MMSS16

24H / September-October 2021

DEVELOPING MARKETING MANAGEMENT

IN THE GLOBAL MARKETPLACE
[Adapted to distance learning due to Covid19 global sanitary crisis]

Prof. Dr. Nathalie PRIME, prime@escp.eu (Paris Campus).

I- LEARNING OBJECTIVES

This course is designed for students who will either work in highly internationalized environments
(multinational organizations) or take international development responsibilities. It deals with
International Marketing Decisions (thereafter called “IMDs”) from the point of view of their analysis
and their execution in a diversity of business environments, both external (country and product
markets) and internal (international organizations). In this respect, this course will include several
company cases in order to develop students’ managerial skills and to mirror the contents taught
directly within specific contexts.

The objectives of the course are:

- to examine the impacts of the international environment (external macro-environments, internal
organizational environment) on International Marketing Decisions,
- to discuss comparative consumer behavior across cultures considering the polycultural identities
paradigm, especially when comparing mature and emerging markets in their differences and
similarities
- to appraise the issues related to International Marketing Decisions coordination (adaptation-
standardization) within the organization managing large country markets’ portfolio
- to value intercultural soft skills to develop sound international marketing practice and strategies in
multicultural organizations
- to integrate sustainability transition challenges to be met by international organizations in the
context of the Sustainable Development Goals (United Nations 2015, Agenda 2030)

II- LEARNING OUTCOMES

At the end of the course, students should be able to:

Knowledge and understandings:

 Identify the impacts of the internal (degree of internationalization) and external
environments (local, regional, global) on IMDs
 Explain contemporary consumer cultures in various need / product categories considering
consumer acculturation in globalization
 Relate to major trends of sustainability and digitization in International business

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Skills:
 Apply the core concepts and tools to analyzing case studies
 Demonstrate understanding of the organizational side of IMDs resulting from adaptation –
standardization tensions

Values and attitudes:

 Develop intercultural sensitivity to country markets’ requirements and expectations
(company, consumers, competition, and context) and to strong supporting corporate culture
 Be sensitive to the fast pace dynamics of change in international markets and organizations
 React better to any ethical, political, social or economic issue that arises in the international
operations of companies

III- CONTENT: WHAT YOU MUST DO

We apply the flipped classroom pedagogy that typically involves INDIVIDUAL HOMEWORK BEFORE
EACH SESSION in terms of acquisition of core contents and preparation for a variety of in-class
assignments (SEE details below). Therefore:

Before each Session, students individually acquire core contents related to the topic of the
session, using Handouts of slides [named Preparation_students] and Videos/ MOOC, case
studies. These are posted on your platform in advance by CFVG.

During a typical session, students will go through a variety of different learning experiences,
all of which requiring the students’ engagement with something to DO [= In-Class Activties].
There will be no formal “lecture” in class (since it is prepared by students before), but rather
some discussions about core topics.

After each session, student will, on their own, engage in a consolidation phase of all learning
through reviewing the full set of slides, containing both the preparation slides and the
activities slides. They will also read an article addressing a specifically relevant and important
aspect of the topic of the session.

Finally, students will apply the concepts and tools of the session to their group project.

Time slots are indicated in French time.

Session 1: “International Marketing Decisions in the Global Environment” (HCMC: Sun. Sept. 26,
9h-12h / HN: Sat. Sept. 18, 9h-12h)

Before session:
- READ The Syllabus with attention (15 minutes)
- WATCH MOOC_IMD_U1
- WATCH “The story of stuff”
https://www.storyofstuff.org/movies/story-of-stuff/
During session:
Introduction of the course

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 Lecture and discussion: A framework for International Marketing
Decisions (IMDs) – core decisions in time, opportunities and risks
Break
Lecture and exercises: The international “global” environment and the
FOUR globalizations
Break
International marketing and ethics

Session 2: “Understanding international consumers in globalization” (HCMC: Mon. Sept. 27, 13h30-
16h30 / HN: Sun. Sept. 19, 9h-12h)

Before session:
- REVIEW Session 2 set of slides (named “PREPARATION_STUDENT”)
- READ Plenary discussion Case 1- “IKEA in Japan, the return”
During session:
Lecture and discussion: How local culture impacts on consumer behavior
Break
Lecture and discussion: Cultural and consumer behavior changes over
time with the four globalizations

Break
Plenary discussion Case 1- “IKEA in Japan, the return”
Exercise: Best Summary!

