Mktg486 Prof. Wendy Bryce Wilhelm

Winter 2000 327 Parks Hall

TR 10 - 12 PM 650-4816

Humanities 108 Hours: TR 12 - 2 PM

or by appointment

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Email: wendy.bryce@.wwu.edu

Homepage: www.wwu.edu/~bryce

Text Homepage: www.keegan-green.com/

REQUIRED TEXT : Keegan and Green, Global Marketing, 2^nd edition, 2000

PREREQUISITES: Mktg380

The overall objective of this is course is to further your understanding and appreciation of the challenges and opportunities inherent in doing business outside the United States. The course will be taught from two perspectives: (1) descriptive, with an emphasis on developing a knowledge of world geography, regional alliances/conflicts, and the truly amazing cultural diversity out there; and (2) a managerial perspective, with an emphasis on marketing strategy development and implementation. We will also work on developing your ability to orally communicate your knowledge, opinions and beliefs in an articulate manner.

The table below links each learning outcome you can expect from taking this course with its corresponding assessment method. Each method is designed to assess whether a particular learning outcome has been achieved.

Oral Assignment: Discussion Leader. Each of you will be assigned to a group (2-3 students) that will be responsible for leading the discussion of one of the cases assigned throughout the quarter. As discussion leader, you will be responsible for generally stimulating class discussion. More specifically you will be responsible for:

1. developing answers to the case questions and calling on students by name to answer them
2. incorporating material from the assigned chapter into the discussion, i.e., using the case discussion as a vehicle for reviewing and applying the textbook concepts;
3. updating the case through library/internet research;
4. going beyond the case material by bringing in additional information about the industry, country, company or issues that supplement the case information; and
5. developing a multimedia presentation, e.g., video clips, ads, Web site visit, taped interview, secondary data portrayed on an overhead . . the possibilities are endless!

Time Limit: flexible Evaluation: Peer and Professor

Written Assignment: Case Write-up. Each of you, individually, will be responsible for writing up one of the assigned Cases, to be turned in at the beginning of the class in which it is to be discussed (no late write-ups accepted). You must come to class on the day the case you analyze is discussed, and it is expected that you will be an active contributor to the classroom discussion of that case. For this assignment, you are responsible for (1) through (4) above. The Oral and Written Case Presentations MUST NOT be based on the same Case. The case write-up should be typed, double-spaced, and no more than five pages in length, plus Appendices and Bibliography. Points will be taken off for misspellings or grammatical errors.

Time Limit: n/a Evaluation: Professor

Country Profile Presentation (Oral). You will be assigned to groups of 3-4 in order to research a country of your choice. You will then share what you have learned with the rest of the class via a PowerPoint presentation during January. Every group member should have a "part" to present. Sections I and II of the Country Notebook (Appendix 2) outline the content requirements for that presentation. Multimedia presentations are encouraged!

Time Limit: 20 minutes + 10 minutes for questions Evaluation: Peer and Professor

Marketing Plan (Oral). With the same group, you will develop a plan to export a new or existing product into "your" country. You will give a PowerPoint presentation of this plan in class during the last week of classes. Every group member should have a "part" to present. Sections III and IV of the Country Notebook (Appendix 2) outline the content requirements for this second presentation.

Time Limit: 20 minutes + 10 minutes for questions Evaluation: Peer and Professor

Executive Summary (Written). Each group will turn in an 8-page executive summary of their Country Profile and Marketing Plan; 2 pages maximum (not including appendices or references) on each of the four parts listed in Appendix 2. This document should be typed, double-spaced, and include appropriate appendices and references. Points will be taken off for misspellings or grammatical errors. Due Date: Friday, March 10^th @ 4 PM.

Time Limit: n/a Evaluation: Professor

Overall Evaluation of Group Project. You will be given a group grade for each component of the project. However, you will be asked to evaluate each member’s contribution to the project (effort and quality), and these evaluations may result in some adjustment to individual grades. Projects that are not presented or handed in on the due date will be down-graded by one grade point (e.g., A to A-).

International marketing is an exciting and dynamic area, and it is hoped you will find this course stimulating and rewarding. In order to facilitate this, we will maintain an open classroom environment – you are strongly encouraged to participate in discussions and to share interesting examples related to the current topic. It is recommended that you keep up-to-date with relevant publications (Business Week, Wall Street Journal, Advertising Age International, etc.). In addition, the assignments indicated in the attached course schedule will often provide the starting point for class discussion, and it is expected that you will be prepared to discuss the assigned cases, readings, etc. on the dates noted.

In order to encourage you to participate, you willed be called on twice during the quarter. The questions posed will be based on the in-class assignments, the Case questions, or the End-of-Chapter Discussion Questions assigned for that day or week.

GRADING (total possible = 600 points)

Case Assignments

Group Project

Oral (2 @ 100 pts.) . . . . . . . . 200

Written . . . . . . . . . . . . . . . . . . . . 100

Class Participation

Called on (2 @ 25 pts.) . . . . . . . . . 50

Attendance/Preparation/Contribution . . . 50

Jan 3 1. Part 1: Introduction

• Text, Ch. 1 (no Appendix)
• Case 1-1: McDonalds [due 1/6]
• In-Class: Group Assignments/Meetings; Country and Case Selection

Jan 10 2. Global Economic and Trade Environments; Discussion of Environmental Issues

• Text, Chs. 2 and 3
• Case 2-2: European Monetary Union (EMU) [due 1/11]
• Case 3-3: Asia-Pacific Economic Cooperation (APEC) [due 1/13]
• In-Class: Finalize your country decision. Why did you choose this country? Justify your decision with facts about the country (include references to at least three sources). Be prepared to share your decision and justification with the class. [Due in writing on 1/11]
• In-Class: Discussion of recent "Seattle Round" of WTO meetings. What happened in Seattle? What was all the controversy about? What is the WTO anyhow, and what is their "mission"? Be prepared to argue for and against lowering trade barriers among WTO members (who are the member countries?). [due 1/13]

Jan 17 3. Social, Cultural, Political, Legal and Regulatory Environments of Global Marketing

• Text, Chs. 4 and 5

• Case 4-1: Euro Disney [due 1/18]
• Case 5-1: Trademark Infringement in World Markets [due 1/20]
• In-Class: Be ready to share with the class one or two interesting, unique facts about the culture, values, laws, social customs, etc. prevalent in another country of your choice.

Jan 24 4. Global Information Systems and Market Research; Technological Issues

• Text. Ch. 6
• Case 6-1: Research Points Whirlpool Toward Global Markets [due 1/27]
• In-Class: Library Presentation by Donna Packer. Meet in HaggardHall 232 on Tues. 1/25

Jan 31 COUNTRY PROFILE PRESENTATIONS

Feb 7 5. Sourcing and Market Entry Strategies: Exporting, Licensing, Investments