ࡱ> :<9b ijbjb ,hhi $egggggg,R*"$$$$e$.4b"e$$V@e iX" e0x"$"e$$   STILLMAN SCHOOL OF BUSINESS AT SETON HALL UNIVERSITY BMKT 7618 INTERNATIONAL RETAILING SUMMER, 2006 MARY P. SALADINO Email: saladima@shu.edu MON, WED 6:00 8:20 JH218 COURSE SYLLABUS COURSE DESCRIPTION This course explores the vital, expanding role of retailing globally and examines the manner in which economic, demographic, and technological developments are transforming the industry. Foreign market strategies, as well as political, legal, cultural and sociological differences in world markets will be evaluated. Emphasis is placed on the results of economic unification throughout the world and how that unification affects retail strategy and consumer buying decisions. Subject matter includes current developments as well as challenges and opportunities in retailing. The seminar method of learning is utilized throughout this course. The format includes lecture, but heavy emphasis is placed on class discussion. Assigned material is to be read before meetings in order to engage in intelligent dialogue of the issues related to the course. COURSE OBJECTIVES To provide an overview of the global retail industry. To weigh the importance of economic and social indicators on the probable success of retail global expansion. To analyze current trends in worldwide retail activities and to project strategy for future decisions. To compare and contrast the intricacies of channel of distribution systems in other countries. To examine the varying role e-commerce has as a complementary channel in international retail markets. To understand the role of CSR in strategic and sourcing decision making. To monitor the results globalization has played in the supply chain, e.g. B2B exchanges. To understand retail strategies within the context of controllable and uncontrollable (economic, cultural, legal, political, competitive and technological) factors. GRADING Company analysis 30% Presentation 15% Research Project 40% Participation 10% COMPANY ANALYSIS During the course of the semester, comprehensive case studies, dealing with specific international retailers will be distributed for discussion and analysis. Each study will consider the topics of varying models of international involvement, e.g. standard formula global approach, growth induced international approach, silent investor approach and limited role approach, and will relate each model to strategic planning concerns. Student groups will be assigned a specific case and report on their findings. RESEARCH PAPER The research paper will consist of ten to fifteen pages in length and should focus on target marketing and the four strategic areas of the marketing mix. It should present the retail strategy for an existing international retailer and address the following points. A brief history of the organization Discussion of the companys growth pattern and/or failures and key places of operation. What, if any, evidence of CSR is present in the companys strategy. Does it relate to HR issues, environmental concerns, etc. An analysis of why the company seems to excel. A discussion of retail strategies as compared to US standards. OR Analysis of the merchandising techniques of three European companies who have expanded into the United States. The requirements for this choice are as follows: Examination of how each companys structure, attitude, history and strategies have contributed to their success in the US A comparison and contrast of techniques used by the European companies to their American competitors Comments on how these practices have assisted the chosen organizations in gaining a hold on the market in which they specialize. The following companies are excluded from group analysis: Walmart, Amazon, Carrefour, Tesco, Metro, IKEA, and Starbucks. STUDENT GROUPS WILL GIVE AN ORAL PRESENTATION AND DEFENSE OF THEIR FINDINGS THE LAST WEEK OF CLASS. THE TEAM LEADER WILL SERVE AS MODERATOR AND CONDUCT CLASS DISCUSSION FOLLOWING THE PRESENTATION. There is no required text for the course. Students will receive in class or posted on blackboard, a variety of relevant readings for class discussion that pertain to the topics listed below. TOPICS MODULE I Overview of the types of retail organizations- retail strategy- components and relationships; impact and growth of ecommerce and retailtainment. Sourcing, private branding and product development; extending brands into global entities. What does it take to succeed in developed and emerging markets? Examination of various ecommerce sites. Regulation and legal concerns in different stages of economic development. Reasons for internationalization and globalization. MODULE II Understanding consumer behavior- tracking demographics and psychographics of the target market; examination of the impact of lifestyle retailing. Analysis of various cultural aspects and their relationship to strategic decision making. How understanding these forces help retailers market, develop and communicate with their customer base. MODULE III Pricing, establishing and managing a retail image- promotional strategies and differences in worldwide markets; what objectives, mix and budgeting concerns exist? What problems exist in translating your image overseas? MODULE IV Putting it together- the examination of planning, productivity, performance measures and integrated retail strategy; how does a company successfully translate its core competencies in a foreign market? 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