Fisher College Of Busines, The Ohio State University

DRAFT DRAFT DRAFT Fisher College of Business, The Ohio State University BUS M&L 757: International Marketing Spring 2010 Course Syllabus (See Carmen for updates)

Instructor: Melissa Fisher Classroom: TBD Office: 250 Fisher Hall Office Hours: By Appointment Email: [email protected] Telephone: n/a URL: Carmen.osu.edu

Required Text Text: International Business, by Cateora, Gilly, Graham, 14th edition Cases: Course packet

Supplementary Course Material All other course materials such as class slides and instructions will either be made available on CARMEN or given out in the class.

Course Objectives

International Marketing focuses on developing the skills and understanding necessary to run a successful business with international considerations and make key decisions, esp. global decisions, which drive success. This course will prepare you to work as a key team member of an interdisciplinary or marketing team within a larger organization. You will develop skills that will allow you to evaluate the business, make recommendations, and execute upon those plans to drive the business.

As a result of this class, you will be better prepared to: 1. Understand the issues and challenges that international marketers face 2. Understand and use many of the terms and business models commonly employed today 3. Understand how to create well-defined action plans and execute to achieve business goals

Class Format

We will use lectures and the case format to study concepts and companies across a variety of industries and their very real-life problems, actions taken, and outcomes. With the case format, we will focus on a particular situation and an in-depth discussion of that case. There will usually be a lecture on the course topic and some universal learnings and takeaways.

Students are responsible for the readings assigned in both books. Reading the cases prior to class will be essential to productive discussion and to your learning. Reading the textbook chapters should be done prior to the relevant class as listed on the syllabus. Refer to discussion questions and online notes prior to class. NOT all testable material will be covered in class or in online notes; similarly, not all testable material will be found in books or online slides. The combination of book material and in-class discussions/lectures will develop your thinking.

The main benefit of this class is not found in specific lessons learned but in developing a strategic, internationally-sensitive perspective to solving problems and making business/marketing decisions. Lectures will focus on main topics from the book and a typical class session will involve lecture, case study discussions, and/or group activities.

If you have other commitments that make attendance difficult or impossible, you should consider taking this course during a different quarter. This is an evening class and there may be conflicts. You chose to take an evening class and, if you choose to miss class, that is also your choice. I do not excuse students except for valid medical emergencies, period. Please do not miss tests or presentations; you will not like the alternative. Fisher BUS M&L 757: Marketing Management, Page 1 Spring 2010 ATTENDANCE

Class attendance and active, quality participation in discussions is critical to your learning. Therefore, please attend all classes and offer reasoned, thoughtful input that incorporates materials from the texts and our lectures/discussions versus your personal opinions and random thoughts off the top of your head. Though those thoughts are valuable to you, business strategy must be based on critical thinking, reasoning, and analysis of facts. You will have the opportunity to develop these skills and demonstrate them in our class discussions; therefore, you must attend class.

COURSE EVALUATION – more to follow

Your grades will be evaluated as follows: 1. Tests – 2 or 3 2. Project/Written assignment(s) – TBD – more info. to come

NOTE: Failure to attend ALL presentations will result in a points deduction from your project grade. (There may be opportunities for extra credit at a few points each) TOTAL 100%

Re-grading requests will be accepted in writing within 1 week of receipt of the grade. Grades may or may not be rounded at the end of the quarter. NOTE: Not all testable material will be covered in class; some will be from the required reading. Similarly, not all testable material is found in readings or online slides.

Grading Scale The grading scale, and point conversion that will be utilized for the final grade is as follows: Grade GPA Grade GPA A = 94-100 % 4.0 C+ = 77-79 % 2.3 A- = 90-93 % 3.7 C = 73-76 % 2.0 B+ = 87-89 % 3.3 C- = 70-72 % 1.7 B = 83-86 % 3.0 D+ = 67-69 % 1.3 B- = 80-82 % 2.7 D = 63-66 % 1.0 E = below 62

1. Tests: Dates for tests are given in the syllabus (subject to change). Questions will come from the cases, lectures, speakers (if any), and textbook topics. You are permitted to use ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in tests.

During tests, questions will be discouraged, unless a typo or some other mistake in the test makes a clarification necessary. During tests, only pen, pencil, eraser, calculator, and your one-page notes are allowed to be left on the table. All other materials and cell phones must be put away and cell phones silenced.

2. Project/Written assignment(s) – TBD – more info. to come

FIRST BONUS OPPORTUNITY: You can earn one bonus point when you will turn in bio-sheet (see end of this document) with your picture by ______.

