NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5504 Global Marketing
Lecturer: Lillian L. Cheng
Office: BIZ 2, 02-12
Email:
Session: Semester II, AY2013/2014
Course Website:
Course Objectives
Global marketing as an art and a science is an area of increasing importance to corporations, non-profit organizations, institutions and governments the world over. To succeed as a global executive, one must develop a global perspective with a clear global mindset. The essence of marketing is communications. Effective marketing requires having empathy for one’s target audience, or stakeholders from company employees to customers to partners to investors. Global marketing, therefore, requires developing an understanding not only of the various regions and markets in the world but also, an awareness and understanding of the distinctive characteristics of consumers and corporate buyers in different markets. Because of the many components in marketing, doing it on a global scale involves having to work with different levels of economic, educational, infrastructural, legal, political and cultural development. Global marketing adds exponential complexity to the task of marketing.
This course will explore the global marketing environment, study the global consumer and corporate buyer, and examine the various components of marketing, from product development to pricing before evaluating the present and future challenges in marketing.
This course will be delivered through a combination of readings, class discussions, case analyses, video presentations, guest speakers, and a final marketing project where you will work in a team to devise a marketing plan to launch a product to a foreign, regional market.
This course is designed for graduate students to learn more about marketing in a global context. A global mindset has the capacity to
§ Appreciate the major geopolitical and cultural trends affecting global marketing;
§ Identify opportunities in the changing times
§ Understand the importance of consumer behavioral differences in different markets.
§ Comprehend the role of marketing research in global marketing and be able to identify appropriate research approaches for solving different information needs in global marketing;
§ Identify advantages, and disadvantages of various entry modes when designing market entry strategies for global firms;
§ Appreciate the standardization versus differentiation issue in the design of marketing mix for global markets;
§ Follow up on topical issues plaguing global marketers, diagnose these problems, and be creative in suggesting possible solutions to these problems.
Course Focus
This course will have as a focus the Asian market and the Asian consumer and buyer. We will explore global marketing issues with particular emphasis on Asian companies marketing to Asian markets, Asian companies marketing to global markets outside of Asia, and western companies marketing to Asian markets. In addition to case analyses, discussion of cultural as well as geopolitical differences, and ongoing examination of current trends, each team will complete a marketing plan of going-to-market in Asia, either for an Asian product or service or a western product or service. This is a course designed to help us develop the global mindset and a global perspective in marketing. Active participation and exchange of course participants are essential.
Course Format
This class emphasizes learning by doing. Each of the class sessions will include the following:
1. Presentation and discussion of the subject matter
While presentations of the particular subject matters will be made, we will have interactive discussions through these presentations instead of taking the lecture format.
2. Case discussion or class problem sets
With the exception of the first and last sessions of the course where introduction and concluding comments of the global marketing will be made, each class session will comprise of either a case for analysis, a role-playing game or a problem set to work on in class.
3. Guest speaker
Where appropriate, we will have guest speakers to speak on the specific topic. These speakers are prominent business leaders in various areas of expertise.
Assessment Methods
Individual component:
Tests 20%
Class Participation 20%
Case Analyses (Five individual case analyses) 20%
Team component:
Team Project 40%
· Team Presentation 15%
· Marketing Plan 25%
Tests
Tests are designed to help keep you on track with readings and course progress. These tests will include materials in your assigned readings as well as class discussions. You may choose to drop the scores of one-third of the tests.
Class Participation
The quality of the learning environment of an interactive, case-driven course is highly dependent on class participation. It is your responsibility to prepare yourself to participate in class discussions by going through the assigned readings and raising questions relating to the course subject matter of the day. While active participation is encouraged, occupying “air time” without the offering of substantial contribution to the discussion is discouraged.
Case Analyses
You are required to prepare for all assigned cases for class discussion. You will choose five of these cases to prepare a case analysis of less than 5 pages. These case write ups should be double-spaced with12-pt Times Roman font. You may submit analyses of all seven cases and choose scores of the top five case analyses. A suggested format for these case analyses is provided on the course website.
