LINGNAN UNIVERSITY Department of Marketing and International Business. MKT 3321 International Marketing Management. Second Term

Transcription

1 LINGNAN UNIVERSITY Department of Marketing and International Business MKT 3321 International Marketing Management Second Term Class Time: LI: Tuesday 3:30-4:45 Instructor: Prof. Paul Whitla L2: Thursday 5:00-6:15 Office: SEK 101/13 Class Rooms: LI: WYL110 L2: WYL104 Office Phone: Office Hours: 13:00-15:00 Tuesday, 10:00-12:00 Thursday; (Other times when I am in my office or by appointment) No. of Credits/Term : 3 Mode of Tuition : Sectional Approach Class Contact Hours : 42 hours (3 hours per week) Category in Major Programme : Additional Elective Marketing Stream Prerequisite : BUS205 Marketing Management The Required Textbook: Kotabe, M. and Helsen, K,. International Marketing, Sixth Edition. Wiley, 2015 This is an accessible text of around the right depth, with includes a significant Asian focus. However, knowledge seeking cannot be restricted to only one text book. Students are advised to explore and study other related reading materials in an adequate manner. A suggested reading list of books and appropriate journals are listed below. Reading List: Books Cateora, Philip, Mary Gilley and John Graham, International Marketing, Boston, MA: McGraw Hill, 16 th ed.: 2012 Czinkota, Michael and Ikka Ronkainen, International Marketing, South-Western, 2011 Ghauri, Pervez and Philip Cateora, International Marketing, McGraw Hill, 4th ed: 2014

2 Johansson, Johny K. Global Marketing: Foreign Entry, Local Marketing & Global Management. McGraw Hill, International Edition, 5 th ed., Keegan, Warren J. and Mark C. Green, Global Marketing, N.J., Pearson/Prentice Hall, 8 th ed., 2014 The Changing Face of the Asian Consumer: Insights and Strategies for Asian Markets, Bernd Scmitt, McGraw Hill, 2013 Terpstra, Vern, James Foley and Ravi Sarathy, International Marketing, 10 th Edition, The Naper Press, Usunier, Jean-Claude and Julie Anne Lee, Marketing Across Cultures, 6th ed., London: Prentice Hall, 2013 Scholarly Journals and Practitioner-Oriented Magazines Asia Pacific International Journal of Marketing Campaign Journal of World Business Journal of International Consumer Marketing Journal of Global Marketing International Marketing Review International Journal of Advertising Journal of International Marketing Journal of International Marketing and Exporting Journal of International Marketing and Marketing Research Marketing and Research Today The Economist Fortune Course Objectives: This course is aimed at developing the skills that are required by a Marketing Manager working in an international context. All students, either through International Business courses or the Global Business Environment module should be aware of the major international environmental changes that are impacting the marketing field, this course aims to allow students the opportunity to understand how such forces are dealt with in practical situations and how the International Marketing Manager needs to account for the international environment when developing and implementing marketing strategies. By the end of the course students should have a greater understanding of the practical difficulties of international marketing and should be able to contribute to the development of marketing strategies for international markets in organisations which they later may join.

3 Course Philosophy: This course builds on students existing understanding of the international environment, it also is based around McCarthy s Four-P model of the marketing mix with which students are already familiar. There is probably a limited amount that is conceptually new for students to grasp and the course is more applied in nature. In this course the primary challenge for students will be to develop a practical understanding of how marketing strategies are set, what impacts on marketing decisions and how marketing strategies can be implemented in the international context. To a large extent this requires students to appreciate the constant trade-offs that must be made between on the one hand a global approach where standardisation is applied and the quality and cost benefits of that achieved and on the other a local adaptation approach where differences between markets are recognised and catered for. As will be demonstrated this applies not only to standardisation or adaptation of product but applies equally to all other marketing variables. In many cases of course, the extent to which a standardised versus a local approach should be adopted is difficult to determine, as will be demonstrated the choice depends on a wide range of factors including but not limited to the characteristics and capabilities of the firm, the nature of the industry, the diversity of the markets, the generic strategy of the organisation along with the firms overall mission and objectives. Of course each decision related to any aspect of the international marketing mix must be integrated with all others rather than considered in isolation. Those students who can recognise the conflicting yet simultaneous demands for both global efficiencies and local adaptation and develop appropriate marketing strategies to deal with these will be those who score highest in the course and gain the most from it. Course Pedagogy: The teaching of this module will reflect that this is an applied rather than a theoretical course. Use of real-life current marketing examples will be made and references supplied to ongoing marketing challenges facing companies operating in the international environment. Students will be provided with a number of cases and articles from the business press related to the topics in the course. As the course relates to international marketing students will be encouraged to look at marketing practices in other countries and compare them with what they are familiar with in Hong Kong, examples of media from other countries will be provided. This is also the basis of the major assignment for the course which requires students to consider the extent to which a particular marketing campaign has been adapted for the international environment. To further reflect the practical nature of the course students will be asked to present the findings of their major assignments. All students are encouraged to ask questions at any time preferably in class so that all students may benefit. Current examples that students can provide from any media source will be appreciated and supplying such examples will go some way to improving students marks for

