LINGNAN UNIVERSITY DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS MKT3321 International Marketing Management

Transcription

1 LINGNAN UNIVERSITY DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS MKT3321 International Marketing Management General Course Outline for Semester 1 No. of Credits/Term : 3 Mode of Tuition : Sectional Approach Class Contact Hours : 42 hours (3 hours per week) Category in Major Programme: Free Elective Prerequisite : BUS Marketing Management Course Instructor: Prof. Ada H.K. Wong adawong@ln.edu.hk Phone: Office: SEK101/8 Class Time and Location: Tuesday Thursday 13:30 15:00 (LKK 201) 15:30 17:00 (LBY G06) Consultation hours (by appointment): Thur: 11:00 12:30; 14:00 15:00 Fri: 10:30 12:00 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 Aims: The course is designed specifically to integrate the core concepts of marketing management with concepts of international business and cross-cultural management. The course aims to support the assurance of the Business Programme level learning objectives through providing further 1

2 emphasis on the functional aspect of marketing, additionally it aims to fulfill the learning objectives related to international perspectives and understanding of ethical issues. Learning Outcomes On completion of this course, students will be able to: 1. Describe the nature of international marketing and its value for modern business with particular emphasis on the globalization of modern business and external demands for corporate social responsibility and ethical conduct in an international dimension. (LO1) 2. Explain the basic concepts, principles and practices associated with international marketing management. (LO2) 3. Apply knowledge gained in other courses to the understanding of marketing management in an international setting. (LO3) 4. Analyse international marketing situations and make appropriate decisions. (LO4) 5. Present a credible business case in a team setting. (LO5) Indicative Content Global Marketing Environment: Global economic environment, financial environment, global cultural environment and buying behavior, political and legal environment. This part will discuss how local business ethical environment may affect a firm s international marketing practices. Development of Competitive Marketing Strategy: Global marketing research, global segmentation and positioning, global marketing strategies, global market-entry strategies and global sourcing strategy: R&D, manufacturing, and marketing interfaces Global Marketing Strategy Development: global product policy decision I: Developing new products for global markets, global product policy decision II: Marketing products and services, global pricing, communicating with the world consumer, sales management, global logistics and distribution and export and import management Managing Global Operations: Planning, organization, and control of global marketing operations, global marketing and the internet and global internet consumers Teaching Method 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 2

3 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 participation. Measurement of Learning Outcomes 1. Case study report requires team to address social responsibility and ethical issues in a global perspective where appropriate. Final examination assesses comprehension of, and ability to describe international marketing management concepts, theories and principles. Particular emphasis is given to social responsibility and ethics in a global perspective. (LO1, LO2, LO3 and LO4) 2. In addition to 1, 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. (LO1, LO2 and LO4) 3. Teams comprise, where possible, students from more than one specialization with a view to applying a variety of perspectives to a business problem and the case study. Final examination specifically requires students to apply past learning in addressing the case and examination questions. (LO3, LO4 and LO5) 4. The major project requires students to analyse a real life company situation and to propose solutions and recommendations. (LO4 and LO5) 5. Major project presentations require students to present findings orally. The credibility of the presentation plus the ability of the team to answer questions are assessed. The project report is assessed for logicality, flow or argument and feasibility of recommendations within an international marketing domain. (LO4 and LO5) Assessment: (1) Continuous Assessment: 50% Case Study (10%) Participation (5%) Project and Presentation (20%) Mid-term Test (15%) (2) Final Examination: 50% Total: 100% 3

4 Importance of Academic Honesty Students shall be aware of the University regulations about dishonest practice in coursework 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 FIVE 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. 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 encouraged to actively 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. Mid-term Test The mid-term test will cover chapters 1 10 from the textbook. It will contain a number of multiple-choice questions. The test is scheduled in class on 18 th October 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: A. The marketing objectives for the product 4

5 B. Segmentation strategy C. The positioning of the product D. Product policy E. Pricing policy F. Distribution Policy G. Advertising Strategy (including media choice) H. 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. 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 5