Team Project
This project is designed for you to gain practical experience in creating a marketing plan to launch a product/service in a foreign market. The goal of this project is to provide you with the opportunity to work in a team. You will be given the opportunity to evaluate the contribution of each team member at the conclusion of this project. This evaluation mimics the 360 review in the work world. You are to choose one of the following product/service:
· An industrial product
· A consumer white goods product
· A luxury product
· A consumer electronics product
· A hospitality service
· An educational service
You are to launch this product or service as
· An Asian producer entering another Asian market
· A western producer entering an Asian market
· An Asian producer entering a western market
A drawing process will be held in class so that each team will be working on a unique project and there will be no overlap.
Team Presentation
Each team will present the marketing plan “creatively” to the class during the last session of the course. Each team may also decide to what audience they present. That is, the class may be asked to be the executive management team, for example.
Marketing Plan
As a team, you will prepare a marketing plan. A detailed description of what is expected in this marketing plan is provided on the course website. There are check points throughout the semester where each team is expected to submit substantive progress in the marketing plan. The goal of these check points is to ensure that no project is off track. These submissions will be evaluated and the comments are made in the spirit of providing additional guidance. They will not be graded but failure to submit progress will be penalized.
Readings and Course Schedule
The following table shows the course schedule. Please note the topic to be covered in each session and come to class having read the assigned chapter/s and case for discussion. The assignment due dates are also noted. More detailed information on each session including questions to guide your readings, case questions and details on assignment deliverables will be posted on the course website.
Required Materials
Text Book:
Czinkota, Michael and Ilkka Ronkainen (2013). International Marketing, 10th Edition, Mason, OH: South-Western, Cengage Learning. ISBN-13: 978-1-133-62751-7. Digital version.
HBSP Cases:
§ HTC Corporation: A Smartphone Pioneer from Taiwan. HBSP: W11227-PDF-ENG
§ P&G Japan: The SK-II Globalization Project. HBSP: 303003-PDF-ENG
§ Shanghai Tang: The First Global Chinese Luxury Brand? HBSP: HKU650-PDF-ENG
§ Banyan Tree: Sustainability of a Brand during Rapid Global Expansion.
HBSP: HKU774-PDF-ENG
§ Henley’s Distribution Channels for Domestic Appliances in China’s Transitional Economy. HBSP: HKU245-PDF-ENG
§ Decathlon China: Using Social Media to Penetrate the Internet Market.
HBSP: 11503-PDF-ENG
§ Asian Agri and the Future of Palm Oil. HBSP: 511015-PDF-ENG
Course Schedule
Week / Date / Topic / Readings/Cases / Assignment1 / Jan 18 / Course Introduction / Team Assignments
2 / Jan 25 / Why Global Marketing / Text: Chapters 1 & 2
3 / Feb 1 / The Global Market / Text: Chapters 4 & 5 / Team Project Proposal Due
4 / Feb 8 / The Global Consumer / Text: Chapters 3, 6 & 8
In class exercise
5 / Feb 15 / Global Marketing Strategy / Text: Chapters 7 & 9
Case: HTC Corporation: A Smartphone Pioneer From Taiwan
6 / Feb 22 / Global Marketing Organization / Text: Chapter 10
Case: P&G Japan: The SK-II Globalization Project / Team Project Outline Due
Recess Week
7 / Mar 8 / Global Products and Brands / Text: Chapter 11 & 13
Case: Shanghai Tang: The First Global Chinese Luxury Brand?
8 / Mar 15 / Global Marketing of
Services / Text: Chapter 12
Case: Banyan Tree: Sustainability of a Brand during
Rapid Global Expansion / Team Project Company Description Due
9 / Mar 22 / Global Pricing / Text: Chapter 14
Class exercise
10 / Mar 29 / Global Distribution / Text: Chapter 15
Case: Henley’s Distribution Channels for Domestic Appliance in China’s Transitioning Economy
11 / Apr 5 / Social Networks and Communication / Text: Chapter 16
Case: Decathlon China: Using Social Media to Penetrate the Internet Market / Team Project Marketing Plan Outline Due
12 / Apr 12 / Leadership, Corporate Social Responsibility / Text: Chapter 17
Case: Asian Agri and the Future of Palm Oil
13 / Apr 19 / Building Global Customer Experience / Text: Chapter 18 / Final Team Presentations