the external environment of corresponding geographic region. For the presentation, the teams are to: Team Regional Focus guidelines 1. Identify the main international marketing issues related to the Political-Legal, Economic, Cultural, and Industrial environment of the countries in the assigned region. 2. Identify the main Opportunities and Threats in the region. Team Case guidelines 1. Lead the class discussion of the case material and the case questions. 2. Identify and discuss the "critical" International Marketing issue in the case. 3. Research the company and update the data for the most recent events and development of the company’s international marketing strategy. 4. Develop a list of guidelines for your classmates on how a good International Marketing Manager would manage this issue. The Teams are required to develop a presentation of the material. Please note that all four parts have to be in the presentation for the Team to get full credit. There should be equal time given to discussion of the case material, the critical marketing issue, the update and the guidelines. The Team will hand in a copy of the presentation. II. TERM PAPER PROJECT AND PRESENTATION The Term group project is a plan for an international product/service. There are two options. A) Identify one of their existing product/service or one of their Brands and create a plan to introduce it in a foreign market. The product could be exported/imported, joint venture or a foreign direct investment in any foreign area. Or, B) Create a totally new product with high potential on the selected foreign market and design a plan to introduce it into the foreign market. Teams of 4-5 students will submit a double-spaced, 20-page paper (excluding graphs, tables, figures, references, title page, etc). The papers will be graded on both content and style/expression. They should include a title page and substantial research references. Additionally, a presentation of the paper accompanied by PowerPoint slides should be made to the class.

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III. CLASS PREPARATION/PARTICIPATION/CONTRIBUTION: All students are required to read thoroughly all cases. The teams with the responsibility to introduce the case in class need also to orally present and defend their analyses of the cases and they should be ready to discuss and challenge the presentations of other students. These teams will use a PowerPoint to help their presentation. Students also should maintain an awareness of current Latin American business dynamics and should apply their knowledge to applicable class discussions. You are expected to attend all classes and to participate by actively contributing to class discussions, projects and activities. Attendance will be taken. Participation by each student in class discussions is an essential part of the course and carries a significant weight in your final grade. Participation is graded by the faculty based on past experience with similar classes and observation of the student class behavior. The participation grade will be evaluated based on the quality and quantity of the student’s contribution to case discussions, attendance, and performance as discussion group leader. To facilitate preparation before class, ALL class PowerPoint slides and handouts are delivered electronically through Angel. Please print these slides and handouts in “handouts 2 slides per page”, double sided and in “Pure black & white” to save toner and paper. On time Class attendance is a requirement. Students need to notify the faculty in advance of an excused absence. Students with three (2) non-excused missing classes will have their FINAL COURSE GRADE DOWNGRADED. Students that attend only partially the session (either by arriving late or leaving early) will be considered missing a class, and will need to present a make up. A student is late if he/she is not present by the time of calling the roster. To make up for excused absences, students shall hand a write-up answering to the study question of the corresponding case. STUDENTS MISSING SIX (4) OR MORE CLASSES (either excused or non-excused) WILL AUTOMATICALLY FAIL (FX) THE FINAL COURSE GRADE. Please inform me in advance if you have to miss a class. Class attendance is necessary but not sufficient. To achieve top scores the student has to contribute to class consistently throughout the semester. Students will be graded based on their contribution in each class. The faculty strongly encourage the students to actively participate in the class discussion. Insightful comments and a lively discussion will be handsomely rewarded. Lack of participation will be detrimental to the students overall grade. Come prepared. I will assume you have done any assigned readings and prepared any assigned questions and cases prior to class. This way class time can be used constructively to move beyond the assigned material in various ways. From time to time I will assess how well you are prepared by calling on you unannounced in class. Be an interactive participant. Your participation is beneficial for your own and others' learning. Offer your insights and observations, listen to your classmates, and offer and accept constructive comments. Be an effective team member. Each student will be graded on their effective participation in their group. Students will fill a self-evaluation and a peer evaluation of their group members. Comments on these evaluations are considered confidential and will not be released by me to other students. I will consider the peer evaluations before making a final determination of a student’s grade.

NO ELECTRONIC RECORDING or LAPTOP COMPUTER NOTETAKING IS ALLOWED IN THIS CLASS, NO CELL PHONES, And NO TEXTINGIN IN CLASS. In a multitasking world we have grown to be too accustomed to divide our attention. I need your undivided attention to deliver a high quality learning experience.

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This course grading scale is the following and will be adapted to UP’s grading system: Letter Numerical Equivalent BASE 100 Status A Superior performance. 4.0 95-100 A3.7 90-94 B+ Good performance. 3.3 87-89 B 3.0 84-86 B– 2.7 80-83 C+ 2.3 77-79 C Adequate performance. 2.0 74-76 C– 1.7 70-73 D Poor, but passing, performance. 1.0 60-69 F Failing performance. 0.0 0-59 FX Failure due to excessive absences or unauthorized absence from the final examination. P or U

Passing. U Failing, The description of the Pass/Fail program is given later in this chapter.

