|
SOPHIA
UNIVERSITY Faculty of Liberal ArtsInternational
Business/Economics |
SYLLABUS
IBE-463 COMPARATIVE MARKETING
Professor: |
Emmanuel Ch�ron, Ph.D. (エマニュエル・シェロン) |
Schedule: |
Monday and Thursday 15:15-16:45, Room TBA |
Phone: |
03-3238-4057 |
E-mail: |
j-cheron@sophia.ac.jp |
Website: |
http://www.oocities.org/wallstreet/market/4263 |
Course website: |
Moodle: http://nakama.cc.sophia.ac.jp |
Office: |
Yotsuya, Building 10, 5F, Office 533 |
Office hours: |
Mondays and Thursdays 14:00-15:00 or by appointment |
OBJECTIVES
This course will
cover readings and discussions on marketing across culture. The course
emphasizes the role of diversity in world markets and the importance of
local consumer knowledge and marketing practices. A cross-cultural approach
is used which compares national marketing systems and local commercial customs
in various countries. The impact of country differences in macroeconomic and
regulatory environments on marketing activities is examined. Methodological
difficulties pertaining to cross-cultural marketing research are addressed.
Finally, the study of interaction between business people from different
cultures is discussed from an intercultural perspective.
LEARNING OBJECTIVES
At the ennd of the course, a student should be
able to:
1. Undersstand the challenges confronting
marketing across cultures.
2. Know professional and business publications to find examples of
marketing across cultures and be able to develop a critical evaluation of
business articles published on cross-cultural marketing.
3. Be aware of the impact of macroeconomic differences and regulations
on marketing activities among countries.
Students are expected to have completed and passed IBE-315 Marketing and additional courses such as IBE-356 Consumer Behavior, or similar courses.
REQUIRED TEXT
Usunier, Jean-Claude and Julie Anne Lee (2009), Marketing
Across Cultures, 5/E, Pearson, Prentice Hall Europe. ISBN:
978-0-273-71391-3, Format: Paper; 479 pp. Website: www.pearsoned.co.uk/usunier
COURSE ORGANISATION
Subjects covered in the assigned chapters of the
text will be presented and discussed in class. Students are expected to have
read the assigned chapters and be prepared to present and discuss the topic
selected for the class. The international experience and international research
studies of the Professor will be presented as additional examples.
Each studdent will select and present an article
from the business press or a website link from the textbook on cross-cultural
marketing.
Teams of 3 to 5 students will also prepare and
present two case studies proposed in the detailed timetable of the course.
ARTICLE OR WEBSITE LINK PRESENTATION
Each student will be assigned a class meeting to
present an approved article from the business press or a website link from the
textbook. The article must illustrate a recent (within three years) marketing
situation in cross-cultural marketing. The selected article must be clearly
related to one or several chapters of the required textbook. The complete
reference of the proposed article and the indication of the related chapter(s)
of the textbook (pages v-vi) must be submitted to the Professor for approval as
scheduled in the detailed calendar. The date of the article or website link
presentation will be assigned by the Professor. A photocopy of the article must
be submitted to the Professor one week before the scheduled presentation to the
class. A ten to fifteen minute oral presentation using up to fifteen Powerpoint
slides will summarize the article or the website link. The Powerpoint slides
should be e-mailed to the Professor at echeron@hotmail.com to be linked
to the website of the course. Students failing to send their slides will lose
the points allocated to the question about the presentations at the exam. A
written summary (including the title of the article or the website link, with
the complete reference of the article or website URL included at the end) must
be submitted by the student at the time of the presentation in class. Article
or website written summaries will be evaluated on article or website
interest, writing precision, logic, understandability, connections with topics
in the required text, personal comments, spelling and grammar.
CASE PRESENTATIONS
Teams
of up to 5 students will prepare written presentation of two case studies due on
the dates indicated in the detailed timetable of the course. Written answers
are expected to all questions at the end of the case. Complete references of
sources (including Internet dated sources) used to answer questions must be
included at the end of the written case presentation (including the complete
reference to the case or to parts of the textbook used to answer questions).
EVALUATION
Presentation of article or website link: Presentation of cases Midterm exam: Final exam: |
10% (Submission of proposed
article or website link on time, Photocopy of the article submitted on time
and Oral presentation: 5 points; Written summary: 5 points) 20% (10 points each) 30% 40% |
Each studdent will be required to submit an
individual confidential peer-evaluation of the contribution of team members to
the two case studies. Students failing to turn in their peer-evaluation will
lose all the points attributed to team-work on case studies.
GRADING TABLE
A: 90-1000; B: 80-89.99; C: 70-79.99; D:
60-69.99; F: 0-59.99; W: Withdrawal.