Steven Baumgarten

MAR 6158
International Marketing Management
Spring Semester, 2000

Professor:	Dr. Baumgarten
Office:	BSN 2202
Office hours:	Mon.-Thurs., 10 am - 6 pm; Fri., 10 am- 4 pm
Telephone:	(813) 974-4517
e-mail:	sbaumgar@coba.usf.edu

Class Schedule	Lecture Notes (in Acrobat format)
	Chapter 1
	Chapter 3
	Cases (in Acrobat format)
	Shigataganai
	Standard Devices, Inc.
	Peso Heads South

Course Objectives

1. To gain an understanding of the factors which shape the international marketing environment.
2. To develop an appreciation for the impact of cultural differences upon the marketing function.
3. To develop an analytic framework for effective marketing decision-making within an international context.

    

Course Approach

Text, readings and case analysis. Many of the cases (and some of the chapter material) are complex. Considerable time and effort are therefore required.

Course Requirements

1. Text: Johansson, Johny, Global Marketing: Foreign Entry, Local Marketing, and Global Management, 2^nd edition, McGraw-Hill, 2000.
   
2. Required supplementary material: A compilation of cases and readings distributed via e-mail and (occasionally) in printed form.
   
3. Cases: When cases are assigned, it will be your responsibility to be prepared, if called upon, to orally present a detailed analysis to the class, and to participate actively in discussion of the case. Since a significant proportion of your grade will be based upon class participation, failure to contribute to class discussions can have a serious effect upon your grade.
   
4. Issue papers/presentations: Issue papers provide an opportunity to examine a current international issue in detail. Each student will select one issue and prepare a paper on that issue. On the assigned date, presenters will introduce the topic to the class and serve as a resource for the class discussion.
   
5. Project: A group project, involving the development of a marketing plan, will be undertaken. A description is provided in the attached file.
   
6. Attendance: Most class meetings involve considerable discussion. Without discussants, there can be no discussion. Be there!

Grades

The weights given to the various components of the course for grading purposes are:

Class Participation	40%
Group Project/presentation	30%
Issue paper/presentation	30%
	100%

Read International Marketing Project

(In chapter 1) Read pp. 4-5, pp. 18-24

Read chapter 2

Read chapter 3

Read and analyze: The Global Cosmetics Company

Read and analyze: Case 1.1, Ikea's Global Strategy (pp. 79-84)

Read and analyze: Case 1.2, Globalization Headaches at Whirlpool (pp. 84-91)

In chapter 4, read pp. 95-96 & pp. 109-112. Skim the rest of the chapter

Read and analyze: The Superior Product That Failed in Hong Kong

Read chapter 5 and chapter 6. These two chapters are chock full of useful information.

Read and analyze: Case 2.1, Ocean Spray (pp. 179-183)

Read and analyze: Case 2.2, Toys R Us Goes to Japan (pp. 184-188)

Read and analyze: Nelson, Inc.

Issue: The WTO (Jeff Jones)

Issue: Foreign Exchange (Kevin Dowd)

Issue: Getting paid in International Transactions (Bob Terrell)

In chapter 7, read pp. 204-218

In Chapter 8, read pp. 223-230. The remainder of this chapter focuses upon marketing in Europe, Japan, Oceania and North America. You should, at least, skim these sections and read those of greatest interest to you.

Issue: European Monetary Union (John Beaulieu)

Issue: Nafta (Ginny Mueller)

Issue: Govt-Industry Relationships in Japan (Andrew Williams)

Read and analyze: Case 3.2, Levi-Strauss in Japan (pp. 315-324)

Read chapter 9 and chapter 10. They're both very interesting chapters.

Read and analyze: Case 3.3, Colgate-Palmolive: Cleopatra in Quebec? (pp. 325-334)

Issue: Marketing in LDC's (Carlos Castellanos)

Issue: The China Market (Deborah Rohaty)

Issue: Doing Business in Islamic Countries (Dushyant Gulati)

Guest Speaker: Bernard Rupp, Marketing Consultant. Marketing in Kazakstan.

Read chapter 11

Read chapter 12

Issue: Global Branding (Steve Baumgarten)

Issue: The Foreign Corrupt Practices Act (Sharyn Gallagher)

Issue: Foreign Trade Zones (Jamie Jalazo)

Read chapter 13

Read chapter 14

Read and analyze Shigataganai Corporation

Read and analyze The Peso Heads South

Read and analyze Standard Devices

Issue: Dumping (Bob Flannely)

Issue: Parallel Imports - Gray Market (Deborah Faehnel)

Issue: Countertrade (John Campbell)

Read chapter 15

Read chapter 16

Read and analyze

Issue: Green Marketing (Shane Smith)

Issue: Protection of Intellectual Property Rights (Eliz. Eriksen)

Issue: Global Marketing via the Internet (Travis Wells)

Guest Speaker: Susan Croft, Senior Consultant, Hill &Knowlton, Marketing Communications in the New Europe