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SELECTED ISSUES IN GLOBAL MARKETING WITH APPLICATIONS TO THE

LUXURY AND PRIVATE BANKING SECTORS


ADM4396 X
May 2019
Professor Jean-Emile Denis
E-Mail jedenis@bluewin.ch
Class Location To be confirmed
April 29 – May 1 – 9 AM to 4 PM (including
one-hour break each day)
MAY 2-May 3 - 9 AM to 12 PM
Class Hours Due to the intensive nature of this course,
attendance is compulsory to all class
hours including the exam, with no
exceptions granted.

First and second year common courses of


Prerequisite(s)
your option including ADM 2320

Optional ADM course or ADM course in


International Management Option (please advise
Ms. Véronique Brazeau by email
Program of ext@telfer.uottawa.ca if you want this course to
study be credited towards your International
Management Option).
This course is not recommended for students who
intend to register to ADM 4328/4728 since you
will find some topics are covered in both courses.

Weight on
Course Deliverable Due Date
Final Grade

Exam Day 5 40%

Research Paper July 25, 2019 50%

Class Participation 10%


Course Description

For several decades the globalisation of markets has considerably increased fuelled by
the combined forces of world trade liberalisation, internationalisation of communication
and transportation modes and the convergence of consumers’ preferences across
nations. Multinationals and small firms as well have responded to the challenge created
by these unmatched opportunities by boldly entering new markets either by themselves
or through alliances and other cooperative arrangements with foreign partners. At this
stage, firms may enter foreign markets with a large variety of options and expand
worldwide through the simultaneous operationalisation of foreign, multinational, regional
and global marketing strategies. The first task in this course will be to draw the distinctions
between internationalisation options, and then to evaluate under which conditions these
options may be appropriate to the firm depending on its profile, constraints and objectives.
The second one will be to analyse how marketing strategies must be adapted accordingly.

As the title of this course indicates, only specific topics will be addressed, namely,
intelligence, networking, product and communication strategies and global coordination.
Intelligence deals with market selection, market segmentation, information needs and
marketing research, including e-research. Networking refers to entry mode strategies,
transaction costs economics and the trading house option. International communication
concentrates on the standardisation/adaptation dilemma, export promotion, global
positioning and the role of public relations in the international management of crises and
rumours. Coordination deals with the organisation structuring of firms when facing the
global challenge.

Even in global marketing viewpoints do vary according to geographically-based


antecedents. American textbooks for instance reflect American cognitive mindsets
and European textbooks European values. Without neglecting North American
contributions to the field of global marketing, this course will emphasize European
marketing strategies. As a matter of fact, most cases discussed in this course will
deal with European firms large or small such as Triumph, Zara and Morgan and
Absolut Vodka.

Although a variety of business sectors will be covered in these cases and in the lectures,
global marketing in the private banking and luxury sectors will be more specifically
addressed. Strategies of firms such as Vuitton, Hermès and Rolex will be discussed as
well as the strategies of private banks (most of them based in Switzerland) and other
private banking entities servicing very high net worth individuals (VHNWIs) worldwide.

Course Contribution to Program Learning Goals

LG5 : Unlock the value of Globalization

This course will demonstrate a nuanced understanding of the specificities of global


marketing tools in selected geographical and sectorial markets such as luxury and private
banking markets.
Course Learning Objectives

Global marketing involves different types of involvement, namely foreign, “inter-national”,


multinational and eventually global marketing. This course intends to illustrate how
specific marketing strategies can be tailored to each of these approaches. In addition to
numerous illustrations drawn from various sectors there will be a more detailed discussion
of global marketing applications to the luxury and the private banking sectors.

Methods Used to Evaluate Student Performance

Evaluation takes into account the fact that this course will be delivered over four full days.

− Exam
− Group project
− Class participation.

Exam: Open questions and case analysis, two hours. Open book, class notes allowed.
Browsing on the net during the exam prohibited.

If you are registered with SASS – Academic Accommodations, please send an email to
the Student Services Centre at undergraduate@telfer.uottawa.ca before October 22nd, in
order that they can send a copy of the exam to SASS.

Research Project: A comparative study of two global companies.

The primary objective of this group project (four/five students per group, no single
individual project accepted) is to get students to apply their knowledge of global marketing
concepts and tools to the analysis of two firms, with a view of assessing what makes firms
adopt a multinational or a global orientation. Please note that a mere description of each
firm is not appropriate. What is expected is a systematic comparative analysis of both
firms.

Groups must proceed as follows:

After selecting two firms with extensive international involvement and fairly comparable
size, which belong to the same industry;

1- As an introduction, proceed with a brief comparison of these firms in terms of home


country, size, history, product range, international market coverage, trans-nationality
index (TNI, explained in class) or any other measure of international involvement;

2- Evaluate the potential impact of the industry, market and corporate culture
determinants on their respective global/multinational orientations (MGO);

3- Compare the international marketing strategies of the two firms (targeting, positioning,
entry mode and marketing mix strategies) and their impact on their MGO;
4- Compare their planning, control systems and organisation structure and their impact
on their MGO;

5- Position the two firms on the GMO continuum and justify your positioning in light of the
previous analyses;

6- Conclude with your understanding of the internationalisation/globalisation process of


the two firms and its potential impact on their future performance.

Maximum ten pages (Times New Roman 12, one inch margin, double-spaced) plus cover
page, appendices and bibliography. Please note that the whole report must be paginated,
including the appendices.

A professional report presentation is expected.

