NYU Stern School of Business

Undergraduate College

MKTG-UB.0064.002 (C55.0064): INT'L MARKETING MGMT

Fall 2011

Instructor Details

Maheswaran, Durairaj

dmaheswa@stern.nyu.edu

TBD

908

 

Course Meetings

TR, 2:00pm to 3:15pm

KMC 4-120


Final Exam:

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

 

Course Description and Learning Goals

DRAFT FROM PRIOR SEMESTER - SUBJECT TO CHANGE

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 problems such as identifying and evaluating opportunities in international markets, developing and adapting marketing tactics in relation to specific national market needs and constraints, and coordinating strategies in global markets. A strategic planning approach will be adopted.

The course is designed to give students an understanding of:

how to develop an integrated strategic marketing plan for entering international markets.

 

Required Course Materials

  1. Gillespie, Kate, Jeannet, Jean-Pierre, and Hennessey, H. David (2008) Global Marketing 3rd Edition N.Y.: Houghton Mifflin.  This is a customized edition and is available in the bookstore in paper copy.  There is also a digital copy from the following web site:  http://www.cengagebrain.com/shop/index.html.    Note:  In Fall 2010, the same text was used , but it was the 2nd edition.  You can use the 2nd Edition, but several of the cases at the end of chapters are different.  You will need to get the appropriate cases from classmates or the reserve copy in the library.
  2. There is a case packet with 8 cases/readings available in the bookstore.  
  3. Additional readings are detailed in the course outline. The URLs, or actual readings, are posted on Blackboard.

 

Assessment Components

INDIVIDUAL ASSIGNEMNTS – 60%

 

Case Write - ups (2). . . . . . . . .

20

Essays  (10 and 15 pts). . . . . .

25

Class Participation . . . . . . . . .

15

GROUP ASSIGNMENT:  International Entry Project – 40%

 

  Evaluating Opportunities . . . .10

International Marketing Plan . . .  20

Presentation . . . . . . . . . . . . . . .  10

 

 

Assignments

Case Write-ups:  submit a four (4) page write up (as outlined in Appendix II) of:

  1. “Global Beer”
  2. Either“Henkel KGa: Detergents”  or “Colgate Max Fresh Global Brand Rollout”

Please submit cases to Turnitin BEFORE class.  Late assignments are not accepted

Essays:  Students can choose among two or three questions to answer.   The essay requires approximately 4 pages and draws on materials from the textbook, readings, class discussions and original research.  The first essay (worth 10 points) is due March 30, 2011 and the second essay (worth 15 points) is due April 13, 2011 by 11:00 am; submit viaTurnitin.

International Marketing Plan:  Students will develop an international market strategy for a product or service of their choice. This has two parts as detailed in Appendix I:

  1. evaluating opportunities worldwide for the chosen product/service and selecting a country to enter  (7 to 8 page paper due March 2, 2011)
  2. drawing up an entry strategy and marketing plan to enter the selected country (Approximately15 to  20 page paper due May 7 at 6:00 pm.  Teams presenting on May 7 may submit papers on May 8 by 6:00 pm) 

Each group will make a 15-minute presentation of their country selection and marketing plan during one of the last three class sessions.

All team members are expected to contribute their fair share.  Team members’ contributions can be discussed via the confidential peer evaluation form.  See Appendix III.

 

Professional Responsibilities For This Course

Class Participation and Attendance:    Attendance, including during projectpresentations, is mandatory.  More than three absences will affect your grade.   Before coming to class, you are expected to read the assigned readings, including the mini-cases, which we will discuss in class.  The quality of your participation in class determines your grade.  Attendance alone does not earn participation points.

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.

 

Grading

At NYU Stern we seek to teach challenging courses that allow students to demonstrate their 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 50% 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.

 

Re-Grading

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.

 

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.

 

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.

 

Course Outline

Please refer to official course syllabus, to be distributed in class.

 

Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your 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.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Appendix I - International Marketing Entry Project

This project is intended to give you “hands on” experience in developing an international market entry strategy for a product of your choice. It is divided into two parts:

  1. Assess Markets and Select a Country to Enter – This involves establishing criteria and evaluating countries worldwide based on secondary data.
  2. Develop a Market Entry Strategy and Marketing Plan- This includes target market selection, product positioning, channels of distribution and communication and promotion strategy.  