Session 3: “International Product and Branding Decisions” (HCMC: Tuesd. Sept. 28, 13h30-16h30 /
HN: Mon. Sept. 20, 13h30-16h30)

Before session:
- REVIEW Session 3 set of slides (named “PREPARATION_STUDENT”)
- WATCH MOOC_IMD_U2
- READ Exercise 1-“Sony Targets Laptop Consumers in China: Segment Global or
Local?”
During session:
Lecture and discussion: conceptual and functional equivalences, the
product attributes model and the progressive decision of
standardization/adaptation across physical, symbolic and service
attributes
Break
Lecture and discussion: Country of Origin effects exercises, international
branding decisions, esp. crossing linguistic borders
Break
Exercise 1-“Sony Targets Laptop Consumers in China: Segment Global or
Local?”
Exercise: Best Summary!

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Session 4: “International Communication Decisions” (HCMC: Wed. Sept. 29, 13h30-16h30 / HN:
Tuesd. Sept. 21, 13h30-16h30)

Before session:
- REVIEW Session 4 set of slides (named “PREPARATION_STUDENT”)
- WATCH MOOC_IMD_U3
- READ Exercise 2-Burger King and Dolce&Gabbana ads offending Asian
consumers
During session:
Lecture and discussion: Culture and marketing communications with a
focus on advertisement international transfer and tools
Break
Exercise 2-Burger King and Dolce&Gabbana ads offending Asian
consumers
Break
Lecture and discussion: Digital communication across country markets
Exercise: Best Summary!

Session 5: “International Distribution Decisions” (HCMC: Thursd. Sept. 30, 13h30-16h30 / HN: Wed.
Sept. 22, 13h30-16h30)

Before session:
- REVIEW Session 5 set of slides (named “PREPARATION_STUDENT”)
- WATCH MOOC_IMD_U4
- READ Exercise 3- POWERIX, negotiating an international licensing agreement
During session:
Lecture and discussion: The diversity of local distribution systems and
their specific and shared dynamics of change
Break
Lecture and discussion: IMD for Internationalizing B2C distribution
Break
Exercise 3- POWERIX, negotiating an international licensing agreement
Exercise: Best Summary!

Session 6: “International Pricing Decisions” (HCMC: Fri. Oct. 1, 13h30-16h30 / HN: Thursd. Sept. 23,
13h30-16h30)

Before session:
- REVIEW Session 6 set of slides (named “PREPARATION_STUDENT”)
- WATCH MOOC_IMD_U5
- READ Plenary Case discussion 2-“Zara: Managing the Local-Global dilemma”
During session:
Lecture and discussion: Local pricing determinants and global pricing
coordination – Gray markets

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 Break
Plenary Case discussion 2-“Zara: Managing the Local-Global dilemma”
Exercise: Best Summary!
Coaching: projects presentation

Session 7: IMDs in Bottom of Pyramid markets (HCMC: Sat. Oct. 2, 9h-12h / HN: Fri. Sept. 24,
13h30-16h30)

Before session:
- REVIEW Session 7 set of slides (named “PREPARATION_STUDENT”)
- WATCH TED Talks: Hans Rosling “Ikea boxes”
- READ Synthesis case: 7/11 in Taiwan
During session:
Why should companies take care of poverty ?
Break
IMDs for the BOP
Break
Synthesis case: 7/11 in Taiwan

Session 8: Students perform: IMDs project oral presentation (HCMC: Sun. Oct. 3, 9h-12h / HN: Sat.
Sept. 25, 9h-12h)

Groups present in 20 minutes their IMD project + Q&A

Conclusion - Exercise: Best summary! (30 min)

IV. ASSESSMENT AND TEACHING METHODS

Continuous assessment (Group Project oral presentation): 50%

Individual final exam: 50%

Individual Bonus: Students can choose to submit an “Individual Reflective Note” on one’s own
consumption style with regards to environmental and social sustainability perspectives [see Exhibit
for full description]. The bonus will be of 0.5 points min and 2 points max to the exam grade.

1. Delivery modes:

☐100% face to ☐100% face to face / ☐ ☒100% online /

face teaching materials on Blackboard Blended teaching materials on
Canvas

Since the course is delivered online, remember:

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- Not to call in to the session or join the session from café’s, airports, or other noisy places
- To put your video on to humanize your presence and facilitate interactions with the others

2. Teaching Methods:

The course is originally based on the framework Activity Based Content Design (“ABCD”) developed
by Thiaggi’s pedagogy1. It is adapted to online teaching due to Covid19 global sanitary crisis and it
relies on the following methods:

☒Lectures ☒Case ☐Business ☒Group ☒Projects ☐Tutorials

studies Games Work

Therefore, the IMD course is designed to be highly interactive. We utilize a large variety of
pedagogical material to support learning and engage students. Students will also have a chance to
interact with each other through decision making exercises, mini-cases discussions, group case
presentations and open discussions with Mystery Guests.