6 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 report let me know of other ideas that you came up with for collecting information on the international marketing of your chosen product. Reports should have sections on introduction, methodology, findings, conclusions, etc., and must be double-spaced in 12- point font, with 2.5cm margins on four sides, and should be within 4000 words AND 20 pages (excluding cover page, content page, references, and appendices). The group report s due on 3rd Dec Report hardcopy should be submitted to the Office of Department of Marketing and International Business (SEK 101), while the report soft copy should be uploaded to the Moodle platform by 5pm on the same day. Your presentation should be within 20 minutes long. Overlong presentations will be penalised. Each group member should speak. Formal dress is preferred. 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. 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. Important Notes: (1) Students are expected to spend a total of 6 hours (i.e. 3 hours of class contact and 3 hours of personal study) per week to achieve the course learning outcomes. (2) Students shall be aware of the University regulations about dishonest practice in course work, tests and examinations, and the possible consequences as stipulated in the Regulations Governing University Examinations. In particular, plagiarism, being a kind of dishonest practice, is the presentation of another person s work without proper acknowledgement of the source, including exact phrases, or summarised ideas, or even footnotes/citations, whether protected by copyright or not, as the student s own work. Students are required to strictly follow university regulations governing academic integrity and honesty. (3) Students are required to submit writing assignment(s) using Turnitin. (4) To enhance students understanding of plagiarism, a mini-course Online Tutorial on Plagiarism Awareness is available on Final Exam Details of the format of the final examination will be provided at a later stage. 6

7 The Required Textbook: Kotabe, M. and Helsen, K. (2015), International Marketing, Sixth Edition. Wiley. 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 (2012), International Marketing, 16th edition, Boston, MA: McGraw Hill. Czinkota, Michael and Ikka Ronkainen (2011), International Marketing, South-Western. Ghauri, Pervez and Philip Cateora (2014), International Marketing, 4th edition, McGraw Hill. Johansson, Johny K. (2009), Global Marketing: Foreign Entry, Local Marketing & Global Management, International Edition (5th ed.), McGraw Hill. Keegan, Warren J. and Mark C. Green (2014), Global Marketing, 8th edition, N.J., Pearson/Prentice Hall. Bernd Scmitt (2013), The Changing Face of the Asian Consumer: Insights and Strategies for Asian Markets, McGraw Hill. Terpstra, Vern, James Foley and Ravi Sarathy (2012), International Marketing, 10th Edition, The Naper Press. Usunier, Jean-Claude and Julie Anne Lee (2013), Marketing Across Cultures, 6th edition., London: Prentice Hall. 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 7

8 Summary Course Schedule Note: Chapters refer to Kotabe and Helsen Global Marketing Management, 6 zh Edition Week Tuesday class (13:30 15:00, LKK 201) Sep 4, 6 Course Introduction Ch.1 Globalization Sep 11,13 Ch.4 Cultural Issues and Buying Behavior Thursday Class (15:30 17:00, LBY G06) International Buying Behavior Exercise and Discussion Ch.6 Global Marketing Research Sep 18,20 Ch.6 Global Marketing Research Ch.7 Global Segmentation and Positioning Sep 25,27 No Class The day after Mid- Autumn Festival Ch.7 Global Segmentation and Positioning Oct 2,4 In-class exercise Case Study 1 Ch.10 Global Product and Market Development Oct 9,11 Preparation for Case study 2 In-class exercise Case Study 2: Louis Vuitton in Japan (10%) Submit individual case note Oct 16,18 (TBC - Digital Marketing workshop) Mid-term test (15%) Oct 23,25 Ch.11 Global Pricing Ch.11 Global Pricing Oct 30, Ch.12 Global Communication Strategies Video Exercise: Sabatiba Nov 1 Nov 6,8 Ch.14 Global Logistics and Distribution Ch.17 Marketing in Emerging Markets Nov 13,15 Ch.18 Sustainable Marketing in the Global Marketplace Class discussion: Group project preparation Nov 20,22 Class discussion: Group project No Class Congregation preparation Nov 27,29 Project Presentations Groups 1 & 2 Project Presentations Groups 3 & 4 End of term Dec 3 (Monday) Submit Group Project Report 8

9 Reference Letter Sample: 17 September, 2018 To Whom It May Concern The 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 organization things such as the degree to which products are standardized 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, many thanks for your assistance in this regard, Sincerely, Dr. Ada Hiu Kan WONG Associate Professor of Teaching Department of Marketing and International Business Lingnan University ( adawong@ln.edu.hk) Student Group: XXX YYY ZZZ AAA 9