0_im_hws2007__kickoff_01

12
Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved. Department of Marketing III International Marketing Fall Semester 2007 Kick-Off Session September 11, 2007 Prof. Dr. Sabine Kuester

Upload: shantanu-sinha

Post on 24-Sep-2014

96 views

Category:

Documents


1 download

TRANSCRIPT

Page 1: 0_IM_HWS2007__Kickoff_01

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

Department of Marketing III

International Marketing

Fall Semester 2007

Kick-Off SessionSeptember 11, 2007

Prof. Dr. Sabine Kuester

Page 2: 0_IM_HWS2007__Kickoff_01

2Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course Objectives

The 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.

Page 3: 0_IM_HWS2007__Kickoff_01

3Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Student Target for This Course

International Marketing is designed for students who:

expect to undertake international marketing assignments,

work for multinational corporations, and/or

help smaller companies expand internationally.

Page 4: 0_IM_HWS2007__Kickoff_01

4Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Elements of Course Grade

In-Class Case Presentation (team grade) 40%*Final Examination (individual grade) 60%

*) with peer evaluation

Page 5: 0_IM_HWS2007__Kickoff_01

5Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course Requirements (I): Class Participation

Prepare 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 the university‘s cashier desk „Universitätskasse“ 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.

Page 6: 0_IM_HWS2007__Kickoff_01

6Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course Requirements (IIa): In-Class Case Presentation

The 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.

Page 7: 0_IM_HWS2007__Kickoff_01

7Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course Requirements (IIb):In-Class Case Presentation

Case Studies:

Gillette Indonesia

P&G Japan: The SK-II Globalization Project

MediCult: Pricing a Radical Innovation

Innovation and Renovation: The NESPRESSO Story

Page 8: 0_IM_HWS2007__Kickoff_01

8Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course Requirements (III): Final Examination

At the end of the semester, students will also sit a 75 minute closed-book, closed-notes exam.

This exam will consist of short-answer, multiple-choice, 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).

Page 9: 0_IM_HWS2007__Kickoff_01

9Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Course StructureLecture 1 September 11, 2007 Kick-Off Meeting

Lecture 2

Lecture 3

Lecture 4 October 9 , 2007 Case Analysis: Case 1 – Gillette Indonesia

Lecture 9 November 13, 2007 Global Distribution

Lecture 5

Lecture 6

Lecture 7

Lecture 8

Lecture 10

Lecture 11 November 27, 2007 Case Analysis: Case 4 – Innovation and Renovation: The NESPRESSO Story

Lecture 12 December 4, 2007 Recap Session and Feedback Case Analysis

Final Examination

September 18, 2007 Introduction to International Marketing

September 25, 2007 Global Strategies and Evolution of Strategy

October 16, 2007 Global Product, Brand, and Communication Management

October 23, 2007 Case Analysis: Case 2 – P&G Japan: The SK-II Globalization Project

October 30, 2007 Global Pricing

November 6, 2007 Case Analysis: Case 3 – MediCult: Pricing a Radical Innovation

November 20, 2007 Global Sales and Customer Relationship Management

December 11, 2007 75 minutes

Page 10: 0_IM_HWS2007__Kickoff_01

10Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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.uni-mannheim.de

Registration ends at 12 pm on Friday, September 14, 2007.

Submit your completed information form by email ([email protected]) or by handing it in at our office at L 9, 1, 4th floor.

Page 11: 0_IM_HWS2007__Kickoff_01

11Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

Department of Marketing III

Additional Course Information (II)

Page 12: 0_IM_HWS2007__Kickoff_01

12Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.

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)”)