Students will access ALL LEARNING MATERIALS requiring preparation that will be posted on
CANVAS on due time (SEE Detailed instructions below)

Plenary discussion Session 2 Plenary discussion Case1- IKEA in Japan, the return
case studies
Session 6 Plenary discussion Case 2- Zara, managing the global-local dilemma
Session 7 Synthesis case: 7/11 in Taiwan
In-class Exercises Session 3 Exercise 1-Sony Targets Laptop Consumers in China: Segment
Global or Local?
Session 4 Exercise 2-Burger King and Dolce&Gabbana ads offending Asian
consumers
Session 5 Exercise 3-POWERIX, negotiating an international licensing
agreement
Handouts of lectures Session 1-6 Handouts per session (preparation version reviewed before
and MOOCs session, and “Complete” post session version); MOOC videos (5)
Readings Session 1-6 A selection of specific topics related to IMDs

3. Knowledge acquisition:

 Individual preparations before each session with handouts, MOOC videos, case studies and
exercises posted on Blackboard
 Lectures and discussions, small cases studies discussed in plenary and in class exercises based
on real-world examples to illustrate the contents
 Group Case studies orally presented on specific companies / decision-making / product
category / country markets

1
See http://www.thiagi.com/

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  Readings: complementary articles are supplied that cover a) soft skills for international
managers working in a multicultural environment; b) IMDs and sustainability for
organizations growing across borders [PLUS EVENTUALLY Individual Reflective Note]

4. Detailed instructions: the Group case oral presentation

“XXXX in Vietnam” / “XXXX in a foreign country”

Organization:

Due on: Session 8.

Delivery: 15 minutes in-class presentation including 2 minutes’ video
Format: A set of 15-20 slides in ppt format

(1) Name your file: “MMSS16_IMD2021_GroupNumber”

(2) Send the ppt version of your presentation to: prime@escp.eu, by Wetransfer.com

WARNING: any mismatch on the above instruction will mean that the assignment has NOT
been submitted.

Objectives:

We want to understand multiple perspectives of consumption across country markets, and how
companies respond to these potentially diverse consumption needs in their international marketing
offerings given their own organizational profile. In the final session, students will present their group
project to the class. You should not exclusively focus on the history and characteristics of the
product, but also pay great attention to the international comparison in terms of level of
consumption, motivations, situations, dynamics of change in globalization, etc. On the company
level, you should restrict your analysis to a set of selected countries (a minimum of two!). You will
systematically apply the concepts and tools presented during the course. You will present your
conclusions orally to the whole class, considering that you play the role of the Marketing Director
and that the audience represents the Board of Directors of the company chosen.

Three levels of analysis are to be included:

- a specific international organization that offers such products / services, OR that wants to
engage in an international expansion
- the generic need and the product / service categories that address the generic need;
- and finally, the IMDs of the company in at least 2 foreign countries

Some examples for generic needs: Personal hygiene, Rest / sleep, Play, Dress, Movement /
exercise, Joy / entertainment, Going on holidays, Communicating, Loving, Mourning, Education,
Beauty, Caring, Curing, Shelter / housing …

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 Some examples of product categories: jewels, fast food, furniture, wedding dress, flowers,
condoms, underwear, cosmetics, tea, beer, bread, toilets, Lingerie, yogurt, wine, sleeping
devices, swim wear, dating apps…

You will illustrate your presentation with strong visuals and creative materials, including a 2-minutes
video of your own design (the best!) or an existing one that supports your thinking about specific
topics.

In total, your analysis should address the following items in that order:

Part 1: The company profile

- Look for any relevant information describing the company’s marketing strategy on the
Vietnamese / foreign market? What are the major strengths and weaknesses of the
company in Vietnam? (you can search for information on the Internet, you can try to visit
one of branches, to make executives’ interviews…)

- On the basis of the information gathered about the business sector of the company in
Vietnam, what are the major opportunities and threats for a company like XXXX ?

- Do a complete SWOT analysis of the company’s position on the Vietnamese market.

What is your diagnosis about the position of the company in its environment?

