NYU Stern School of Business

Undergraduate College

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

Spring 2012

Instructor Details

Fischer, Eileen



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

KMC 7-154


Course Meetings

MW, 11:00am to 12:15pm

Tisch T-UC19


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 Simulation


Course Introduction


Video:  Geography Lesson


Note:  All simulation submission are due by 11:59 pm; Case submissions are prior to class via Turnitin



The Evolution of Global Marketing Strategy

Introduce Simulation  Assignment



Simulation:  Review the Introduction (URL to be provided)


Analyzing Opportunities and Selecting Countries


Overview:  Country and Culture Factors

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

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

Simulation:  On-line Quiz Due – 5 points



Assessing International Marketing Opportunities:  Market Selection


Prepare:  “Ruth’s Chris”;

Simulation:Q1 Decisions Due


Market Selection


Prepare and Submit:  “Genicon: A Surgical Strike into Emerging Markets” – 10 Points

Questions on BB


The Nature of Emerging Markets and Marketing to the Bottom of the Pyramid

Focus:  India

Video:  Annapurna salt

"How Mobile Phones are Transforming Indian Agriculture”; The Atlantic. 8/12/10

“ Mobile Firms in Africa Get Spotting Reception”  BusinessWeek 7/15/10


Q2  Decisions Due


Competitive Environment

Entry Strategies - Beyond the Obvious

Video:  “Popcorn Man” and “Body Glove”

ni- Case:  ”The New Cola Wars”

“Ikea [in Russia]” BusinessWeek, 11/14/05

“Welcome (Back) to Russia”   WSJ  6/16/10

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



Challenges of Market Research

Group work on Simulation – Approx 30 Minutes




President’ Day -  No Class; University Closed


Market Segmentation and Positioning

Video: China Rising

Video:  Dove Campaigns

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



Q3  Decisions Due


Market Positioning – Adopting to Local Conditions


Prepare:  “Polar Challenge”

Questions on BB


Product  - The Global Standardization Debate




“Big Mac’s Local Flavor”,Fortune 5/5/08

“The Czar of Crepes”, Time  8/18/08

“Novelty Proves a Hit for Taco Bell” WSJ 3/30/10

Mini-case:  “Cars for Emerging Markets”




The Global Standardization Debate



“Levi’s Marketers Hope One Size Fits All” WSJ, July 2008

“What the Nano Means to India’, Business Week 5/11/09


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  

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

YouTube Videos


Q4  Decisions Due




3/12 to 3/16

Spring Break!!




Group Work – Approx 30 Minutes

Trail of Tiers” Fortune, 5/10/10




Distribution Channels

"In India, a Retailer Finds Key to Success is Clutter,” WSJ, 8/8/07

Prepare:  “Unilever in India”; Case Preparation Questions on BB


Simulation:  Brief Summary of Test Market results due


Global Marketing Communications – Advertising and PR


Read:  “JWT China:  Advertising for the New Chinese Consumer”


Global Marketing Communications – Con’t

Brands Across Borders” at: http://www.aef.com/on_campus/classroom/speaker_pres/data/6001  Be sure to watch the commercials imbedded in the article.

“Global Advertising” A speech delivered from Ogilvy & Mather


Q5  Decisions Due



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

“Adidas Campaign Invokes Chinese Nationalism” WSJ   7/3/08

“Sportswear with Designs on China” WSJ  Aug 2008

Read:  “Why You Aren’t You Buying Venezuelan Chocolate”


Dilemma: The Cost and Risks of Global Initiatives


Group Work – Approx 30 Minutes


Prepare: “The Global Brand Face-Off”

Questions on Blackboard


Q6  Decisions Due

Examining the Changing Competitive Environment


Case Study – Global vs. Global Competitors

Video:  Tesco in the US


Prepare:  Tesco PLC:  Fresh & Easy in the US

Questions on Blackboard



Sharing - Real World Challenges

Guest Speaker – Cynthia Round, United Way



Essay Due by start of class; submit via Turnitin



Case Study –  Local Firm Defends Against Global Firms


Prepare:  SADAFCO: Questions on BB


Q7  Decisions Due

Sharing Our Learning


Sharing – Your Learning; Class Discussion


Be prepared to share the POV from your essay


Q8  Decisions Due


Group Work – Meet in Classroom


Be prepared to translate simulation results into a final presentation



4/30, and


Presentation of  Simulation Results





Life of an ExPat

Video:  “Global HRM” (WWH)


Read:  “Building a Company Without Borders”



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 – 65%

Case Write Up - One


Case Write Up - Two




Quiz for Simulation




Group Assignment:  Simulation Project – 35%

Test Market Results


Final Results




Case Write Up One– All students will submit an analysis of XXX case.  Guidance for case write-ups will be provided.

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

·         Polar Challenge

·         Unilever in India

·         Tesco PLC

·         SADAFCO

A preparation guide for each case is posted on Blackboard. Please submit cases to Turnitin BEFORE class. Late assignments are not accepted.

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


Students can choose among two or three questions to answer. The essay requires approximately 4 to 6 pages and draws on materials from the readings, class discussions, and significant research.  The essay is submitted via Turnitin before class. 

Quiz for Simulation

This is an on-line quiz at the beginning of the simulation work. 

Marketing Simulation:

Working in groups of four, you will participate in an Advanced Strategic Marketing simulation.  Your company is introducing a new line of microcomputers into twelve international markets.  Market research data will aid your decisions in selecting markets and product positioning.  A complete marketing plan including pricing, sales force requirements and advertising will be tested, modified and rolled out.   Programs will need to be modified depending on different Country environments and culture. 

Grades will be based both on performance vs. other teams, improvement after test market and the short reports that explain your decisions.   More information will be provided in class.

All groups are required to meet with me at least once after the Test Market phase of the simulation.  

All team members are expected to contribute their fair share.  At the end of the semester, you can submit the confidential peer evaluation form (Appendix II).  Submission is optional.  


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

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.

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.  I can see you texting under the table!


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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