Global Marketing Management

Spring 2021
MKT 425 (SLN 10643)
MW 3:00 – 4:15 (BA 241)

Instructor

Professor: Ajith Kumar

Office: BAC 486
Phone: (480) 965-5544
E-mail: Ajith.Kumar@asu.edu
Office Hours: MW 1:15 – 2:45, and by appointment (Zoom)
Class Zoom Link: https://asu.zoom.us/j/3675477720

Course Objectives

To provide students (who are assumed to be familiar with the content of introductory-level
business courses) a broad understanding of how globalization and differences in country
business environments impact strategic business decision-making, with particular emphasis
on strategic marketing decisions.

W. P. Carey School of Business Learning Goals

The Undergraduate Program of the W. P. Carey School of Business has established the
following learning goals for its graduates:
1. Critical Thinking
2. Communication
3. Discipline-Specific Knowledge
4. Ethical Awareness and Reasoning
5. Global Awareness

Items in bold have significant coverage in this course.

ASU SYNC

Along with face-to-face instruction, this course uses ASU Sync, a technology-enhanced
approach designed to meet the dynamic needs of the class. During ASU Sync classes, students
learn remotely through live class lectures, discussions, study groups and/or tutoring. You can
find out more information about ASU Sync for students here,
https://provost.asu.edu/sync/students and https://www.asu.edu/about/fall-2020. If you cannot
physically be on campus due to travel restrictions or personal health concerns, you will be able to
attend your classes via ASU Sync during the fall semester. If you will not be able to attend live
class sessions at all, you are expected to contact me to make accommodations.
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How will class work? You will attend some class sessions in-person and be remote for other
sessions to ensure we keep the room occupancy below 50%.

Attending Class Face-to-Face: You will be required to wear a face covering at all times while
in the classroom. If you refuse to wear a face covering, you will be asked to leave the classroom
and attend class remotely. If you come to class a second time without a face covering, you will
be withdrawn from the course. If you feel strongly about not wearing a face covering, the
solution is simple—attend class remotely!

Attending Remotely: To access live sessions of this class, please use this link:
https://asu.zoom.us/j/3675477720

Zoom Recordings: Any Zoom recordings made available to students after class are
copyrighted material and are NOT to be shared outside of class for any reason, as sharing these
would constitute a violation of student privacy.

Technology: This class requires a heavy use of laptops, regardless of whether you choose to
attend face-to-face or remotely. If you do not have your own computer, you can check one out
from the library (and use it the entire semester) on a first-come, first-served basis
(https://lib.asu.edu/laptops-and-hotspots).

Course Structure

The course will be organized around a country analysis research project and a competitive,
multi-country marketing simulation. Lectures and class discussions will focus on exploring
in depth a comprehensive country analysis framework that will be applied to the project and
the simulation. We will be using the framework developed by Professor Douglass North (for
which he was awarded the Nobel memorial prize in Economics).

Course Materials

1. Country Manager simulation

2. Required readings from Harvard Business School Publishing (HBSP)
3. PowerPoint handouts
4. Supplemental readings (provided by me)

In order to use the Country Manager simulation legally – which is the only way you can use it in
this class – you will be required to make a direct payment (using a credit card) to the
simulation’s publisher, Interpretive Simulations. A week before we begin the simulation you
will receive an email from the publisher, assigning you a userid and password, which you will
need to use to login and make the payment and register. Failure to register will result in a
significant grade penalty, because I won’t be able to give you any credit for your performance in
the simulation.
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The required readings consists of a core set of articles and notes that you will need to buy
directly from Harvard Business School Publishing (HBSP), and a larger set of supplemental
readings that will be provided by me (at no charge) over the semester. The readings from HBSP
have been bundled into a coursepack so that you can purchase them all together.

Core Readings (To be purchased directly from Harvard Business School Publishing)

Harvard Business School Notes

1. Country Analysis: A Framework to Identify and Evaluate the National Business

Environment (Note # 9-797-092)
2. National Income Accounting (Note # 9-797-075)
3. Foreign Exchange Markets and Transactions (Note # 9-205-016)
4. National Culture and Management (Note # 9-394-177)

Harvard Business Review Articles

1. The CEO of Heinz on Powering Growth in Emerging Markets (Reprint R1110A)

2. Is the Bottom of the Pyramid Really for You? (Reprint R1103J)
3. Cracking the Next Growth Market: Africa (Reprint R1105J)
4. Managing Risk in an Unstable World (Reprint R0506B)

Coursepack link: Will be provided in the “Announcements” folder on Canvas

For each topic we cover in class, there will be an “incomplete” PowerPoint handout. Students are
expected to complete each handout by taking notes in class when the topics are discussed. In
addition, for each topic, I will be providing a set of supplementary readings drawn from various
business news sources.

