NYU Stern School of Business

Undergraduate College

MKTG-UB.0064.001 (C55.0064): INT'L MARKETING MGMT

Spring 2013

Instructor Details

Fischer, Eileen



Mon. through Thur. 12:30 - 2:00; by appt.

KMC 7-154

DRAFT - Some Readings will be Updated and Dates will Change


Course Meetings

MW, 9:30am to 10:45am

KMC 5-80

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals


The purpose of the course is to examine the specific issues involved in developing an international marketing strategy and in conducting marketing operations on an international as opposed to a “domestic” scale.  Attention will be focused on identifying and evaluating opportunities in international markets, developing and adapting marketing tactics in relation to specific market needs and constraints, and coordinating strategies in global markets.

The course is designed to give students an understanding of:

·         how to assess market opportunities based on both country macro and market related factors

·         strategic options for entering multinational markets

·         a competitive landscape that includes strong local competitors

·         balancing global and local considerations when developing the marketing mix

·         how to develop an integrated strategic marketing plan for a new product that will be introduced in several international markets

·         challenges and opportunities in Emerging Markets

The course assumes that you have a basic understanding of Country factors, mode of entry, basic strategic models and the principles of marketing. 


Course Outline



   Session Topic



Assignments –

Readings on BB


Assignments - 

Course Packet and Market Entry Plan


Course Introduction

Brainstorm Products for Team Project


All written assignments are due prior to class and are submitted via Turnitin




The Evolution of Global Marketing Strategy


Form Groups


Mini-Case: “Indian Food Goes Global”


Mini-Case:  “Acer, Inc.”




Analyzing Opportunities and Selecting Countries



Overview:  Country Factors


Prepare Two of the Three Readings --

“Getting Real About Fakes”  WSJ, 8/17/09

“Russia Further Dilutes Beer Ads to Deter  Drinking “ WSJ 7/14/09

“Is Vietnam the Next China?” and “Elections in Vietnam”;  The Economist, 5/20/11 and 6/9/11



Overview:  Culture Factors


Guest Speaker – Brief Sharing of Experiences





Mini-case 3.2 “Work Versus Leisure”


“In Sweden, Men Can Have it All”, NYTimes, 6/9/10 

“Marketers Beware of Using Animals”,  Dessert News, 9/23/11

“Cultural Awareness: The Intangible Essential for Global Managers”  Africa Business Review 12/14/10





Competitive Environment


Assessing International Marketing Opportunities:  Market Selection

PrepAre Mini- Case 6.3:  ”The New Cola Wars”

Prepare:  “Ruth’s Chris”;  Questions on BB


Challenges of Entering the US Market


Prepare and Submit:  “”Tesco PLC:  Fresh & Easy in the United States”  – 10 Points

Questions on BB


An evolving market - the ‘Bottom of the Pyramid’



“How Mobile Phones are Transforming Indian Agriculture”; The Atlantic, 8/12/10

“Can P&G Make Money …” Fortune, 1/17/11



Developing Entry Strategies and Marketing Plans




Entry Strategies - Beyond the Obvious



“Cows for Kazkhstan”  Fortune, 2/3/11

 “Three Best Ways to Export” WSJ  3/15/10

“How to Avoid Getting Burned in China and India”, Businessweek 3/1/10




“The New Japanese Consumer” McKinsey Quarterly, October, 2010 (Note: Discussion question is a separate document)

Read:  Mini-Case 6-2 “Research Helps Whirlpool Act Local in Emerging Markets”. 

