Course Objectives
This course is designed to expose students to the complexities and challenges related to global marketing activities. Theoretical concepts and management strategies salient to marketing decisions, as well as the impact of environmental factors on global marketing activities, will be addressed. Topics include analyses of the underlying forces in international trade, opportunities and threats in the world market, estimation of market potential, regional differences in customer behavior, and the formulation, implementation, and control of global strategies.
Required Reading
Warren J. Keegan & Mark C. Green, Global Marketing, Seventh Edition, Pearson Education, 2013. (Sixth Edition (2011) also acceptable)
Conceptual materials will be presented through lectures, class discussions, and case applications included in each chapter. Participants are expected to preview all materials (PDF files and cases) prior to the associated sessions, and to actively participate in all discussions.
Course Requirements
Executive summaries (ES) (60%): Participants are to prepare ten executive summaries (one page each) which give (a) a concise statement of the major issue(s) faced by their organizations, relevant to the chapters assigned for
each session and (b) specific recommendations with supporting rationale. All ten ESs are to be written for the same global organization, preferably one that you hope to work for in the future. Use 12-pt font and 1.5 line spacing; submit in hard copy on due date, at the beginning of the class session. No late submissions will be accepted.
The Term Paper on Cultural Differences and Global Marketing
The conquering of the cultural differences has also introduced us to a new terminology, global economy, which is a global system of production, distribution and consumption. The world has become a singular unit because the pace of economic development has accelerated due to an increase in marketing not only at a local level, but also at a global level. Global marketing has conquered and crossed ...
Oral participation (40%): All students are expected to attend and participate in all sessions. The oral participation grade will be based upon the quality and quantity of individual contributions during class sessions and case discussions. The number of points assigned for OP is objective, not arbitrary, and will be based upon weekly records of your contributions to class discussions. Every absence and/or late attendance (more than 15 minutes) will result in point deductions, since I believe that those students who attend class but don’t participate during the session should be differentiated from those who are not physically present at all. You may miss up to one-third of the class sessions, but anything more than that may result in a failing grade for the course.
