In today’s global economy, marketing is no longer only domestic or even international; rather, global marketing is a key success factor for multinational firms. Students examine the historical definition of “global marketing” and its objectives and challenges in addition to today’s main emerging markets and differences with our domestic market. The course chronologically follows each step of the global marketing approach, including the analysis of foreign market’s environment and context, analysis of the different entry modes in the targeted foreign market, creation of the global marketing strategy, marketing plan and communication plan, and other aspects of a global strategy (global organization of logistics, supply chain and human resource, global controlling).
Prerequisites:
Basic knowledge of Marketing Management. “Principles of Marketing” is a perfect way to review the basics of marketing (available at IES library). Please note this is an introductory course. Not recommended for marketing majors.
Attendance policy:
Since IES courses are designed to take advantage of the unique contribution of the instructor and the lecture/discussion format is regarded as the primary mode of instruction, regular class attendance is mandatory. Each student may have no more than one absence in each course for whatever reasons. Your final grade in the course will be reduced by one fraction of a grade (i.e. A becomes A -) after that.
Learning outcomes:
At the end of this course, you should be able to answer these questions:
What options do we have in order to develop our product abroad?
Should we and can we go abroad anyway?
Is there a true difference between domestic, international and global marketing?
What are the differences between our market and the foreign market where we want to sell our product?
Given these differences, should we have to adapt or standardize our marketing methods and our product’s characteristics?
Method of presentation:
Lecture, in-class debates, case studies and an oral presentation for the Product Introduction Project
Required work and form of assessment:
Participation (20%); group product introduction project* (45%); midterm exam (35%).
*Group Product Introduction Project (25% final paper + 20% presentation): The goal of this project is to understand how to enter a foreign market and how to work efficiently in team. Each 2-students-group stands for a marketing team within a specific American multinational firm. Your group is responsible for the launch of an American product in France (you will choose which firm and which product).
You will create and implement a global marketing strategy for this product in France. You will write a report to describe what strategy the firm should follow in entering France with a particular product. You will then make a business communication in front of the class.
To do this teamwork, you can divide the work according to the different skills of each member of the group. You will follow these steps:
Select a well known consumer product within a multinational U.S. firm and make some research about domestic market and its domestic marketing strategy (marketing mix and product mix). The product you have chosen must not be sold in France. Brainstorm together and gatherinformation on these subjects.
Make a foreign market analysis. This includes population and culture description, full analysis of direct competitors, economic and political climate, particular barriers to enter or exit this market, incentives to enter the market, etc.: everything that is useful to know if you want to successfully enter this market. You can use either a SWOT or a Porter model. If you are not sure that your firm have a true opportunity to enter French country, change from product.
Create the global marketing strategy: what objectives, what target, what marketing mix, what product mix. Once again, don’t hesitate to assign each member to a particular part of themarketing strategy given your personal strengths. You should justify each of your decisions based on market and/or target customer descriptions: why do we choose for this particular market this pricing strategy and this channel of distribution?
The complete report, excluding any charts, tables, references, etc., should be about 12-13 double- spaced, typed pages. Use 1” margins, and 12 point Times Roman font. You must reference any sources you cite in your paper. Include any charts, graphs, etc. in an appendix at the end of your report. Please limit exhibits, tables, charts, etc. to those that are essential to your discussion, and be sure to reference them in the paper itself.
Sources for Project Information: You may obtain information for the project from the books of the IES library, other libraries you have registered in, the Internet or even through an interview of a member of your chosen firm. If you choose to make an interview, draw an interview guideline and send it to me before per email.
content:
The course is divided into four parts and chronologically follows each step of a global marketing approach:
- Analysis of foreign market’s environment and context
- Analysis of the different entry modes in the targeted foreign market
- Creation of the global marketing strategy: decision whether to adapt or standardize marketing mix and product mix. Creation of the marketing plan and communication plan.
- Implementation of the strategy and adjustments. Description of the other aspects of a global strategy: global organization of logistics, supply chain and human resource, global controlling, etc.
Readings in Hollensen's book are written in bold, other required readings are from Kotler (Principles of
Marketing) and Czinkota (International Marketing).
