University of North Carolina at Charlotte Belk College of Business MBA Program Course MBAD 6174: Global Marketing Spring Semester 2011 Uptown Mondays 5:30 8:15 pm Syllabus Instructor: Dr. Mohamed B. Mansour E mail: mohamed mansour@att.net Phone: (704)526 9081 Office Hours: Monday 4:15 5:15 pm ` Course Objectives and Content The course aims at providing the students with the knowledge and skills for analyzing the complex environment of the different levels of global marketing, implementing the marketing plans for market entry and management of marketing activities internationally. The course covers the nature, elements, levels and characteristics of global marketing; the various elements of the global marketing environment; and entry strategies to international markets. The course also covers strategic marketing planning for marketing a brand or a product line globally. A combination of lecturers, class discussions, cases, examinations, exercises and a project will be used for achieving the course objectives. 1
Textbook Philip R. Cateora, Mary C. Gilly and John L. Graham, International Marketing, 15 th edition (New York, NY: The McGraw Hill Companies, INC, 2011) Recommended resources include company, organization and country Web sites; magazines, newspapers and other media. Course Requirements, Criteria and Grading Examinations 2@200 points each 400 40% Cases 2@100 points each 200 20% Term Project 300 30% In class participation 100 10% Total 1000 100% Grade Weights A = 900 1000 B = 800 899 C = 700 799 F = 699 or less Examinations will include a combination of multiple choice and essay questions. Cases Two written case assignments are due in this course. Case reports should be typed and double spaced. A cover page with the student name, course number, course title and title of case should be included. The instructor will keep all written assignments. The student should keep a copy of the case report. Cases are available online at www.mhhe.com/cateora_15e. 2
Case reports should be submitted at the start of the class during which the case will be discussed. Students who do not submit the case report at the beginning of the class on the date due will be required to submit another case assignment. A number of cases will be assigned during the course for class discussion only. They will be taken into consideration for class participation evaluation. Term Project Teams of 3 4 students are required to submit a project proposal to be approved by the instructor. Each team is required to submit a project report and make presentation as mentioned in the syllabus. The project report should be typed double spaced and include a cover page, table of contents, executive summary and detailed information about the design and implementation of the project. The project report must be submitted prior to the presentation. Alternative Topics of the project are: Evaluation of an entry strategy and marketing plans for marketing a brand or a product line by a US firm in a country Entry strategy and a marketing plan to market a brand or a product line by a US firm in a country An entry strategy and a marketing plan to market a brand or a product line by a firm in a country in the US market Teams are required to select different countries and different brands or product lines. Teams should use the Country Notebook, pages 579 587 in the textbook as a guide to the project. Teams will be evaluated on the basis of project presentation and project report. 3
Evaluation Criteria for the Term Project I. Criteria for Evaluating the Project Report Criteria Point Value Structure and organization: title and contents 50 support material and references Environmental analysis, company analysis, competition 50 analysis and market analysis Company strategic plan, SWOT analysis, marketing 100 objectives, marketing strategy and marketing plan implementation Total 200 II. Criteria for Evaluating Project Presentation Criteria Point Value Content: Organization of information, analysis, strategic 50 Plan and marketing plan Creativity: innovative ideas, graphics, charts and use of 30 Multimedia Overall effectiveness and credibility 20 Total 100 Attendance Class attendance is expected. However, if there may be an occasion when a student is unable to attend class, the instructor should be notified in advance. If the instructor could not be informed before class, the student should present the circumstances which led to being absent when attending next class. Class participation will be used in determining grades for the course. Any student missing more than two classes is subject to reduction in class participation grade. 4
If a student misses an examination, an arrangement should be made with the instructor for a makeup. A valid reason should be presented for missing the examination. Academic Integrity The UNC Charlotte Academic Integrity Policy will be followed. The student is responsible to know and observe the requirements of The UNC Charlotte Code of Student Academic Integrity. This code forbids cheating, fabrication or falsification of information, multiple submissions of academic work, plagiarism, abuse of academic materials, and complicity in academic dishonesty. Any special requirements or permission regarding academic integrity in this course will be stated by the instructor, and are binding on the students. Academic evaluations in this course include a judgment that the student s work is free from academic dishonesty of any type, and grades in this course therefore should be and will be adversely affected by academic dishonesty. Students who violate the code can be expelled from UNC Charlotte. The normal penalty for a first offense is Zero credit on the work involving dishonesty and further substantial reduction of the course grade. In almost all cases the course grade is reduced to F. Copies of the code can be obtained from the Dean of Students Office. Standards of academic integrity will be enforced in this course. Students are expected to report cases of academic dishonesty to the course instructor. Belk College of Business Statement on Diversity The Belk College of Business strives to create an inclusive academic climate in which the dignity of all individuals is respected and maintained. Therefore, we celebrate diversity that includes, but is not limited to ability/disability, age, culture, ethnicity, gender, language, race, religion, sexual orientation, and socio economic status. 5
Course Schedule Date Topic Readings/Assignments Jan. 10 Introduction Thee Scope of Global Marketing Chapter 1 The International Trade Environment Chapter 2 Jan.17 No Class Martin Luther King Jr. Day Jan.24 Cultural Environment of Global Marketing Chapter 4 Cultural Impact on Management Style Chapter 5 and Business Systems Case Discussion: Case 1 1 Starbucks Going Global Fast Jan. 31 The Political and Legal Environment of Global Chapters 6&7 Marketing Case Discussion: Case 1 2 Nestle The Infant Formula Incident Feb. 7 Economic Developments and the Americas Chapter 9 First Written Case Due/ Discussion: Case 2 1 The Not So Wonderful World of EuroDisney Feb. 14 Europe, Africa and the Middle East Chapter 10 The Asia Pacific Region Chapter 11 Feb. 21 Mid term Examination Chapters 1 2, 4 7 &9 11 Feb. 28 Global Marketing Management Chapter 12 March 7 Spring Semester Break No Class 6
Date Topic Readings/Assignments March 14 Products and Services for Consumers Chapter 13 Second Written Case Due/Discussion: Case 2 7 McDonald s and Obesity March 21 Products and Services for Chapter 14 Businesses Case Discussion: Case 3 3 Marketing to the Bottom of the Pyramid March 28 International Marketing Channels Chapter 15 Review of Term Project Progress April 4 Integrated Marketing Communications Chapter 16 Personal Selling and Sales Management Chapter 17 April 11 Pricing for International Markets Chapter 18 Negotiating with International Customers Chapter 19 April 18 Term Project Presentations April 25 Term Project Presentations May 2 Final Examinations Chapters 12 19 7