Submit Country Selection

 – 10 Points







Market Segmentation and Positioning



“Advertisers Seek to Speak to Muslim Consumers“, NYTimes 8/11/2011

“Is Your Emerging Market Strategy Local Enough?” McKinsey Quarterly April 2011 (Skim - Background Reading)

These two short articles relate to today’s lecture --

Dove Finds Perfect Match in China’s ‘Ugly Betty’’; Ad Age 5/28/09

“The Pitfalls of Marketing ..” Societypages.org  3/21/11




Market Positioning – Adopting to Local Conditions

Time for Group Work – Approximately 20 minutes


Prepare:  “Polar Challenge”

Questions on BB


Product  - The Global Standardization Debate



“McDonald’s No Match for KFC in China…”  Bloomberg Markets Magazine; 1/26/11

View:  Picture of McDonald’s Ad from India (on Blackboard)

“The Czar of Crepes”, Time  8/18/08

Look at:  “All That and a Bag of Chips”




The Global Standardization Debate

“Cultural Tastes Affect International Food Packaging” Dessert News, 6/17/11 (Background reading)


Prepare:  “Henkel KGaA: Detergents Division”; Questions on Blackboard





International Branding

Guest Speaker:  Paul Kadin, Citibank


“China Tries to Solve Its Brand X Blues” NYTimes 4/12/08  

Follow Up article:   “Chinese Sports-Apparel Moves to Counter Nike, Adidas”;  WSJ 9/29/10 


3/18 to 3/24

Spring Break!!





Group Work – Approx 20 Minutes


“Why a Chinese Multinational Brand Is Still Years Away”   www.Adage.com 8/13/09  (Background Reading)

Trail of Tiers” Fortune, 5/10/10




Distribution Channels

“Chaos Theory: In India, a Retailer Finds Key to Success is Clutter,” WSJ, 8/8/07

 “China's New E-commerce Star” Fortune, 10/14/2011


“To L'Oréal, Brazil's Women Need New Style of Shopping”  WSJ, 1/21/11



Sharing – Your Learning; Class Discussion


Essay Due by 11:00 am; submit via Turnitin

Be prepared to share the conclusions from your essay in class


Brand Communications -  Global Campaigns and TV Advertising

“Global Advertising” by William O’Barr





Brand  Communications – Con’t

“The Infomercial Comes to Life …”  WSJ, 6/10/09

 “Advertising in China: What's New, What's Not “ HuffPost Business; 10/3/2011



Brand Communications and Sales Force Challenges


Prepare:  Mini-Case 14.1 “The South American Sales Dilemma”


“Social Media Usage Across Cultures” CompuKol Connection, 11/11/2011

Read:  “Why You Aren’t Buying Venezuelan Chocolate”, HBR, Dec 2010



Dilemma: The Cost and Risks of Global Initiatives

Group Work – Approx 30 Minutes



Prepare: “The Global Brand Face-Off”; Questions on Blackboard.  This is an excellent case to prepare with a study group.

This case can NOT be submitted as an individual assignment for credit.


Case Study –  Local Firm Defends Against Global Firms:  SADAFCO


Prepare:  SADAFCO;  Questions on BB

Examining the Changing Competitive Environment



Sharing - Real World Challenges

Guest Speaker – Cynthia Round, United Way




Group Work – Meet in Classroom




Sharing Our Learning


4/30, 5/2 and 5/7

Presentation of  Marketing Plans


Slides from all groups must be submitted by 11:00 am on 4/25




Life of an ExPat



“When a Career Path Leads Abroad” NYTimes, 12/4/2010

Read:  “Building a Company Without Borders”;  HBR, April 2010; No preparation questions

Optional Reading:“Beyond Expats: Better Managers for Emerging Markets”  McKinsey Quarterly, May 2011

Submit Written Entry Plansvia Turnitin before 11:00 am





Required Course Materials


1.    There is NO required text.  Copies of three texts are available in the library for reference.

2.    The course involves a simulation.  The cost is $25.00.  Directions for accessing the computer simulation will be provided.

3.    There is a case packet with 10 cases/readings and the packet is available on-line from Harvard Business School Publishing.  Directions for accessing the course packet will be provided.