PART I Going global
TOPIC:
-Introduction
-Definition of global marketing
READINGS:
Hollensen: p 3-40
Kotler : p1-44
ASSIGNMENTS:
Czinkota : p3-27 Creation of Product
Project Groups
FIELD STUDY
Visit of a french supermarket:
differences in global offer, merchandising, product ranges, selling technics, clientele
ASSIGNMENTS:
Before the field study:
- Prepare a list of differences you experienced between American and French supermarkets
-Submit your questionnaire to 2 persons in the supermarket
-After the visit, finalize your list and give it to the teacher
PART II Market analysis
TOPIC:
-Global marketing research
-How to create a product survey?
In today’s global economy, marketing is no longer only domestic or even international; rather, global marketing is a key success factor for multinational firms. Students examine the historical definition of “global marketing” and its objectives and challenges in addition to today’s main emerging markets and differences with our domestic market. The course chronologically follows each step of the global marketing approach, including the analysis of foreign market’s environment and context, analysis of the different entry modes in the targeted foreign market, creation of the global marketing strategy, marketing plan and communication plan, and other aspects of a global strategy (global organization of logistics, supply chain and human resource, global controlling).
Basic knowledge of Marketing Management. “Principles of Marketing” is a perfect way to review the basics of marketing (available at IES library). Please note this is an introductory course. Not recommended for marketing majors.
Since IES courses are designed to take advantage of the unique contribution of the instructor and the lecture/discussion format is regarded as the primary mode of instruction, regular class attendance is mandatory. Each student may have no more than one absence in each course for whatever reasons. Your final grade in the course will be reduced by one fraction of a grade (i.e. A becomes A -) after that.
At the end of this course, you should be able to answer these questions:
Lecture, in-class debates, case studies and an oral presentation for the Product Introduction Project
Participation (20%); group product introduction project* (45%); midterm exam (35%).
*Group Product Introduction Project (25% final paper + 20% presentation): The goal of this project is to understand how to enter a foreign market and how to work efficiently in team. Each 2-students-group stands for a marketing team within a specific American multinational firm. Your group is responsible for the launch of an American product in France (you will choose which firm and which product).
You will create and implement a global marketing strategy for this product in France. You will write a report to describe what strategy the firm should follow in entering France with a particular product. You will then make a business communication in front of the class.
To do this teamwork, you can divide the work according to the different skills of each member of the group. You will follow these steps:
The complete report, excluding any charts, tables, references, etc., should be about 12-13 double- spaced, typed pages. Use 1” margins, and 12 point Times Roman font. You must reference any sources you cite in your paper. Include any charts, graphs, etc. in an appendix at the end of your report. Please limit exhibits, tables, charts, etc. to those that are essential to your discussion, and be sure to reference them in the paper itself.
Sources for Project Information: You may obtain information for the project from the books of the IES library, other libraries you have registered in, the Internet or even through an interview of a member of your chosen firm. If you choose to make an interview, draw an interview guideline and send it to me before per email.
The course is divided into four parts and chronologically follows each step of a global marketing approach:
- Analysis of foreign market’s environment and context
- Analysis of the different entry modes in the targeted foreign market
- Creation of the global marketing strategy: decision whether to adapt or standardize marketing mix and product mix. Creation of the marketing plan and communication plan.
- Implementation of the strategy and adjustments. Description of the other aspects of a global strategy: global organization of logistics, supply chain and human resource, global controlling, etc.
Readings in Hollensen's book are written in bold, other required readings are from Kotler (Principles of
Marketing) and Czinkota (International Marketing).
PART I Going global
TOPIC:
-Introduction
-Definition of global marketing
READINGS:
Hollensen: p 3-40
Kotler : p1-44
ASSIGNMENTS:
Czinkota : p3-27 Creation of Product
Project Groups
FIELD STUDY
Visit of a french supermarket:
differences in global offer, merchandising, product ranges, selling technics, clientele
ASSIGNMENTS:
Before the field study:
- Prepare a list of differences you experienced between American and French supermarkets
-Submit your questionnaire to 2 persons in the supermarket
-After the visit, finalize your list and give it to the teacher
PART II Market analysis
TOPIC:
-Global marketing research
-How to create a product survey?
