University of Virginia

 Commerce 4390 Syllabus 

Syllabus for Commerce 4390: Market Insights in Southeast Asia

Rickshaw in Jakarta

 

Term: January 2012
Time:     Jan. 1 through Jan. 15, 2012
Professor: James G. Maxham III
Office: Rouss & Robertson Halls, Room 321
Phone (Office):    434-924-6962 (UVA)
Email: Maxham@virginia.edu

Prerequisites

Instructor’s permission.

Course Description

"Market Insights in Southeast Asia" is a research-oriented course in the McIntire School curriculum that blends relevant classroom discussions, executive presentations, company visits, and market research to explore economics, business, culture, and context in Southeast Asia. 

Readings

Custom course readings, posted daily on our Blackboard class site.

Course Objectives

1. Appreciate the balance between standardizing and tailoring business strategy for various markets.
2. Develop a better understanding of the global business environment in Southeast Asia and how it affects strategic and operational decisions.
3. Recognize market dynamics that shape consumer preferences and behavior.
4. Develop skills in analyzing economic and non-economic factors for identifying and evaluating market opportunities in Southeast Asia.
5. Learn processes for effectively evaluating consumer markets and developing innovative strategies.
6. Enhance consulting skills, including project development and communication skills.

Course Structure

Students will learn about Southeast Asian culture, context (e.g., labor, education, health care, politics), and business via in-class discussions and outside experiential learning. There will be several guest speakers, and active participation in the form of perceptive questions and comments will play an important role during the course. The final grade for the course will be determined based upon the following components. 

Experiential journals (ongoing)

20%
Reflection whitepaper (Jan. 19, 5 p.m.) 30%
Engagement and contribution to learning 50%
Total 100%

Ho Chi Minh street vendor

Class Deliverables

Experiential journal: The purpose of the experiential journal is to create an active learning environment in which students are engaged in learning throughout the global immersion. Learning will take place from the time you leave Charlottesville until the time you return home, and the experiential journal will provide a forum to (1) actively engage in your daily experiences (sights, sounds, smells, etc.); (2) document the details of key moments with words, pictures, and video; and (3) contemplate the meaning of the experiences. 

Beginning Jan. 1, students are expected to offer journal posts on the class blog that document and reflect on class experiences. In particular, students are expected to post at least three entries per city, but are encouraged to post more frequently when possible. Students are also encouraged to use text, photos, and video to capture their learning experiences. The posts will help chronicle the experiences so students have a rich descriptive dataset to help craft the reflection whitepaper. These posts will also likely generate a lot of discussion from alumni and University friends. 

Reflection whitepaper: Using journal posts as a framework, students develop a thoughtful reflection whitepaper that synthesizes their key takeaways, both personally and professionally, from the global immersion experience. Although students can use up to 1,500 words for the assignment, it is possible to submit outstanding work with fewer words. Students should not simply describe their experiences (e.g., "We visited a P&G factory"), but instead focus on their reactions and thoughts about the experiences. The reflection whitepaper is an opportunity for students to think across their set of experiences and critically evaluate how they fit together into general themes. It will be beneficial for students to reflect on their time in Southeast Asia and think broadly about the personal and professional insights from the immersion. Because the whitepaper is a personal account of experiences that can vary widely across students, a checklist of possible topics will not be provided. Instead, students should focus on what they deem to be the most meaningful experiences.

Students can reference class readings and experiential journal posts to help develop their insights. Answers should be typewritten in 12-point font, double-spaced, with 1-inch margins on all sides. Students may include an unlimited number of exhibits (if relevant and tied directly to student insights). 

The best whitepapers will not only highlight important topics and personal experiences, but also will integrate topics and illustrate relationships between topics and experiences. The reflection whitepaper is due by Jan. 19 at 5 p.m.  Both a hard copy and an electronic version of the document should be submitted. The reflection whitepaper represents 30% of the overall course grade.

Engagement and Contribution to Learning

Active class participation: We are fortunate to have bright, accomplished students in this class, with varied backgrounds, experiences, and perspectives. To maximize our learning experience, it’s essential for all students to share their valuable insights with the class. Every student is expected to become involved actively in class discussions on a regular basis. Students should be prepared to discuss the topics for each class session and are expected to move beyond simply reviewing class readings to developing original insights into the topics. This approach will require reading materials before class and thinking about the key topics and questions before attending sessions. Students should demonstrate knowledge and thoughtful analysis of the readings, and, when appropriate, should constructively challenge the ideas presented in the readings. Students should express their ideas and communicate their ideas effectively. Sessions will involve natural and voluntary discussions. All forms of class participation are designed to encourage individual contribution in a professional and supportive setting and to facilitate the inclusion of a variety of perspectives in the classroom.

Attendance:  Attendance is expected of all students at all scheduled meetings and events. Students who are unable to attend any session must notify Professor Maxham IN ADVANCE. If students do not contact Professor Maxham in advance, they will receive a 10% penalty per session that will be applied to their Contribution to Class Learning grade. The McIntire School's attendance policy is in full force. Absences generally will not be excused except in the case of illness or other unavoidable circumstances. Per School policy, any student who is absent from more than 50% of total class time will automatically receive a failing grade. 

On-time Arrival:  On-time arrival and full class participation are expected of all students at all scheduled meetings and events. We will be hosting (and will be hosted by) leading firms and top executives, and all students are expected to represent our University in a respectful manner. As such, do not enter any session late. Students who have not entered once a session starts have missed the event. Transportation will leave on schedule because our busy executive friends have tight schedules and need to begin on time. Students who arrive late for any hotel departure risk the possibility of missing the event.

Performance Standards

Professor Maxham has scheduled leading experts in Southeast Asia to share insights with the class, and each student is expected to be prepared for every session. Students are required to read relevant materials before each session and prepare sufficiently to actively participate in the class.

Course Evaluation

Professor Maxham will use the following scale to determine final grades:

A+ = 96.5 – 100.0 
A  = 93.5 – 96.4
A- = 89.5 – 93.4
B+ = 86.5 – 89.4
B  = 83.5 – 86.4
B- = 79.5 – 83.4 
C+ = 76.5 – 79.4
C  = 73.5 – 76.4
C- = 69.5 – 73.4
D = 59.5 – 69.4
F = below 59.4

Jakarta

Honor

Students enrolled in this class are expected to abide by the standards of the University of Virginia's Honor Code. To avoid any ambiguity, two issues merit special discussion. First, avoid the temptations of plagiarism. The ready availability of information over the Internet has led to an epidemic of "surfing and pasting" across college campuses. Claiming credit for the work of another is not honorable. Note: All work submitted for grading must be pledged. 

Students

Professor Maxham will enroll students from the McIntire School at the University of Virginia. In addition, we will interact with other business students from Southeast Asian universities. These students can offer a valuable peer resource for business education perspectives, dining, culture, entertainment, language, etc.

Classroom and Study Facilities

Most class sessions will be held at company facilities. Internet access will be available at each hotel, and there will be a business center with printing and copying capabilities.  
  

Sightseeing

Students will have a few group sightseeing trips to key cultural sites as well as time to explore the cities on their own.