First, you will needto select a product. You can select virtually any product.  Here are a few guidelines and suggestions: 

Please email your product selection by March 2, 2011.  Provide a brief description of the product (a few sentences).  

  Part I: Assess Markets and Choose a Country to Enter

There are hundreds of potential quantitative and qualitative factors to consider when choosing a market to enter.  We will use a funnel approach, screening countries in four stages.

Stage

# of Countries

to Screen

# of Countries

for Next Stage

1

15 - 20

7 - 9

2

7 - 9

4 - 6

3

4 - 6

2 - 3

4

2 - 3

1

 

Stage 1 -   Select 3-5 broad economic and demographic indicators. I suggest you have a minimum population size and minimum GNI per capita.  The other criteria will depend on your product. The most reliable data to use are the World Bank data, though you may find the CIA data easier to handle electronically. The minimum cut-off points you use to eliminate countries are purely arbitrary, and depend on whether you want to go into a developed or developing country, e.g. whether you are selling low-cost bicycles, or expensive jewelry.

Stage 2 - Identify 5-8 indicators to screen the macro-environment.  Possible indicators are:  political risk, corruption, financial risk, rate of inflation, urbanization, ease of doing business, cultural considerations, trade restrictions, industry regulations, etc.  Give careful consideration to which indicators are important for your product. 

Establish some criteria for cut-off points (I.e. inflation less than 10%, at least average protection of IP rights) and eliminate those countries.    Evaluate the remaining countries and choose the 3 to 5 most attractive countries.  Depending on your scoring on individual indicators, you may want to use an Analytical Hierarchy Approach to help make your decision. 

Stage 3 - This is the most important stage.  The objective is to assess the product market.  Chose 10-12 indicators to analyze the market such as:  total size of the market in units, total $ sales, rate of growth in volume and dollars, per capita unit and $ volume.  Include a basic indicator, or two, of competitiveness. 

You may also want similar data for complementary or competing products.  For example, if you are focusing on sales of vitamin water, you may want to look at data on soft drink sales, bottled water sales, vitamin sales, and carbonated drinks sales, bottled tea sales etc. You may also want to look at indicators of the target segment, by age, income, etc.

I suggest you rely on the Euromonitor Global Marketing Information Data base in the Virtual Business Library, supplemented by whatever other data bases you know of relevant to your specific product.

At this stage, you do not want to use minimum cut-off points;  instead look at the ranking of the countries across all of your criteria, and work out potential trade- offs, e.g. between market size and growth.  If the choice is not clear, consider determining some hierarchy of requirements such as:  growth potential is more important than current market size or below average per capita consumption is of greatest concern.  

Stage 4 - Now, you need to consider some qualitative factors.  The most important factors are the presence and strength of competition, the development of the marketing infrastructure, including the ability to advertise and promote and the ease of entry into existing distribution channels. The main issue is the ease of establishing operations and competing in a country.

If several countries are equally attractive, consider which country might provide a better jumping off point for further expansion.  For example, Japan might be an attractive market, but where do you go next? South Korea?  Australia, on the other hand, while relatively isolated, might be a good base for expanding in S.E Asia.

Write a report explaining your country selection based on your work at each of the four stages.  Explain, at the start of your paper, the important factors for marketing the product successfully and any specific constraints which impede the marketing effort.  State who you believe will be your target, although that may be modified later.  These factors are the basis for the screening work at each stage.

The report should not exceed 7 pages, single spaced, and may be very well presented in 3 or 4 pages.  Use Exhibits as much as possible.

Report is due by 11:00 am  March 3, 2011 via Turnitin

Part II: Develop an Entry Strategy and Marketing Plan

This section requires 15 - 20 pages, typed double-spaced excluding Appendices.  Page guidelines are just guidelines; use the space needed to provide relevant information and analysis; do not follow the guidelines strictly.  Submit via email. 

I. Executive Summary (1 to 2 pages)

II. Introduction (1 page)

- Describe the product and the company selling this product

III. Situation Analysis (4 to 5 pages)

- Describe the environment you operate in terms of:  the country, the industry, competition and governmental controls.  You should select relevant information from Part I of your project as much as possible.  I will NOT refer to part one of your project when reading your Marketing Plan 

IV  Entry Strategy (2 to 4 pages)

V.  Segmentation, Target Market and Positioning (1 to 3 pages)

- Discuss several segmentation options and explain your basis for choosing your target market and positioning.

