4Th Term MBA-2017 Prof.
Carlos García Pont
MBA Program
1/2 credit Academic Director Second Year
Prof. Michelle Greenwald
mgreenwa@stern.nyu.edu
GLOBAL MARKETING
Introduction
One of the most common paths to growth for brands is to expand to new geographic
markets. International Marketing involves businesses marketing their product lines outside the
originating market. Some firms are highly successful at managing the transition, while others make
costly or irrevocable mistakes; most often due to inadequate pre-market entry research to understand
local market development, cultures, brand knowledge and perception differences.
Objectives
This course covers the most critical decisions in international marketing and the criteria, knowledge
base and research needed to make sound expansion decisions. There will be a mix of lectures, case
discussions, project work, contact with local companies and student presentations. A framework is
provided that student teams apply to the brand of their choice, expanding into the market of their
choice.
Learning Outcomes
Where to find data sources about market development and potential product receptivity &
which criteria to use for making market entry decisions
Different global organizational options for product development and marketing management
and when the options are appropriate
How to analyze local market customs
When to adapt products and marketing and when to standardize
How to prioritize new product and market opportunities
Competences
Global portfolio priority decisions
Organizing for global marketing
When to go global
Where to go with which brands
How to adapt products and marketing
Information to be analyzed to make these decisions
Content
Specifically we will address the following:
How to determine when a brand is ready to expand internationally
How to decide which markets to enter and in what order
Business model and local partnership structure options
How firms organize marketing responsibilities globally
Research needed to understand local category development, brand awareness, perceptions &
strengths, cultures, and competitor differences
When to market mega-brands globally vs. local brands in regions
How to adapt products to local markets
How to adapt marketing plans to maximize success in each market
Methodology
The course will consist of lectures, 2 case discussions, 3 guest speakers who work in global marketing
for multinationals, and 2 extremely short presentations per person that compare differences between
2 markets of your choice on (select 2):
Cultural differences that can affect brands
Product adaptation differences
Brand marketing adaptations
Evaluation
Evaluations will be based on the following criteria:
Class participation: 50%
Case write-ups: 30%
Mini-presentations: 20%
Case Discussions
Case discussions will reinforce the concepts taught in class and will provide the types of data that
serve as the basis for the most important global marketing decisions. For each case, a one-page
write-up is required to be submitted before the start of that class/before the in-class discussion. The
write-up will be in response to several questions that will be provided in the case-pack. The purpose
of the write-ups is to insure every student reads every case, so the in-class discussions are meaningful
and we can benefit from everyone’s thinking. The cases were selected to cover a range of industries
(Consumer Package Goods, Entertainment & Theme Parks, Automotive, Technology, and Fast Food
Restaurants), and a range of countries (Mexico, China, United States, Germany, Hong Kong, South
Africa, India, Brazil, Australia, France, Russia).
Course Outline & Bibliography
Session 1: Description
Case reading:
Recommended readings: books, articles, etc.
TITLE OF SESSION & MATERIAL
Global marketing pre-work: Which markets to enter, local market
1 competitors, industry development, intermediary and channel differences.
Case discussion: Colgate Max Fresh (Market entry pre-work analysis, product
2 & marketing local market adaptations, fast moving consumer goods)
Understanding local culture differences vis-à-vis product features and
3
marketing communications, and market entry strategies
Guest Speaker Global Marketing (IBM or Pepsi or Grey Advertising)
4
Product development: organizational structures, standardization vs.
5
customization decisions
Case discussion: Yum Brands: (Global product portfolio management,
6 opportunity assessment, product adaptations, Fast Food Industry)
Marketing communication: Global mega-branding vs. local branding,
7 spokespeople and message subtleties
8 Case discussion: Lenovo: (Transforming from a regional player to a global
powerhouse, Tech Industry: Business-to-Business and Business-to-Consumer)
9 Marketing success metrics, country profitability comparisons, and brand
it l ti
Guest Speaker Global Marketing (IBM or Pepsi or Grey Advertising)
10
Professor’s Biography
Prof. Michelle Greenwald
Visiting Professor of Marketing
Adjunct Associate Professor, New York University STERN School of Business.
Graduate of the University of Pennsylvania and the Kellogg Graduate School of
Management at Northwestern.
Michelle Greenwald is a unique blend of practitioner & professor, having worked nearly two decades
in marketing (SVPNew Business Development at Disney, VP & GM New Products at Pepsi, and at Nestle,
J. Walter Thompson, and General Foods). She now teaches at Columbia, Cornell & NYU Stern Business
Schools, and lectures globally about marketing strategy, marketing plans, new products and services
development, and innovation techniques. Her company Inventours™, provides global, innovation
benchmarking programs for Chief Innovation and Marketing Officers, Heads of R&D and Design, and
Creatives. Inventours™ offers access to innovation thought leaders in diverse fields in the world's most
creative cities for insights to improve new product processes and work cultures. Through Marketing
Visualized™, she gives practical, customized, marketing training seminars. Catalyzing Innovation, her
latest book, is a visual, strategic, and inspirational guide to help companies innovate more
methodically, completely, and creatively, with over 700 categorized examples that link to business
building strategies
