B441 - IME Global Markets – Winter
2008
|
Instructor Email Office Office
Hours Phone Text HBS
material fee |
Bruce C.
Kusch Smith 313 By
appointment 496-1479 International Marketing 13e, Cateora/Graham (on reserve) - Limited
quantity of custom texts also available in the bookstore $12.00 |
Course Description
A doing and
“teaching one another” experience focusing on the key factors influencing
global marketing decisions and strategies.
Students should gain AWARENESS of differences in cultural, political,
legal, and economic environments and how they affect marketing mix
strategies. Course structure requires
students to take responsibility for understanding key concepts which are
applied to assignments and the development of an international marketing
plan. A major part of the course is
designed to simulate the work of an international marketing professional.
Course Objectives
Grading Elements
& Course Activities
Grading in the course will be
based on the following:
1.
Discussion
Board & Lessons Learned 5%
2.
Q&A 5%
3.
Concept Exams
(2) 20%
4.
Key Concepts
Wiki 20%
5.
Marketing
Plan 50%
Discussion Board & Lessons
Learned (50 points)
1.
Discussion Board 1: What am I wearing, what do I own, and where
does what I eat come from?
a.
Take an inventory
of what you own, list countries of origin, and summarize what you discovered.
b.
Visit a
local grocery store, studying country-of-origin for various products. Document your findings by listing product
name, country of origin, and where in the store you found the product. Post your findings on a designated discussion
board.
2.
Discussion Board 2: Foreign Student Panel
a.
Prepare a
summary report of the things you learned from the foreign student panel and
describe how your views have changed or were affected by what you learned AND
felt. This will be a Discussion Board
forum. Post your comments and comment on
the postings of at least two other students.
Q&A (50 points)
Four days in
class are designated as Q&A days.
Students will submit questions in advance regarding course content for
class discussion. Students must also be
present in class, participating in discussions. To
receive credit, questions must be posted by 11:00pm the night before class.
Concept Exams (200 points)
There will
be two online exams, each worth 100 points, covering key concepts from the
text. Copies of the text are on reserve
in the library, or a custom version of the text is available in the
bookstore. Concept Exam 1 will cover
chapters 1-2, 4-7, 9. Concept Exam 2
will cover chapters 10-12, 14-16, 18. It
is highly recommended that students study these concepts in groups. These exams will be administered online.
Key Concepts Wiki (200 points)
Listed below
are twelve main concepts of importance in the course. Each team will select two concepts and will develop explanatory content to be posted on a wiki,
available to all students. The content
posted should provide a thorough explanation of the concept, which can be used
to inform students on the topic. Posted
content should also include hyperlinks to other online sources of
information. Length of postings should
be approximately 1500 words. DO NOT copy
and paste from online sources. Wikipedia
content cannot be used in any form.
Teams will select topics from two groups: Group 1 consists of concepts 1-6; Group 2
consists of concepts 7-12. These groups
correspond to topics that are covered in the two concept exams.
Key Course Concepts
Teams will
be asked to make a 10-minute presentation on their assigned concept (see class
schedule). Only one member of the team
(two at the most) should present.
Marketing Plan (500 points)
Working in
teams, you will assume the role of a product development team responsible for
the development and introduction of a new product into an international
market. Here are the assumptions as you
proceed with this assignment:
1.
You are a
product development team for Procter & Gamble
2.
The product
you will develop and market is a B2C sale
3.
The product
cannot be food
4.
You are
introducing a new
consumer product AND brand that has not previously been introduced in your
target market
5.
Your product
idea can be a modification of something already on the market, but you are
encouraged to create an original product concept, based on identified needs
specific to your target market
6.
The product
will not be manufactured in the country where it will be sold. You must
consider export and import issues in your plan
7.
Teams will
select one of the following countries:
Brazil, Russia, India, China, Ghana, Viet Nam
The
marketing plan will consist of six chapters, described below. Each chapter in the plan will have its own
due date (in other words, you can’t procrastinate until the end of the course
to submit everything!), and will be posted on a team wiki. Teams will be asked to present their plans in
phases (see class schedule). One or two
team members will make a 10-minute presentation on chapters 2 & 3 of the
plan. Teams will make a final plan
presentation (approximately 20 minutes) as noted on the schedule.
The length
of each chapter will vary. No minimum or
maximum number of pages for each chapter is or will be specified. Just keep in mind that the marketing plan
represents 50% of your grade. A brief
description of each of the chapters follows.
These are suggestions – feel free to expand on them as you develop the
plan.
