0_IM_HWS2007__Kickoff_01

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Department of Marketing III

International MarketingFall Semester 2007

Kick-Off SessionSeptember 11, 2007

Prof. Dr. Sabine Kuester

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course ObjectivesThe course International Marketing portrays the challenges companies face that are operating in more open and integrated international markets. At the end of the course, you will be able to identify and evaluate opportunities in international markets, adapt marketing programs for specific markets, and develop international marketing strategies including the international branding strategy.

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Student Target for This CourseInternational Marketing is designed for students who: expect to undertake international marketing assignments, work for multinational corporations, and/or help smaller companies expand internationally.

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Elements of Course GradeIn-Class Case Presentation (team grade) Final Examination (individual grade)*) with peer evaluation

40%* 60%

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Course Requirements (I): Class ParticipationPrepare for the lectures by reading selected chapters in: Kotabe, M. & Helsen, K.: Global Marketing Management (3rd or 4th ed.). the mandatory reader ( 19.50 in tokens), which contains the lecture slides, case studies, and a set of required articles. (Tokens are sold by theuniversitys cashier desk Universittskasse in L9, 7, 3rd floor.)

You also need to prepare the cases that you do not present with your team. You may be called upon to discuss the relevant literature or case situation.Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Course Requirements (IIa): In-Class Case PresentationThe best way to develop an appreciation and aptitude for conducting international business is to apply your knowledge of marketing concepts to actual international business situations. Therefore, the analysis of case studies is a central element in this course. In a team with other students, you will present a case analysis in class. Your team will play the role of consultants who prepare a pitch to the class. The pitch will be discussed by the audience.Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Course Requirements (IIb): In-Class Case PresentationCase Studies: Gillette Indonesia P&G Japan: The SK-II Globalization Project MediCult: Pricing a Radical Innovation Innovation and Renovation: The NESPRESSO Story

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Course Requirements (III): Final ExaminationAt the end of the semester, students will also sit a 75 minute closed-book, closed-notes exam. This exam will consist of short-answer, multiplechoice, and analytical questions covering lecture material, readings, and cases. The exam will be jointly written by both tracks. The date is December 11, 2007 (10.15 am-11.30 am).

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Course StructureLecture 1 Lecture 2 Lecture 3 Lecture 4 Lecture 5 Lecture 6 Lecture 7 Lecture 8 Lecture 9 Lecture 10 Lecture 11 Lecture 12 Final Examination September 11, 2007 September 18, 2007 September 25, 2007 October 9 , 2007 October 16, 2007 October 23, 2007 October 30, 2007 November 6, 2007 November 13, 2007 November 20, 2007 November 27, 2007 December 4, 2007 December 11, 2007 Kick-Off Meeting Introduction to International Marketing Global Strategies and Evolution of Strategy Case Analysis: Case 1 Gillette Indonesia Global Product, Brand, and Communication Management Case Analysis: Case 2 P&G Japan: The SK-II Globalization Project Global Pricing Case Analysis: Case 3 MediCult: Pricing a Radical Innovation Global Distribution Global Sales and Customer Relationship Management Case Analysis: Case 4 Innovation and Renovation: The NESPRESSO Story Recap Session and Feedback Case Analysis 75 minutes

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Additional Course Information (I)Detailed information about the course is outlined in the syllabus. Read it carefully. You find all current and updated course information on our website: http://kuester.bwl.unimannheim.de Registration ends at 12 pm on Friday, September 14, 2007. Submit your completed information form by email (kuester.registration@bwl.uni-mannheim.de) or by handing it in at our office at L 9, 1, 4th floor.Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

Additional Course Information (II)

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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Department of Marketing III

http://dotlrn.uni-mannheim.de

For an introduction go on http://dotlrn.uni-mannheim.de/doc/anleitung.htm) Sign in: Marketing III Anmelden Klick on Eigene Startseite Marketing III Veranstaltungen/Untergruppen International Marketing (Zugang beantragen))

Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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