Part 2: Consumer behavior across cultures

- Preliminary introduction of key facts and figures about the category / product markets
under scrutiny (definition(s), sizes, evolutions, key actors, key trends)

- Conceptual equivalence: basic concepts used in defining needs and their hierarchy, usage
patterns or products themselves, even seemingly similar, may vary across markets: what
is the meaning of concepts (e.g. beauty, convenience, housing, etc.?), what is the
meaning of products (e.g. what is “coffee”, what is a “car”, what is “water”, etc.?). You
will dig into what is culture-specific versus what is culturally universal in the consumption
of such products internationally?

- Functional equivalence: function(s) of similar products may vary across markets: what is
the function of products? How are they used? What are the benefits sought (functional,
emotional, economic, etc.) that help making sense in the context of consumption?

- Buying process across cultures: who buys/consumes? What? Where? When? How? Why
(not)? How much?

Part 3: The company International Marketing Decisions

- International marketing implications for the specific company of your choice: decisions
related to product policy, branding, advertising, pricing, or distribution for the product in
a cross-cultural perspective will be addressed.

- Hereby, not only describe the various decision in terms of standardization and
adaptation, but also critically comment on these decisions, and offer alternatives, if you

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 think they are justified, especially with regards to sustainability challenges (see the SDGs,
Sustainability Development Goals, UN).

- You will justify your recommendations by using the concepts and tools presented in the
course.

- Finally, you also should emphasize how the IMDs fit with the organizational structure and
corporate culture of the company (e.g., the impact of entry modes on IMDs).

5. Detailed instructions: The Individual reflective note on “Marketing for Sustainability

Transition” for a BONUS!

Objectives:

We want to grow self-awareness of our own individual impact on environmental and social
sustainability transition resulting from our life style and esp. our consumption. This learning is seen
as a condition to unlearn and then imagine a more sustainability-oriented consumption style.

This assignment is individual and will provide students both with general and personal concrete
insights on sustainability issues in marketing related to offering and demand.

This assignment is framed within the context of a research project conducted at ESCP Business
School about Marketing Transition to Sustainability. Students will be asked after their IRN to
participate to a survey about the reflective pedagogy to support personal sustainability transition.

Organization:

Due on: Monday October 4 (Hanoi), and Monday October 11 (HCMC)

Format: 4 pages MAXIMUM (+ 1 page including images, references and video links) – WORD
format
Name your Message title AND your file: “MMSS15_IMD2021_FirstName_FamilyName”
Send your file: Linh (Hanoi) and Tram (HCMC)

Instructions:

(1) Think of an international product you recently bought for yourself in one of the 4 categories:
textile/fashion, food and beverages, cosmetics, or electronics. Specify it clearly, esp. if
branded

(2) Answer the following set of questions:

- Do you know how it was made?
- Do you know where the materials originated and which, if any, were toxic?
- Do you know what waste was created?
- What will become of it when you are through with it?
- If you don’t know answers to the previous questions: please find out. Provide precise and
exhaustive references for your information (references, videos, websites, blogs…)

(3) What if…?

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 - How might the product be made more sustainable?
- Would that add to its value for you?
- Whom else would it benefit?

(4) More generally speaking, do you know your environmental and social footprints associated
to your life and especially consumption style? Compute your various footprints [using the
calculators proposed]:
- carbon footprint : [https://www.carbonfootprint.com/calculator.aspx]
- slavery footprint: [https://slaveryfootprint.org/]
- water footprint: [https://www.watercalculator.org/]
- Ecological footprint: [https://www.footprintcalculator.org/home/en]
- Earth overshoot day: [https://www.footprintcalculator.org/home/en]

Please find out and comment.

(5) Provide the full list of references, videos, images, websites you relied on.

Grading: The following scoring grid will be used to evaluate the IRN.

STUDENT NAME:
Category: _________________________________________Product/Brand:
_________________________________

Half Absolutely
ITEMS SCORING CRITERIA False
true true
The facts are clear, precise and analysed
sufficiently in-depth (well researched, structured 0 1 2
and logically articulated)
Item 1 The facts don’t seek to "drown the fish", or "make
(Described up” reality. There is no abusive generalization or 0 1 2
Facts) trivialization
8 point The facts are supported by reliable sources of
0 1 2
information
The student has computed the details of the
0 1 2
footprints of his/her life style
There are thoughts learnt from the research at the
0 1 2
company / brand level
There are thoughts learnt from the comparison of
Item 2 the company with others (more or less virtuous, 0 1 2
(Interpreted averages of industries)
facts) There are thoughts learnt from the research at the
0 1 2
8 points individual level
There are thoughts learnt from the comparison of
the individual related findings with others 0 1 2
(national, regional, global averages)
Item 3 Significant feelings are identified, whether positive
0 1 2
(Emotions and or negative