4.    Additional readings are posted on Blackboard and are detailed in the course outline.


Assessment Components


Individual Assignments – 60%

Case Write Up - TBD


Case Write Up Two




Participation –

   Including building our library



Group Assignment:  Market Entry Project – 40%

Country Selection


Entry Mode and Marketing Plan





Case Write Up: TBD – All students will submit an analysis of  the TBDcase

Case Write Up: Two– Students will submit an analysis of ONE of the following cases:

·         Polar Challenge

·         Henkel KGaA:  Detergents Division

·         SADAFCO


Guidance for case write-ups are posted on Blackboard.  Please submit cases to Turnitin BEFORE class.  Late assignments are not accepted.

Students are expected to be prepared to discuss all case assignments in class. 


Students can choose among three or four questions to answer. The essay draws on materials from the readings, class discussions, and significant research.  Format:  5 to 6 pages, not including appendixes and exhibits, double-spaced.  Please include a bibliography.

The essay is submitted via Turnitin before class.   Late assignments will not be accepted except in cases of documented serious illness or family emergency.   

Class Participation and Attendance

Participation is an important part of this course.  Thus, the first requirement is that you attend class.  Please come prepared to discuss the assigned readings, mini-cases and full cases. 

Also, Students MAY work together on assignments that are not graded.  Preparation of cases is often of a higher quality if you work with a classmate.  Our objective is to have challenging class discussions. 

Our Library– In your reading and research, you are likely to come across articles that would be of interest to some of the class.  For example, an article about using celebrities in TV ads in China could benefit groups introducing a product in China.  I invite you to help build a useful library of articles.   Please submit them via the “Add to Our Library” function on Blackboard.  You will need to complete a simple form so that the article can be classified for easy organization.  Also, the form asks:   “Why Should I Read This?”   In one or two sentences tell your classmates the key idea or piece of information in the article.    

Your contributions to the library contribute to your course participation, but articles are not a substitute for in-class participation. 

Group Assignment – Market Entry Project

Students will work in groups of four, five students as the most.  Your group will develop an entry strategy and marketing plan for a product being introduced into a market other than the US.  A detailed description is provided in Appendix I.


Group Projects

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.



At NYU Stern we seek to teach challenging courses that allow students to demonstrate differential mastery of the subject matter. Assigning grades that reward excellence and reflect differences in performance is important to ensuring the integrity of our curriculum.

In general, students in this elective course can expect a grading distribution where about 35% to 40% of students will receive A’s for excellent work and the remainder will receive B’s for good or very good work. In the event that a student performs only adequately or below, he or she can expect to receive a C or lower.

Note that the actual distribution for this course and your own grade will depend upon how well each of you actually performs in this course.



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Professional Responsibilities For This Course



Classroom Norms

Arrive to class on time and stay to the end of the class period. Chronically arriving late or leaving class early is unprofessional and disruptive to the entire class.  Repeated tardiness will have an impact on your grade.

Turn off all electronic devices prior to the start of class. Laptops, cell phones and other electronic devices are a distraction to everyone.  Your classmates and I can see you texting under the table!

Attendance and Participation

Participation is an important part of this course.  Thus, the first requirement is that you attend the class.   Please come prepared to discuss the assigned readings, mini-cases and full cases.   We are using a large number of cases as a way to study specific challenges faced by firms in different markets.  The preparation for the cases will be focused so that the time requirement will be reasonable. 

You can supplement, not substitute, in-class participation by submitting relevant current articles. There are no points for quantity! Please submit them via email (a copy or a link) with two sentences on why the article is important or interesting. 

Collaboration on UNGraded Assignments
Students MAY work together on assignments that are not graded.  Preparation of cases is often of a higher quality if you work with a classmate.  Our objective is to have challenging class discussions so I encourage you to come well prepared. 


Late assignments will either not be accepted or will incur a grade penalty unless due to documented serious illness or family emergency. Exceptions to this policy for reasons of religious observance or civic obligation will only be made available when the assignment cannot reasonably be completed prior to the due date and you make arrangements for late submission in advance.


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.


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