Attendance/class participation grades are the following Grade Performance Description Range* 90-100 80-89 70-79 60-69 87-89 80-86 70-79 60-69 60-69

Regular Attendance, ** Frequent participation in and substantial contribution to class discussion/activities Regular Attendance, ** Did participate and contribute moderately Regular Attendance, ** with occasional participation and some contribution Regular Attendance, ** with little or no participation and/or contribution Missed a few sessions, *** Frequent participation in and substantial contribution to class discussion/activities Missed a few sessions, *** Did participate and contribute moderately Missed a few sessions, *** with occasional participation and some contribution Missed a few sessions, *** with little or no participation and/or contribution Irregular Attendance, **** with occasional participation and some contribution. Or repeated disruptive behavior

* The point spread within each category represents instructor’s judgment regarding the quality of the contribution to the class discussion and related activities. ** Regular Attendance means missing no more than 1 semester session and participating in all class exercises. *** Missed a few sessions mean missing 2 or 3 semester session for legitimate reasons. **** Irregular Attendance means missing 4 semester sessions, for legitimate reasons.

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Harvard Business School Publishing Cases (www.hbsp.com) Arcor: Global Strategy and Local Turbulence by Pankaj Ghemawat , Michael G. Rukstad , Jennifer L. Illes Product Type: Case (Field) Product#: 9-704-427 Pub. Date: 11/13/2003 Length: 38p Revision Date: Nov 29, 2005 Electronic Download $3.95 Grupo Industrial Bimbo S.A.--1998 by Ray A. Goldberg , Carin-Isabel Knoop , Srinivas Ramdas Sunder Product Type: Case (Field) Product#: 599066 Pub. Date: 12/04/1998 Length: 18p Electronic Download $3.95

Natura: Global Beauty Made in Brazil by Geoffrey G. Jones , Ricardo Reisen De Pinho Product Type: Case (Field) Product#: 9-807-029 Pub. Date: 08/15/2006 Length: 27p Revision Date: Aug 29, 2007 Electronic Download $3.95 LAN Airlines in 2008: Connecting the World to Latin America by Ramon Casadesus - Masanell; Jorge Tarzijan; Jordan Mitchell English PDF | 709410-PDF-ENG Electronic Download $3.95

Building a Cluster: Electronics and Information Technology in Costa Rica by Michael E. Porter , Niels W. Ketelhohn Product Type: Case (Field) Product#: 9-703-422 Pub. Date: 11/07/2002 Length: 22p Revision Date: May 3, 2006 Electronic Download $3.95

HBS Cases can be purchased online at www.hbsp.com. HBS sells each student their own packet. Please, respect Copy rights and do not photocopy the HBS packets.

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Canisius College

Department of Management

2001 Main Street Buffalo, New York, 14208-1098

TEL: 716.888.2603 FAX: 716.888.3215 [email protected]

International Marketing For Universidad del Pacifico, Lima, Peru. May/July 2012 Professor: Ronald Rivas, Ph.D., Associate Professor of Management and International Business Office CT 406, Phone: (716).888.2603; Fax: (716).888.3215, Email: [email protected], Office Hours:TBA This is a tentative class schedule. It will be modified to fit guest the schedule at UP. Week 1: THE INTERNATIONAL MARKETING ENVIRONMENT Introduction to the course, Expectations, and course organization Read Chapters: 1. The Global Marketing Imperative. 2. Trade Institutions and Trade Policy. 4. The Economic Environment.

3. The Cultural Environment. 5. The Political and Legal Environment. UN/ECLAC, Preliminary Overview of the Economies of Latin America and the Caribbean 2012: Chap 2 We will form five groups. Each group will pick up a case. We will also assign each student to Final term project. Week 2: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT. Read Chapters:

6. Strategic Planning. 7. Marketing Organization, Implementation and Control. Regional Focus Argentina (Team 1) Case: Arcor: Global Strategy and Local Turbulence (Team 1) Week 3: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT, (continued) Read Chapters:

8. Research. 9. Market Entry and Expansion. Regional Focus: México (Team 2) Case Grupo Industrial Bimbo S.A. – 1998 (Team 2) Week 4: EXPORT MARKETING MIX. Read Chapters:

10. Product Adaptation. 11. Export Pricing. Regional Focus: Central America and Panama (Team 3) Case: Building a Cluster: Electronics and IT in Costa Rica (Team 3)

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Week 5: EXPORT MARKETING MIX, (continued) Read Chapters:

12. Marketing Communication. 13. Distribution Management. Regional Focus: Brazil (Team 4) Case: Natura Global Beauty Made in Brazil (Team 4) Week 6: THE GLOBAL MARKETING MIX Read Chapters:

14. Global Product Management and Branding. 17. Global Pricing. 18. Global Promotional Strategies. Regional Focus: The Andes (Team 5) Case: LAN Airlines in 2008: Connecting the World to Latin America (Team 5) Groups Presentations TERM PROJECTS PRESENTATIONS TERM PROJECTS DUE IN CLASS. Post all your electronic files on Angel (Report in Word, Excel calculations, PowerPoint slides)

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