READINGS:
Hollensen p151-184
Kotler : p335-386
Czinkota : p243-279
ASSIGNMENTS:
-Prepare a questionnaire for your product project
-During the session, submit your questionnaire to your classmates
TOPIC:
-Internationalization process
-Case study
READINGS:
Hollensen p41-59
Kotler : p209-249
Hollensen p60-95
Czinkota : p187-212
ASSIGNMENTS:
-Brief presentation of projects
-Read case study
“Vermont Teddy Bear” and answer all questions
FIELD STUDY
Museum of Advertising Playmobil: marketing and advertising aspects
TOPIC:
-International competitiveness
-Case study
READINGS:
Hollensen p96-148
Kotler : p491-534
ASSIGNMENTS:
- Deadline for the final questionnaire
-Read case study “Manchester United” p125, answer questions p127
TOPIC:
-Analysis of political and economic environment
-Documentary
READINGS:
Hollensen p185-215
Kotler : p83-123
Czinkota : p83-155
ASSIGNMENTS:
Delegates
Election/Midterm
Evaluations
TOPIC:
-Analysis of sociocultural environment
-What is my cultural influence? Hofstede's test
READINGS:
Hollensen p216-242
Czinkota : p51-82
TOPIC:
-Market selection / entry modes introduction
-Case study
READINGS:
Hollensen p243-288
ASSIGNMENTS:
Read case study “Skagen” p284, answer questions p286 & 287
PART III Entry modes
TOPIC:
-Entry modes # 1
READINGS:
Hollensen p291-309
Czinkota : p281-305
Winter break
TOPIC:
Entry mode # 2 & 3
READINGS:
Hollensen p310-328, p329-355, p356-371
TOPIC:
International sourcing
READINGS:
Hollensen p372-413
MIDTERM EXAM
PART IV Global marketing strategy
TOPIC:
International product strategy (PART 1)
READINGS:
Kotler : p535-657
Czinkota : p325-351, p473-500
TOPIC:
-International product strategy (PART 2)
-Workshop on product design
READINGS:
Hollensen p415-473
ASSIGNMENTS:
-During the workshop, design your project's product
TOPIC:
International pricing & distribution strategy
READINGS:
Hollensen p474-540
Kotler : p659-714, p853-903
Czinkota : p353-384, p413-448, p523-574
FIELD STUDY
Museum of Advertising Advertising for Great Causes
TOPIC:
-International communication & promotion strategy (PART 1)
READINGS:
Kotler : p715-757
Czinkota : p385-411, p575-606
TOPIC:
-International communication & promotion strategy (PART 2)
-Workshop on ad creation
READINGS:
Hollensen p541-611
ASSIGNMENTS:
-During the workshop, create your own ad (related to your project).
WORKSHOP
-Workshop on report writing and project presentation
-Bring the detailed plan of your report, presentation drafts
-Prepare questions
ASSIGNMENTS:
-Bring the detailed plan of your report, presentation drafts
-Prepare questions
PART V Implementation of the strategy
TOPIC:
-International selling strategy
-Selling practice
READINGS:
Hollensen p613-641
ASSIGNMENTS:
-Prepare an interview guideline including arguments in order to sell your product to one of your classmates
SPRING BREAK
TOPIC:
International organization and control strategy
READINGS:
Hollensen p642-699
Czinkota : p213-242
Group presentations
Project presentation
Debate
Deadine for final report subhmission
Exams
Hollensen, Svend. Global Marketing (4th ed.). Prentice Hall: 2007.
Kotler, Philip & Gary Armstrong. Principles of Marketing: International Edition (10th ed.) Prentice Hall: 2004.
Czinkota, Michael R. & Illka A. Ronkainen. International Marketing (7th ed.). South-Western College Pub: 2003.
Bradley, Frank. International Marketing Strategy (4th ed). Prentice Hall: 2004.
Cateora, Philip & John L. Graham. International Marketing (12th ed). Irwin Professional Pub: 2004. Keegan, Warren. Global Marketing Management (7th ed). Prentice Hall: 2001.
Kotabe, Masaaki & Kristiaan Helsen. Global Marketing Management (3rd ed). Wiley: 2003.
Masaaki Kotabe, Kristiaan Helsen, Global Marketing Management (3rd ed). Wiley: 2003.
Usunier J-C., Lee J.A., Marketing Across Cultures (4th ed). Prentice Hall.
Warren J. Keegan, Global Marketing Management (7th ed). Prentice Hall: 2001.