The deadline is July 25th, before 3 PM (eastern time). Please send an electronic version
of your report to Professor Denis at jedenis@bluewin.ch with a copy to
undergraduate@telfer.uottawa.ca

Group projects will be discussed in class on Day 4.

Please note that it is not possible to submit extra course work in order to improve
your mark.

Textbook

Required textbook (includes all cases): Hollensen, Svend., Global Marketing, Seventh
Edition, 2017, Pearson: London, UK.

Course Attendance

Attendance to this course is compulsory every day TO ALL SESSIONS including the
exam on Day 5 (from April 29 to May 3, 2019).

Course Schedule

All readings and cases are in the required textbook

FOR DAY 1, read Hollensen, chap. 1 and 3 and cases Triumph (705-
9) and Sony (775-81).

Reading these chapters and cases BEFORE DAY 1 is mandatory.

Day 1 AM1- Course organisation. The global marketing framework (1)


AM2- Case discussion: Triumph
PM1- The global marketing framework (2). Luxury and private banking
sector specifics
PM2- Case discussion: Sony

For Day 2, read Hollensen, chap. 5, 8 and 14


Read Ferrari (335-40) and Absolut Vodka (679-86)

Day 2 AM1- International marketing intelligence


AM2- Case discussion: Ferrari

PM1- Product strategy


PM2- Case discussion: Absolut Vodka

For Day 3, read Hollensen, Chap. 9 and 17.


Read Zara (155-60) and Morgan (673-76)

Day 3 AM1- Entry strategy


AM2- Case discussion: Zara

PM1- Communication strategy


PM2- Case discussion: Morgan

For Day 4, read Hollensen, chap 19 and Henkel (771-2)

Day 4 AM1- Global coordination & discussion of Henkel


AM2- Discussion of group projects

Day 5 AM1- Exam


AM2- Detailed feedback on exam. Takeaways from the course
Beware of Academic Fraud

Academic fraud is an act committed by a student to distort the marking of assignments,


tests, examinations and other forms of academic evaluation. Academic fraud is neither
accepted nor tolerated by the University. Anyone found guilty of academic fraud is liable
to severe academic sanctions.

Here are a few examples of academic fraud:


• engaging in any form of plagiarism or cheating;
• presenting falsified research data;
• handing in an assignment that was not authored, in whole or in part, by the
student;
• submitting the same assignment in more than one course, without the written
consent of the professors concerned

In recent years, the development of the Internet has made it much easier to identify
academic plagiarism. The tools available to your professors allow them to trace the exact
origin of a text on the Web, using just a few words.

In cases where students are unsure whether they are at fault, it is their responsibility to
consult the University’s Web site at the following address, where you will find resources,
tips and tools for writing papers and assignments:
http://web5.uottawa.ca/mcs-smc/academicintegrity/home.php

Persons who have committed or attempted to commit (or have been accomplices to)
academic fraud will be penalized. Here are some examples of the academic sanctions,
which can be imposed:
• a grade of “F” for the assignment or course in question;
• an additional program requirement of between three and thirty credits;
• suspension or expulsion from the School.

Please be advised that professors have been formally advised to report every suspected
case of academic fraud. In most cases of a first offence of academic fraud, the sanction
applied to students who have been found guilty is an “F” for the course with an additional
three credits
added to their program requirements. Repeat offenders are normally expelled from the
School of Management.

Finally, the Telfer School of Management asks that students sign and submit with their
deliverables the Personal Ethics Agreement form. Two versions of this form exist: one
for individual assignments, and one for group submissions. Assignments will not be
accepted or marked if this form is not submitted and signed by all authors of the
work. We hope that by making this personal commitment, all students will understand the
importance the School places on maintaining the highest standards of academic integrity.

Personal Ethics Statement Concerning Telfer School Assignments

Group Assignment:

By signing this Statement, I am attesting to the fact that I have reviewed not only my own
work, but the work of my colleagues, in its entirety.

I attest to the fact that my own work in this project meets all of the rules of quotation and
referencing in use at the Telfer School of Management at the University of Ottawa, as
well as adheres to the fraud policies as outlined in the Academic Regulations in the
University’s Undergraduate Studies Calendar. I further attest that I have knowledge of
and have respected the “Beware of Plagiarism” brochure found on the Telfer School of
Management’s doc-depot site.

To the best of my knowledge, I also believe that each of my group colleagues has also
met the rules of quotation and referencing aforementioned in this Statement.

I understand that if my group assignment is submitted without a signed copy of this


Personal Ethics Statement from each group member, it will be interpreted by the Telfer
School that the missing student(s) signature is confirmation of non-participation of the
aforementioned student(s) in the required work.

______________ _______________
Signature Date
________________________________ _______________
Last Name (print), First Name (print) Student Number

______________ _______________
Signature Date
________________________________ _______________
Last Name (print), First Name (print) Student Number

______________ _______________
Signature Date
________________________________ _______________
Last Name (print), First Name (print) Student Number

______________ _______________
Signature Date
________________________________ _______________
Last Name (print), First Name (print) Student Number
Personal Ethics Statement
Individual Assignment:

By signing this Statement, I am attesting to the fact that I have reviewed the entirety of
my attached work and that I have applied all the appropriate rules of quotation and
referencing in use at the Telfer School of Management at the University of Ottawa, as
well as adhered to the fraud policies outlined in the Academic Regulations in the
University’s Undergraduate Studies Calendar. I further attest that I have knowledge of
and have respected the “Beware of Plagiarism” brochure found on the Telfer School of
Management’s doc-depot site.

________________ ______________
Signature Date

________________________________ ______________
Last Name (print), First Name (print) Student Number

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