GLOBAL MARKETING
BA 497/597
Fall 2008
Time: Tuesday/Thursday 10:00 –
11:50am
Location: Bexell 103
Credits: 4
credits
Prerequisite: BA 347 and BA 390
Instructor: Dr. Colleen Bee
Office: Bexell 406
Phone: (541)737-6059
Email: colleen.bee@bus.oregonstate.edu
Office Hours: Tuesday/Thursday 1:00 – 2:00pm (Bexell 406)
Wednesday
9:00 – 10:00am (Weatherford EG08) and by appointment
Required Readings:
Catoera, P.R., and Graham, J.L. (2007). International
Marketing, 13th ed. Boston,
MA: McGraw-Hill Irwin.
Additional readings available on Blackboard.
Course
Description:
Consideration of cultural, political, regulatory, economic
and trade barriers in the
design of marketing plans for product development, pricing,
channels of distribution; and promotion alternatives in a global market.
Course Objectives:
1)
Think
Global/Act Local: We will learn theoretical concepts in the discipline of
international business and the importance of how to think globally in business.
2)
Global
Awareness: We will understand the impact of political, legal, economic, and cultural
factors on business activities across countries and forces spurring
globalization.
3)
Present
international business concepts: We will
learn principles and strengthen our business vocabularies as we approach a
global business environment.
COURSE ORGANIZATION
Classes:
Lecture/discussion format. Students are encouraged to ask questions,
actively participate in discussions, and to comment on reading and lecture
materials. Because the text is organized
around my lectures, the textbook will be used as a resource material. You should note that although the text
supports the lectures, we will not rehash the text. However, you will be responsible for knowing
the material from the required readings whether it is explicitly covered in
class or not.
Preparation:
Students should be prepared to discuss and answer
questions about text, lecture and other assigned reading material, particularly
assigned cases. I will expect you to
have read the assigned readings by the date given on the outline.
COURSE EVALUATION
Exams:
There will be
three exams. Exam #1 and Exam #2 are not
cumulative and will take place in-class.
The final exam is cumulative
and will occur during finals week. Students will be responsible for all class
material covered in the following sources:
a) assigned readings, b) lectures, c) cases, d) handouts, e) videos, and
f) class discussions. Questions
will consist of multiple choice and short answer/essay questions. Not only
will you be expected to know facts, but also how to apply those facts in
different situations.
Current Event Presentation:
Working in groups of 2,
you will choose a recent newspaper or a magazine article (the OSU library
receives many international and national sources) dealing with an international
marketing issue. Briefly summarize the
article to the class and then explain how it is related to marketing concepts. When applicable, you should present multiple
perspectives for an issue (whether from multiple countries, cultures,
companies, or individuals). You should
initiate a discussion with the class about the relevance of the information
found in the article and more important, you should provide additional
information on the topic to trigger a discussion. The presentation and
discussion should last around 10-15 minutes. I should pre-approve your choice
at least one week prior to the discussion date. The presentations should start
in the second week of class with two team presentations per class period. By
the second week of class, you should have picked up your presentation date.
Country Notebook:
Working in teams of 4 or 5 students you will analyze a
country’s cultural and economic environment in order to develop a marketing
program for a specific product or service. The purpose of this assignment is to
facilitate cross-cultural understanding and evaluate a country’s market
potential. You should work as if you
represent a company planning to expand operations to several new
countries. Your job is to analyze and
tentatively propose a marketing program for the company’s product in one of the
countries. The project includes a paper
and a presentation. Please see The
Country Notebook (p. 586) in International Marketing by Cateora and
Graham.
Class Participation:
In class participation is an important part of the learning
process and your preparation and participation in class discussion will be
accounted for. Class participation credit will be awarded on the basis of your
positive (i.e., constructive) contribution to class discussions and by how well
prepared you are in class discussions.
Evidence of this will be apparent by the extent to which you are able to
answer questions asked by the instructor during lectures. Your contribution is expected to be
meaningful and relevant (e.g., it should show that you've read the material and
have been attending class).
Case
Discussions:
As part of participation, students must come to class
prepared to discuss ALL cases. Students
must be prepared with at least a summary of the issue; a discussion of how the
case relates to course concepts; and any assigned questions. All cases will be discussed in class, so
students must read and thoroughly prepare the cases ahead of time. A grade will
be given for participation.
course evaluation Summary:
Exams (2 @ 60 points each; final @80 points): 200 points
Country Notebook Marketing Plan 60
points
Country Notebook Presentation 20 points
Current Event Presentation 10
points
Participation: 10 points
Total 300
points
Late assignments and projects will be deducted 15% per
day.
COURSE POLICIES
Course
Policy on Exams: All students will be required to take the
exams at the time and date specified on the course outline. If, for some very compelling and unforeseen
reason, a student is unable to take an exam at the specified time and date,
he/she must notify the instructor prior to the exam. Make-up exams may be in an alternative
format.