4 participation. Learning Outcomes On completion of this course, students will be able to: * Describe the nature of international marketing with particular emphasis on the globalization of modern business and the simultaneous demands of global and local pressures. * Adapt marketing strategies in line with different cultural and environmental settings. * Recognise the factors involved and choices associated with the implementation of marketing management in the international context. * Analyze international marketing situations and take appropriate decisions. * Account for external demands for corporate social responsibility and ethical conduct in an international dimension. * Make a credible business presentation in a team setting Measurement of Learning Outcomes * Case study reports require students to address social responsibility and ethical issues in a global perspective where appropriate. * Problem based continuous assessment requires students individually or in teams to explain the applicability of concepts, theories and principles of international marketing management to real life problem situations. * The major project requires students to analyse a real life company situation and to propose solutions and recommendations. * The final examination specifically requires students to apply past learning in addressing the case and examination questions.

5 INTERNATIONAL MARKETING MANAGEMENT Semester 2, ASSESSMENT SCHEDULE Case Study 1 5% Case Study 2 5% Participation 5% Project and Presentation 20% Mid-term Test 15% Final Examination 50% Importance of Academic Honesty Students shall be aware of the University regulations about dishonest practice in course work and the possible consequences as stipulated in the Regulations Governing University Examinations. Case Studies In the early weeks of the course we will look at a number of short case studies. These cases come from the textbook and there are a number of short questions at the end of each case for you to answer. Answers to these cases must not exceed three single spaced (or six double spaced) pages. The purpose of the cases is to ensure that you have read the case and thought through some of the issues prior to the class being conducted. Note that in class we may not discuss the set questions but may move on to other aspects of the case. As we will discuss the cases in class late submissions will not be accepted please make alternative arrangements to submit your case if you are unable to attend the class. Participation You are actively encouraged to ask questions in class. Students who display an interest in the subject score higher in participation and normally also do far better in the final exam too. Taking an active part in group discussions or clear leadership in your group projects / presentations also adds to participation marks. You lose participation marks for low attendance, consistent lateness, disturbing behaviour etc. In this course, attendance is mandatory. It is strongly recommended that students do not miss classes since class participation and discussions can be an important component of the course grade. However high attendance does not mean a high participation mark.

6 Project / Presentation Your major project for this course requires that you analyse, compare and explain the international marketing strategy for any particular product. Specifically you are required to identify and comment on: The marketing objectives for the product Segmentation strategy The positioning of the product Product policy Pricing policy Distribution Policy Advertising Strategy (including media choice) Other Promotional Tools For all of these you need to make a comparison between the strategies used in the Hong Kong market and those used in other countries, you need to explain why differences in marketing strategies exist in different markets. You can choose either to concentrate on the differences between Hong Kong and one other country or, preferably, you can take a more general approach which compares approaches in a range of markets. Obviously this means that you will need to research the marketing policies for the particular product in another country and while I would not expect that you would be able to get detail on all of the areas above you should be able to make comments on some of the areas highlighting where differences exist. For example I do expect that you will be able to compare advertisements for the product from at least one other country with Hong Kong and comment on the differences therein. I do not expect the impossible, or for you to travel around the world assessing the marketing strategy of the product in all markets. There may be cases where you find it difficult to gather information, for example with regard to distribution policy, however in such cases I would still expect you to make comment on some of the difficulties that the product may face in this regard with respect to international markets. There are a number of sources of information you can use: Overseas magazines: this may be a good place to start, selecting an advertisement for a product that you are familiar with in Hong Kong The Internet: check the company website, check if different versions of the website exist for different countries. Check retail websites in different countries, just as wellcomehk.com exists in Hong Kong, similar supermarket sites exist in other countries. This may aid you in getting important information on things such as pricing, product packaging, positioning etc.