Grading

1. Country Analysis Research Project – Part I (due 02/17) 15%

2. Country Manager Simulation – Practice Periods (due 03/03) 10%
3. Country Manager Simulation – Competitive Periods 1-3 (due 03/31) 10%*
4. Country Analysis Research Project – Part II (due 04/05) 15%
5. Country Analysis Research Project – Part III (due 04/23) 10%
6. Country Manager Simulation – Competitive Periods 4-7 (due 04/23) 20%*
7. Final Exam 20%
8. Extra Credit 3%
*
The competitive phase of the simulation will be played in teams. This semester, teams will
be formed by the instructor. Individual student scores will be determined by instructor and
peer evaluations of contribution to the team effort.
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The Final Exam will be administered online through Respondus Monitor/Lockdown

Browser. This is required. If you do not have a laptop with a webcam or have access to a
webcam to record your exam, you will need to have your exam proctored at ASU. There
are no exceptions here.

Assignment of final letter grades

Following the recommendations made by the Marketing department, the criteria for
assigning letter grades will be as follows:

97%-100% A+
93%-96.99% A
90%-92.99% A-
87%-89.99% B+
83%-86.99% B
80%-82.99% B-
77%-79.99% C+
70%-76.99% C
60%-69.99% D
Below 60% E

Use/Availability of Y-Grades - This course adheres to ASU’s A-E +/- grading

structure. Y grade options to replace satisfactory grades will only be used in very
rare circumstances after consultation with the instructor. Any requests must be
made in writing and resolved prior to the course’s final assessment. Once a request
is granted, it is irreversible.

Evaluation-related Policies

• All university and college regulations regarding withdrawal and academic honesty will
apply. Additional information on ASU’s academic integrity policies and the W. P. Carey
School’s honor code may be found at http://provost.asu.edu/academicintegrity and at
https://students.wpcarey.asu.edu/resources/professionalism-policy, respectively. Violations
of academic integrity may result in one of the following sanctions:

o A score of zero on the specific exam/quiz/assignment/project OR

o A final grade of E in the course

• No make-ups will be offered on exams or assignments that you miss without a valid reason.
Accommodations will be made for students with religious holidays and for those who miss
class due to university-sanctioned activities.
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• Assignments and projects will not be accepted late except for very compelling reasons;
however, there will be a penalty for late submissions.

• If you miss an exam due to medical or family emergencies, appropriate documentation must
be provided in order to take a substitute exam; in all cases, the substitute exams will be
given only after the date of the exam that you missed.

• There will be no ‘previews’ of graded assignment and projects – the feedback will have to
wait till after the grading.

Classroom Policies

Prohibition against Discrimination, Harassment, and Retaliation: Title IX is a federal law

that provides that no person be excluded on the basis of sex from participation in, be denied
benefits of, or be subjected to discrimination under any education program or activity. Both
Title IX and university policy make clear that sexual violence and harassment based on sex is
prohibited. An individual who believes they have been subjected to sexual violence or harassed
on the basis of sex can seek support, including counseling and academic support, from the
university. If you or someone you know has been harassed on the basis of sex or sexually
assaulted, you can find information and resources at
http://sexualviolenceprevention.asu.edu/faqs. As a mandated reporter, I am obligated to report
any information I become aware of regarding alleged acts of sexual discrimination, including
sexual violence and dating violence. ASU Counseling Services, https://eoss.asu.edu/counseling,
is available if you wish discuss any concerns confidentially and privately.

Threatening Behavior Policy: The University and the W. P. Carey School of Business take
threatening behavior very seriously. Any instance of such behavior will be dealt with in
accordance with the Student Services Manual, SSM 104-02,
https://www.asu.edu/aad/manuals/ssm/ssm104-02.html .