Course
Policy on Academic Conduct: As members of the College of Business
community, students are expected to adhere to the COB Code of Conduct http://www.bus.oregonstate.edu/about/cobcodeofconduct.htm. In
addition, students enrolled in courses at Oregon State University are expected
to adhere to the highest standards of academic conduct. Any case of academic dishonesty will
result in a grade of F for the course. This action is allowed by Academic
Regulations and Procedures as described in the Schedule of Classes. Any kind of inappropriate academic conduct in
this course will be addressed in accordance with the university's stated
policies and procedures on academic dishonesty. Please consult the
following website for additional information regarding academic dishonesty http://oregonstate.edu/admin/stucon/achon.htm.
Student Feedback: Exam scores and graded assignments will be returned to the
student as quickly as possible (usually within a week). Following the first exam, you should conduct
a self-analysis of your performance. If
you need improvement, please contact me so that I can help. In addition, you may find it helpful to talk
with other students for insight on study techniques and exam preparation.
Statement Regarding Students
with Disabilities: Accommodations are
collaborative efforts between students, faculty and Services for Students with
Disabilities (SSD). Students with accommodations approved through SSD are
responsible for contacting the faculty member in charge of the course prior to
or during the first week of the term to discuss accommodations. Students who
believe they are eligible for accommodations but who have not yet obtained
approval through SSD should contact SSD immediately at 737-4098.
COURSE SCHEDULE
|
Week
|
Day
|
Date
|
Topic
|
Readings
|
Requirements
|
|
1
|
Tues.
|
Sept. 30
|
Introduction to Global Marketing
|
Ch. 1
|
|
|
|
Thurs.
|
Oct. 2
|
Global Trade
Case 1-1: Starbucks
|
Ch. 2
Case 1-1 (p.596)
|
Student Profile Due
|
|
2
|
Tues.
|
Oct. 7
|
Global Trade cont’d & Culture
Mardi Gras: Made in China
|
|
|
|
|
Thurs.
|
Oct. 9
|
Culture: History and Geography
|
Ch. 3
|
Team/Country/Product
Selection
|
|
3
|
Tues.
|
Oct. 14
|
Understanding Culture
Case 2-1: EuroDisney
|
Ch. 4
Case 2-1 (p.614)
|
|
|
|
Thurs.
|
Oct. 16
|
Business Customs & Negotiations
|
Ch. 5 & 19
|
Product Fact Sheet
Due
|
|
4
|
Tues.
|
Oct. 21
|
Global Political and Legal Environment
Case 2-5: Corruption
in China
|
Ch. 6 & 7
Case 2-5 (p.629)
|
|
|
|
Thurs.
|
Oct. 23
|
Exam #1
|
Ch. 1 – 7
|
|
|
5
|
Tues.
|
Oct. 28
|
Marketing Research
Emerging Markets & BoP
Case 3-4: Marketing
to the BoP
|
Ch. 8
Ch. 9
Case 3-4 (p.650)
|
|
|
|
Thurs.
|
Oct. 30
|
Emerging Markets & BoP cont’d
Global Markets
|
Ch. 9
Ch. 10
|
|
|
6
|
Tues.
|
Nov. 4
|
Global Marketing Management
Case 3-2: Swifter,
Higher, Stronger, Dearer
|
Ch. 11
Case 3-2 (p.640)
|
What It Is Like… Due
|
|
|
Thurs.
|
Nov. 6
|
Global Products
|
Ch. 12, 13
|
|
|
7
|
Tues.
|
Nov. 11
|
Channels, Exporting & Logistics
|
Ch. 14, 15
|
Economic Summary
Due
|
|
|
Thurs.
|
Nov. 13
|
IMC
Case 2-7: McDonald’s
and Obesity
|
Ch. 16, 17 Case: 2-7 (p.632)
|
|
|
8
|
Tues.
|
Nov. 18
|
Pricing
|
Ch 18
|
|
|
|
Thurs.
|
Nov. 20
|
Exam #2
|
Ch. 8 - 18
|
|
|
9
|
Tues.
|
Nov. 25
|
Global Marketing Issues
|
|
|
|
|
Thurs.
|
Nov. 27
|
Thanksgiving – no
classes
|
|
|
|
10
|
Tues.
|
Dec. 2
|
Team Presentations
|
|
Team Projects Due
|
|
|
Thurs.
|
Dec. 4
|
Team Presentations
|
|
|
|
11
|
Mon.
|
Dec. 8
|
Final Exam 6:00pm
|
|
|
* this schedule is subject to change
STUDENT PROFILE
To help me get to know you better, please
complete this information sheet and return it.
Name: _____________________________________________________
e-mail:
_____________________________________________________
Academic Status: Major: _____________________ Year: ______________
Career Interests and Areas of Special Expertise:
Past work experience?
_______________________________________________________
_______________________________________________________
What career interests/plans do
you have after graduation?
_______________________________________________________
_______________________________________________________
Do you have special knowledge
(work experience, etc.) in marketing? If
so, please describe.
_______________________________________________________
_______________________________________________________
Have you traveled abroad? Lived abroad? Where?
_______________________________________________________
_______________________________________________________
What would you like to get from global marketing?
_______________________________________________________
_______________________________________________________
Interesting Aspect About You:
_______________________________________________________
_______________________________________________________
Please
staple a photo of yourself to the upper right hand corner of this sheet before
handing it in. If you don’t have a
photo, photocopy your student ID. I’d
like to put faces together w/names.
