This course builds on Principles of Marketing, taking an environmental systems approach to doing business outside one’s home market. This requires study of socio-cultural, economic, political, legal, technological, and competitive aspects of markets before proceeding to analysis of opportunities for market segmentation, modes of market entry, and development of a competitive marketing strategy. Market opportunities are assessed for various sizes and types of companies in developed and emerging markets, including countries to be visited on this voyage. Key concerns are marketing ethics, corporate social responsibility, sustainable development, and managing the effects of sudden political change.
Course methods include class discussions based on the textbook and additional materials, team research assignments, reports and presentations, and site visits. You will acquire knowledge about companies, countries, customs, and competition in other markets. You will learn how to develop an international marketing strategy, starting with environmental analyses, company assessment, and competitive analysis. This leads to formulation of a marketing plan that will achieve company mission, vision, performance goals, and objectives for each target market. The course promotes increased tolerance for the values and beliefs of people of other nationalities and cultures, and develops your skills in public speaking, teamwork, and time and task management
Prerequisites: Principles of Marketing (300-level)
Field WorkCountry: Morocco
Morocco is a wonderful example of the diversity of retail formats typically seen in emerging markets where the old and new, and not-so-new, co-exist side by side. This Field Lab will introduce participants to three retail locations in Casablanca: an established department store, an open-air market, and a new architecturally-designed mall which is claimed to be the fifth largest in the world. The goal is to observe and document retail target marketing and practices: this is NOT a shopping trip! The department store concept was introduced into Morocco in the late 1970s with a flagship store in Casablanca, Alpha 55, where fixed prices were first adopted. This replaced traditional haggling which is still the norm inMoroccoas we will see in the open-air market, our second site visit. At the open-air market, we will see an incredible variety of products for sale, including gray market items which may be counterfeit or sold illegally. This market environment, almost a free-for-all, is very different from the formal atmosphere of the department store. Next we will visit a brand-new mall, the Mall of Morocco, which was formally opened in December 2011 amidst great fanfare. The size and high-end positioning of the mall have generated much commentary about whether it is “appropriate” for a country such asMorocco. Participants will have time for a box lunch and independent exploration to observe marketing and organizational aspects of the new mall. After visiting these three sites, the group will return together to the ship for a roundtable table discussion and debriefing. These learning activities are mandatory for all students. Small groups will prepare answers to the following questions which will be addressed through plenary discussion. Your answers will depend upon close observation of each site. (i) Which consumer segments are targeted by each retail format, and which segments actually make purchases in each retail environment? (ii) What are typical price points for merchandise in each location? (iii) What role does product branding play? (iv) How important is brand or merchandise country-of-origin labeling? (v) Describe the atmospherics of each location. Can these be managed more effectively? By whom? After completing this Field Lab, participants will have a clearer understanding of retail marketing environments and brand marketing issues in an emerging market environment. NOTES:
- Dress code for all participants is business casual. Modest clothing for men and women will also avoid attracting unwanted attention at the open-air market.
- Participants should bring notebooks to record observations at each site.
- In the interests of ensuring personal safety and avoiding loss of possessions, participants will not be allowed to carry personal effects (other than a camera) during the visit to the open-market due to heavy risk of pickpockets.
- Participants are recommended to stay together in small groups and are strongly discouraged from trying to make purchases in this informal economy. If you wish to shop for Moroccan crafts, there are much safer and more reputable areas close to the port entrance which offer high-quality goods.