Use of Electronic Devices: About half the classes will be devoted to lectures/discussions of
various conceptual and analytical frameworks related to global marketing issues; the other half
will be devoted to team work (simulation and the country analysis research project). You may
use your laptop in class to take notes; all other electronic devices (such as smartphones) must be
turned off and kept away.

Accommodation for Disability: In order to request accommodation for a disability, you must be
registered with the Disability Resource Center (DRC) and submit appropriate documentation
from the DRC.

Religious Accommodations: Accommodations will be made for students with religious

holidays.
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University-Sanctioned Activities: Accommodations will be made for students who miss class
related to university-sanctioned activities according to ACD 304-02. If you are participating in a
university-sanctioned activity, please me know as early in the course as possible so that
accommodations can be made.

Discrimination Statement: Arizona State University prohibits discrimination on the basis of

race, color, national origin, ancestry, religion, sex, gender, gender identity, gender expression,
sexual orientation, pregnancy, age, genetic information, disability and protected veteran status.
Discrimination includes any form of unequal treatment such as denial of opportunities,
harassment, and violence. Harassment includes any unwanted behavior that negatively affects
your ability to learn. Sex-based violence includes rape, sexual assault, unwanted touching,
stalking, dating/interpersonal violence, and sexual exploitation.

If you experience any form of discrimination, you are encouraged (but not required) to report the
incident to the Office of Student Rights and Responsibilities. To learn more, please visit
https://www.asu.edu/titleIX/.

Tempe Campus Polytechnic Campus

Student Services Bldg, Room 263 Sutton Hall, Suite 240
480-965-6547 480-727-5269

West Campus Downtown Phoenix Campus

University Center Bldg, Room 301 Post Office, Room 243
602-543-8152 602-496-0670

REQUIRED ADDITIONAL SYLLABUS INFORMATION FOR W. P. CAREY

Copyright: Lectures and class time should not be recorded via any type of device without
written permission from the professor first. In addition, lecture slides, lectures, Zoom
recordings, lecture slides, and class notes are all considered copyrighted material. Notes
you have taken during lectures are also considered copyrighted content. Students must refrain
from uploading to any course shell, discussion board, or website used by the course instructor or
other course forum, material that is not the student’s original work, unless the students first
comply with all applicable copyright laws; faculty members reserve the right to delete materials
on the grounds of suspected copyright infringement. Examples of violations would include but is
not limited to: students uploading class notes to Study Blue or similar websites, students selling
class notes, students sharing test and quiz questions, or any other unsanctioned sharing of course
content.
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Tentative Schedule

Date Topic
M 01/11 Introduction to the Course; The Globalization Process
W 01/13 The Globalization Process
M 01/18 Martin Luther King Jr. Holiday
W 01/20 Country Analysis Framework
M 01/25 Country Analysis Framework
W 01/27 Economic Environment Analysis
M 02/01 Economic Environment Analysis
W 02/03 Economic Environment Analysis
M 02/08 Marketing in Emerging Markets
W 02/10 Review
M 02/15 Introduction to Country Manager Simulation
W 02/17 Country Manager Simulation: Analytics and Decision Making
M 02/22 Country Manager Simulation: Analytics and Decision Making
W 02/24 Country Manager Simulation: Decisions for Practice Period 1
M 03/01 Country Manager Simulation: Performance Evaluation
W 03/03 Country Manager Simulation: Decisions for Practice Period 2
M 03/08 Financial Environment Analysis
W 03/10 Financial Environment Analysis
M 03/15 Country Manager Simulation: Latin America Marketing Strategy
W 03/17 Country Manager Simulation: Decisions for Competitive Period 1
M 03/22 Legal and Political Environment Analysis
W 03/24 Country Manager Simulation: Decisions for Competitive Period 2
M 03/29 Review
W 03/31 Country Manager Simulation: Decisions for Competitive Period 3
M 04/05 Social and Cultural Environment Analysis
W 04/07 Social and Cultural Environment Analysis; Review
M 04/12 Country Manager Simulation: Competitive Period 4
W 04/14 Country Manager Simulation: Competitive Period 5
M 04/19 Country Manager Simulation: Decisions for Competitive Period 6
W 04/21 Country Manager Simulation: Decisions for Competitive Period 7
Final Exam (Date/Time TBD)