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 feelings) The student makes an effort to analyze the origin
8 points of his/her feelings (what are the facts at the origin 0 1 2
of these feelings)
The student makes an effort to analyze the effects
0 1 2
of his/her feelings on his/her beliefs or actions
The student reflects about gaps between his/her
feelings before and after the reflective note 0 1 2
(cognitive dissonance)
There are concrete and specific life style personal
0 1 2
resolutions resulting from the results found
There are concrete ideas for the company / brand
to improve corporates’ contribution to 0 1 2
Item 4 (Future
sustainability transition
actions)
There are concrete ideas for mature markets
8 points
consumers of the product category to improve 0 1 2
their contribution to sustainability transition
There are concrete ideas for emerging markets
consumers of the product category to improve 0 1 2
their contribution to sustainability transition
The reflective note is clearly grounded on personal
0 1 2
experience
The reflective note is well written (clear style and
Item 5 (overall 0 1 2
structure)
presentation)
The reflective note is supported by well presented
8 point 0 1 2
references
The reflective note shows genuine interest and
0 1 2
desire to engage in a reflexive journey

V. REFERENCE BOOKS

These are available in the library.

A selection of articles is provided to consolidate learning AFTER the sessions.

Textbooks:

▪ N. Prime and J.-C. Usunier (2018), Marketing international - Marchés, Cultures et

Organisations, 2nd edition, Pearson Village Mondial.
▪ J. Johansson and M.T. Furick (2019), The New Global Marketing – Local adaptation for
sustainability and profit, 2nd edition, Cognella.
▪ I. Doole, R. Lowe and A. Kenyon (2019), International Marketing Strategy, 8th edition,
Cengage Learning.
▪ M. de Mooij (2019), Consumer Behavior and Culture: Consequences for global marketing and
advertising, 3rd edition, Sage.
▪ S. Hollensen (2016), Global Marketing, 7th edition, Pearson.
▪ S. Hollensen & J. Arteaga (2014), Estrategias de Marketing Internacional, 4a edición, Prentice
Hall.

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 ▪ J. Zentes, B. Swoboda, H. Schramm-Klein (2013), Internationales Marketing, 3rd edition,
Vahlen.

VI. YOUR PROFESSOR

Prof. Dr. Nathalie Prime

https://escp.eu/prime-nathalie

My name is Nathalie Prime and I am a Professor of International Business and Sustainability, International
marketing and cross-cultural management at ESCP Business School, Paris Campus. I joined ESCP in 1992 and
successively managed several international programs in France and abroad, including the Joint Management
Development Program in South Africa and the Specialized Master in International Project Management in Paris
during many years. I am currently the Academic director of the Specialization Option in International Business
Development in the Master in Management programme (ESCP), and Scientific director of the Executive
Specialized Master of Science in Marketing Services and Sales in Vietnam (at CFVG - Centre Franco-Vietnamien
d’enseignement de la Gestion-, in partnership with the university of Paris 1 - Sorbonne.).

Working across cultures has always been with me. I was born in Gabon, my family is multicultural, and my PhD
dealt with international business negotiation across 5 countries. I’ve always managed multicultural
programmes and I was lucky to build my experience of teaching, research or management in India, Vietnam,
Algeria, Morocco, South Africa, Senegal, Ivory Coast, Togo, Madagascar, Mauritius, Lebanon, Bahrain, Abu
Dhabi, Italy, Spain, Germany, France, Switzerland, Slovenia and Russia. I am visiting professor at Sorbonne
University Abu Dhabi (SUAD) and at Ecole Supérieure des Affaires (ESA) in Beirut.

My teaching and research interests are spread on several main areas: Education to Sustainable Development,
Responsible business in international contexts, Personal transition to sustainability, esp. in consumption,
Marketing transition to sustainability, International transfer of corporate culture and CSR strategy in the MNCs,
and Cross-cultural management and sustainability. My industry work notably concerns the automotive and the
retailing and distribution sectors with geographical and cultural areas of interests in Europe and fast growing
economies, especially in South Asia, Africa and the Middle-East.

Don’t hesitate to contact me. I’m looking forward to this course with you.

prime@escp.eu / (00-33) 149 232 244

Office : 2404

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