Fisher BUS M&L 757: Marketing Management, Page 2 Spring 2010 Important Notes

 All relevant dates and assigned reading due dates are included in the Course Outline. Please make note of these dates and plan your quarter accordingly. If you are unable to attend a class, please notify me by email unless it is an emergency. With a valid medical excuse for illness, missed tests will be dealt with on an individual basis. There may be a points penalty for taking a test late; therefore, avoid this. Do not miss project presentations.  You are encouraged to ask questions by email and/or set up an appointment. Questions will be answered by return email, during a one-on-one meeting, or during the next class session. At any time, you are encouraged to set up an appointment for one-on-one assistance.  Please let me know if you have a disability and need accommodations to make the learning environment more effective. Also, let me know if you are a client of Student Disability Services and need accommodations.  You are responsible for everything that takes place in class, including changes to assignments or schedules, whether you are present or not. If you must miss class, please arrange with a classmate to share notes.  Please come to class on time. Late arrivals may cause a deduction of points from your final grade. Turn off your cell phones and pagers before you come to class. Do not take calls in class. Do not use your PDA while class is being conducted. Taking notes on a laptop is acceptable; doing other work or searching the internet during class is not. These actions cause the class to become distracted and diminish the learning environment.  Any changes to the syllabus will be posted online and/or discussed in class. You are responsible for following the most recent syllabus. In addition, info. regarding the group project will be online and additional group exercises may be noted in the online slides.

Have fun! This course lets you formulate strategy without risking your own money or your job!

Fisher BUS M&L 757: Marketing Management, Page 3 Spring 2010 ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)

Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”

The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.

If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.

If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.

Other sources of information on academic misconduct (integrity) to which you can refer include:

 The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)  Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten- suggestions.html)  Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)

Fisher BUS M&L 757: Marketing Management, Page 4 Spring 2010 BUS M&L 757 Course Outline* Spring 2010 (check Carmen for updates)

No. Topic Textbook Dates Assignments (See Carmen for Case Study Questions) Chapter Syllabus review and overview of class 1 3/29 1 Introduction to International Marketing and Trade 2 History, Geography, and Culture 3/31 3 Bio Sheet Due 2 TBD/Mattel Hot Wheels example Cultural Dynamics 4/5 4 3 TBD/Lincoln Electric Culture, Management, Business Systems 5 4/7 4 TBD/Nestle The Political Environment 4/12 5 TBD/Airbus 6 Test 1 (inc. cases) 1-6 6 4/14 Project Discussion and Team Selection TEST 1 Test will cover Chapts. 1-6 and cases Global Vision and Marketing Research 7 4/19 8 TBD/Disney Emerging Markets 4/21 9 8 TBD/Gillette Global Marketing Management: Planning/Organization 4/26 11 9 Mattel organization structure example Product and Services for Consumers Email project 4/28 12 10 TBD/IKEA info. to me

11 5/3 Test 2 (inc. cases) 8, 9, 11, 12 TEST 2 Product and Services for Businesses 5/5 13 12 TBD/ Lenovo International Marketing Channels 5/10 14 13 TBD/Avon and Barbie, Mattel example Integrated Marketing Communications Ask me project 5/12 16 14 TBD questions Personal Selling, Sales Management 5/17 17 15 TBD Pricing for International Markets 5/19 18 16 TBD Test 3 (inc. cases and speaker) 17 5/24 or Project/Written assignment TBD 13-14, 16-18 TEST 3*

Project/Written assignment TBD 18 5/26

19 5/31 NO CLASS MEMORIAL DAY Project/Written assignment TBD 20 6/2 Test 3 (inc. cases and speaker) or 21 FINAL Project/Written assignment TBD 13-14, 16-18 TEST 3*

*Note: Subject to change. Please check the information on CARMEN for updates to syllabus, lecture slides, announcements, or files.

Fisher BUS M&L 757: Marketing Management, Page 5 Spring 2010 Due: ______BIO SHEET: Bonus Opportunity BUS M&L 757

Name: ______

(e-mail):______

(phone). ( ) - .

Major:

Why did you pick this major?

Year in School:

Courses taken (in the areas of marketing):

Marketing:

Others that you enjoyed or disliked and why:

What are your comments on Marketing courses?

Work experience in marketing, if any:

What are your career goals?

One interesting fact about yourself:

Please attach your photo in the upper right and corner of this sheet.

Fisher BUS M&L 757: Marketing Management, Page 6 Spring 2010