Chapter 1
Introduction
& Executive Summary (you’ll write this section last)
Chapter 2
Target
Market
·
Economic
analysis
·
Trade issues
& trade agreements
·
Foreign
exchange considerations
·
Cultural
analysis & considerations – based on Hofstede Indices
·
Justification
of country selection
·
Market entry
strategy
·
Business
customs
·
Corruption
challenges – CPI per Transparency International
Chapter 3
Detailed
Product Plan
·
Definition
·
Specifications
·
Product cost
·
Development
cost
·
Projected
ROI
·
Development
schedule
Chapter 4
Marketing
& Promotional Plan
·
Product
localization requirements
·
Branding
strategy
·
Distribution
channels
·
Best methods
of promotion – IMC
·
Competitive
analysis
·
Forecast –
sales & profits
Chapter 5
Operational
Plan
·
Manufacturing
& Production – locations
·
Transportation
·
Warehousing
& order fulfillment
Chapter 6
Organizational
Plan
·
In-country
plan
·
Use of
locals vs. expatriates
Guiding Principles of Learning
& Teaching
At BYU-Idaho we foster
faith-building and life-changing learning.
Faith in the Savior, gifts of the Holy Ghost, the presence of the restored
gospel and institutional efforts to build a Zion learning community motivate us
to learn and teach by study and also by faith.
Please remember that EVERYONE at
BYU-Idaho is both a learner and a teacher.
As such, these principles guide our actions. We:
1.
exercise
faith in the Lord Jesus Christ as a principle of power;
2.
understand
that the Holy Ghost is the true teacher and invite the Holy Ghost to teach us;
3.
act, rather
than be acted upon;
4.
accept
responsibility for learning and teaching;
5.
integrate
scholarly knowledge and sacred truth;
6.
love, serve, and
teach one another.
Class Policies & Important Points
·
A good portion of the work for this course will be done in
teams. Learning to work as a member of a
diverse team is essential to success in the world of business. You have an obligation to other team members
to do your part in making the team’s efforts a success.
·
Written submittals and oral presentations should represent your
highest quality work. Oral presentations
should be prepared using PowerPoint.
Written work should be typed, using a 10 or 11pt font. Be sure you check for grammar and spelling
errors. Some of the most valuable skills
you can acquire that will benefit you in the business world are excellent written
and verbal skills.
·
The Code of Honor and Dress and Grooming Standards apply.
·
Class Policy on Academic Integrity – Cheating, plagiarism,
academic dishonesty, or anything like unto it is contrary to the Honor Code and
principles of this university. Merriam-Webster’s Collegiate Dictionary
describes plagiarism as: “use (another’s production) without crediting the
source; present as new and original an idea or product derived from an original
source.” Any student involved in any
behavior deemed academically dishonest puts credit for the course and their
attendance at BYU-Idaho at serious risk, and cannot be tolerated. Students will receive a “0” on assignments
with no opportunity to make up for lost points, and the instructor reserves the
right to drop the student from the course with a grade of “F.” Additionally, the student’s behavior may be
reported to the department Chair, college Dean, and the Dean of Students. “I did not know,” or “I did not understand”
will not be considered as valid excuses.
·
The following statement, with
your written initials, should appear at the end of each assignment you
submit: “I/We certify that the work
submitted is my/our own unique and original work. Any non-original works have been cited, with
proper credit given to the creator/author.
My/our efforts are in full compliance with the university Honor Code.”
·
If you have a diagnosed disability, or believe you have a
disability that may require reasonable accommodation on the part of BYU-Idaho,
please call 1-800-we-care to make an appointment with Red Taylor, Director, at
the center for students with disabilities.
“In accordance with the applicable disability law, qualified students
with a disability may be entitled to ‘reasonable accommodation.’ It is the student’s responsibility to
disclose to the SSD office any special needs he/she may have and to provide the
appropriate documentation of the disability.
The SSD office is located inside the Learning Assistance Center, McKay
Library, first floor.”
The following is the
anticipated course schedule – always subject to change!
Assignments are due by
midnight on the designated day. They will be posted on
I-Learn and must be submitted before the deadline. Students must assume responsibility for
managing deadlines and workloads.
Assignments and related class materials can be found under each Weekly
Module.
|
Week |
Dates |
Topic |
What’s Due? |
Other notes/reminders |
Text |
|
1 |
March 12 |
Introduction
to the course Video:
McDonald’s in India |
Discussion board 1 |
Select teams and countries |
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13 |
Video:
NAFTA & the New Frontier HBR: “Abraham
Lincoln and the Global Economy” |
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Select Key Concepts |
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14 |
Team Day |
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2 |
17 |
Exercise: Cultural
Constraints in the Workplace HBR
articles “Managing Multicultural Teams”
& "National Cultures & Work-Related Values..." |
Plan
– Ch. 2 |
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18 |
Foreign
Student Panel |
A foreign student |
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19 |
Team Day |
Discussion board 2 Key Concept 1 |
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20 |
Business Summit – no class |
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