MArk 341 / ints 307 - global marketing
Fall 2008
I. GENERAL INFORMATION
Instructor: Marshall Langer
Meeting Days: Tue & Thu
Meeting Times: 2:20 - 3:35 pm
Office hours: By appointment
Telephone: +39 3471763096
Email: MLanger@Earthlink.net
Experience: Marketing strategist, corporate management, Wall Street. Wharton MBA in Marketing.
II. COURSE INFORMATION
1. Course Description. In this course students learn the ways in which global marketers operate. Through text, lecture, case study, and discussion, the course provides insight into various types of marketing operations and select frameworks of global marketing. Economic, political, legal, and cultural differences among nations are discussed, with emphasis on those areas of specific interest to the marketer. Additionally, the course introduces students to the international framework of organizations, laws, and practices that affect marketing and it develops students abilities to identify and evaluate marketing opportunities abroad. Research skills – sourcing information, making deductive conclusions, and presenting results – are emphasized.
The course is divided into 3 distinct parts, as follows:
Module I: Global Marketing Environment
Module II: Approaching Global Markets
Module III: The Global Marketing Mix Strategy
B. Craft marketing strategies that exploit analyses that illuminate macroeconomic realities affecting international monetary relations.
C. Exhibit marketing research skills in sourcing information, making deductive conclusions, evaluating opportunities, and presenting results to decision-makers.
D. Hone sensitivity skills required to succeed in multinational business environments.
III. LEARNING ACTIVITIES
1. Interactive class discussion. Classes are highly interactive. Instructor prompts students for response to questions posed and solicits his/her thoughts on issues discussed. Format is probing and direct. Additionally, instructor provides concrete, real-world examples to illustrate concepts. Lecture format reinforces by example appropriate methods for asking questions, gaining relevant insights, and making appropriate recommendation. (Contributes to Learning Objectives A, B, C, D)
2. Presentation of textbook readings. Textbook and other assigned readings (assigned according to the schedule in section IX of this syllabus) present relevant topics, which are covered more depthfully in class lecture. In class discussion of readings, instructor highlights most relevant reading topics and shows by example how to present data in a stimulating way, consistent with achieving course objectives. (Contributes to Learning Objectives A, B, C)
3. Case Study and/or Article Presentation. Case studies and articles are used to further illustrate real-world examples of subject topics. For all assigned cases/articles, students should be prepared to answer questions about the case/article and be able to illustrate its subtler aspects. For select cases/articles an individual written submission is due. For select cases/articles students will be selected to make a presentation. In class discussion of case studies/articles serves to highlight analytical methods, indicating specifically, ways to discern the most relevant focal points. (Contributes to Learning Objectives A, B, C, D)
4. Group Marketing Plan. Each group will choose a different country and pick a product to introduce in that country. The product must not be widely available there and with a potential market. The report should be a marketing plan of no more than 7 pages. Each group will make a class presentation. (Contributes to Learning Objectives A, B, C, D)
IV. ASSESSMENT
35% Final exam
10% Case study and/or article assignment/presentation
10% Group project
15% Quizzes and class participation
1. Exams. Exams will be composed of essay questions that test your ability to apply concepts discussed through the exam date. (Measures Learning Objectives A, B, C)
2. Case/Article Analyses. All cases/articles should be prepared for class. For select cases/articles, where indicated, an individual written submission is due and is assigned based on the schedule in section IX of this syllabus. Additionally, for select cases/articles students will be selected to make a presentation. Your grade for the presentation will reflect much new insight you teach the class (rather than repeat the facts). Use section VII of this syllabus as a further guide for all written submissions. (Measures Learning Objectives A, B, C)
3. Quizzes. Short, in-class quizzes will test your comprehension of course materials to date. (Measures Learning Objectives A, B, C)
4. Class Participation. You will be graded on the quality of, and demonstrated insight of, your in-class comments, including comments related to answers to assigned problems. (Measures Learning Objectives A, B, C, D)
5. Group Marketing Plan. See section III, #4 above for further detail. (Measures Learning Objectives A, B, C, D)
V. REQUIRED COURSE READING MATERIAL
Keegan, Green, Global Marketing Prentice Hall, 2007.
VI. CLASS SCHEDULE
Introduction to Global Marketing – 1 week
Module I: Global Marketing Environment – 3 weeks
Global Economic Environment
Global Trade Environnent
Social and Cultural Environments
Political and Legal Environments
Module II: Approaching Global Markets – 4 weeks
Marketing Research
Segmentation, Targeting and Positioning
Importing, Exporting and Sourcing
Global Market Entry Strategies
Module III: The Global Marketing Mix Strategy – 5 weeks
Product and Brand Decisions
Pricing Decisions
Distribution Decisions
Communications Decisions
Competitive Advantage