VI. Marketing Mix (6 – 8 pages)

 A.  Product  

Provide Sales and share estimates for first 3 years

B.  Pricing Decisions

C.  Distribution Decisions

 D.  Advertising and Promotion Decisions

E.  Develop Pro Forma Income Statement (to the product contribution line)

F.  Monitor and Contingency Plans

 

Information Sources for Team Project

(Most of these sources can be found in the Bobst Virtual Business Library, http://library.nyu.edu/vbl)

 

 

 

PRELIMINARY SCREENING

CRITERIA

World Development Report: www.worldbank.org

 

 

country  indicators

  • The PRS Group, Political Risk Yearbook: www.prs.com

 

  • World Bank, World Development Indicators:  www.worldbank.org

 

  • EIU, Country Reports, Country Profiles, Country Risk Service,
  • http://www.eiu.com/site_info.asp?info_name=corporate_landing_NYU&rf=0

 

  • The Global Competitiveness Report 2008-9, www.weforum.org/documents/GCR0809/index.html

 

  • UNDP, Human Development Report 2007/8,

http://hdr.undp.org/en/media/HDR_20072008_EN_Complete.pdf

 

product market indicators

  • Euromonitor, Global Marketing Information Database

(electronic access only)

Euromonitor Product Market Reports

(for specific products/services)

http://arch.library.nyu.edu/databases/proxy/NYU02141

 

  • EIU Market Reports

EIU City Data (pricing info.)

http://www.eiu.com/site_info.asp?info_name=corporate_landing_NYU

 

-KEY WEBSITES:

Michigan State University

Kansas State University

World Bank

CIA

 

Cultural Insights

 

  • A series of books titled; “Culture Shock:  X Country”.  Some Country books are better than others; this series should not be your only source.

 

 

 

“MARKETING MIX” WEBSITES

 

  • American Marketing Association -  this site has only limited material on global marketing issues
  • American Educational Foundation  www.aef.org-  generally has good case studies of global branding and advertising

 

 

 

Appendix II

GUIDELINES FOR CASE WRITE-UP: PLEASE READ CAREFULLY

 

 

The write-up of the case should be written in management summary form and should not exceed 4 pages double-spaced. You should use bullet heads where helpful.

  1. First, define clearly and concisely  the basic decision problem. This should focus on the action to be taken, e.g. how to enter international markets, developing a long-run strategy for international growth, rather identifying symptoms such as declining sales, increased competition. The problem statement should be summarized in 3-5 sentences.
  2. Next, identify a number of alternative courses of action to deal with the problem identified in #1, i.e. alternative entry modes might include direct exporting, joint ventures, franchising, etc. For each alternative, list the pros and cons using bullet heads. This should be the major part of your write-up. Materials such as tables, quantitative analysis, may be placed in appendices, not in the text. Do not repeat tables and material contained in the case.
  3. Write a brief recommendation, selecting one of your suggested alternatives. Give a rationale for your choice. This should be approximately 6-7 sentences (this is a target and you may require a few more sentences).

Cases should be submitted to Turnitin  before the class session in which they are discussed.  Late cases are not accepted

 

Appendix III

Group Project Peer Evaluation

 

Your Name:  __________________________________

 

On a percentage scale of 0-100, please evaluate your group members on the contribution each person made to his or her share of the project work.  If someone in your group did his or her share of the work, then give that person a score of 100.  If someone contributed only 90% of his or her share, then give that person a score of 90.  Please return this form to me by May 8.

 

If you feel that all your other group members did their share of the work, you do NOT have to turn in this evaluation.

 

Consider the following when evaluating team member contributions:

1.  Willingness of the individual to carry out jobs assigned.

2.  Ability of the individual to meet deadlines.

3.  Cooperation with other team members.

4.  Quality of the individual's work.

5.  Individual's overall contribution to case reports and completion of the group project.

 

Please be honest and fair in your evaluations, in accordance with the Stern Honor Code.  Your ratings will be kept confidential.

 

 

Group Member Names                                                       Contribution Score (0-100)

 

 

 ________________________________________                 ______________

 

 

_________________________________________                ­______________

 

 

_________________________________________                ______________

 

 

_________________________________________                ______________

 

 

_________________________________________                ______________

 

 

For any member that you scored less than 100, please give specific reasons on the reverse side so that I can more fully understand the situation. 

 

 

Your Signature:   ___________________________________

 

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. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Printer Friendly Version