7 Look in stores which sell parallel imports - how does that product differ from that normally available in Hong Kong Try to schedule an interview with the product manager in Hong Kong ask him/her about the extent to which marketing decisions are globalised or locally standardised. Try to schedule an interview with the product account director or account manager of the advertising agency that handles the product in Hong Kong. (See sample introduction letter from me attached) Travel: if you are out of Hong Kong or know a friend / relative travelling out of Hong Kong ask them to buy a product for you noting where they bought it, price etc. Compare the product and packaging etc with that available in Hong Kong. In your e-portfolio let me know of other ideas that you came up with for collecting information on the international marketing of your chosen product. Your presentation should be around 20 minutes long. Overlong presentations will be penalised. Each group member should speak. Please be on time for your presentation and make sure equipment is working well before your presentation begins. You should not read out the whole project report, concentrate on a few areas or examples which the class may find interesting and maybe can discuss. You will not be penalised for not covering all the areas of the report in your presentation, rather you will be rewarded for making an interesting and professional presentation complete with appropriate examples etc. Rather than a traditional written report, you will be required to submit your analysis in the form of an e-portfolio. This e-portfolio allows you to gather together all the information you have found and to provide links to other relevant sites. Using an e-portfolio allows you to structure your analysis in new and exciting ways and allows you to embed information in a variety of formats (audio, video, graphic etc.) into your analysis. While you are building your e-portfolio you will share the work between group members; however prior to the presentations you will need to make your e-portfolios available to all of the other students on the course. A special class providing training on how to develop e-portfolios will be scheduled early in the semester. Please note that an e-portfolio does not mean just copying and pasting links, videos and data from other sites. You still need to do your own analysis and write up the results of this in a manner similar to that of a normal written report. You need to have the usual sections on introduction, methodology, findings, conclusions etc in addition to the bells and whistles of the e-portfolio. E-portfolios will be locked on April 18 th and graded in the normal manner. You may need some assistance or advice with your project. Please don t hesitate to contact me for help if you need it. Obviously I am more impressed with students who seek assistance at an early stage and can show that they have made some efforts of their own before approaching me.

8 Mid-term Test The mid-term test will be based upon multiple choice questions along with one short essay question. All questions will be based upon materials covered in the chapters listed. Final Exam Details of the format of the final examination will be provided at a later stage.

9 Summary Course Schedule Note: Chapters refer to the set text Kotabe and Helsen, Sixth Edition Date Topics Covered Chapter(s) 19/1 21/1 Course Introduction The Globalisation Imperative 1 26/1 Global Cultural Environment and Buying Behaviour 4 28/1 International Buying Behaviour Exercise and Discussion 2/2 Global Marketing Research 6 4/2 Exercise: Breathe-Right Strips 9/2 11/2 Public Holiday Public Holiday 16/2 Global Segmentation and Positioning 7 18/2 Exercise: Advertisement analysis 23/2 25/2 Group Project Preparation and Discussion In-class Case Study 1: Honda in Europe 1/3 Global Product Policy Decisions: New Product Development 10 3/3 In-class exercise Case Study 2: Louis Vuitton in Japan 8/3 10/3 Global Product Policy Decisions: Branding and Services Mid-term test 15/3 Communicating with the World Consumer 12 17/3 Video Exercise: Sagatiba 22/3 Global Pricing 11 24/3 NO CLASS PUBLIC HOLIDAY 29/3 31/3 Exercise: Calculating Price Dispersion Global Logistics and Distribution 14 5/4 Marketing in Emerging Markets 17 7/4 Emerging Markets Case Study 12/4 14/4 Project Presentations Groups 1 and 2 Project Presentations - Groups 3 and 4 19/4 21/4 Global Marketing and the Internet Case study Sustainable Marketing 18 26/4 Course Review and Project Feedback CLASSES END

10 INTERNATIONAL MARKETING MANAGEMENT PRESENTATION FEEDBACK FORM Preparation for presentation (timeliness, preparation of equipment, seating arrangements, readiness to start) (10%) Presentation introduction (Explanation of product, methodology used, main points to be covered in the presentation) (15%) Presentation materials (Evidence of international differences or similarities presented, interest to audience) (20%) Presentation materials (Explanations, actual or supposed, for differences or similarities identified, interest to audience) (20%) Presentation conclusions (Main points covered, summary of extent of globalisation of product, areas not covered, reasons etc) (20%) General Presentation Skills (Appearance, speaking without reading, familiarity with material, questions etc) (15%)

11 January 15, 2016 To Whom It May Concern The five students listed below are students of mine on a course entitled International Marketing Management. As a major part of their assessment they have been asked to study the international marketing strategy of a major consumer goods product. I would most appreciate if you would be kind enough to assist them in their studies. They will wish to find out from your organisation things such as the degree to which products are standardised worldwide, whether a global advertising and promotions programme is used and how distribution and pricing may vary in international markets. Any information you can provide in this regard would be most useful to them. Many thanks in advance for any assistance you can offer to the student group in this regard, Sincerely, Prof. Paul Whitla Assistant Professor Department of Marketing and International Business Student Group: XXX YYY ZZZ AAA BBB