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BA 497/597 - Global Marketing
Spring 2008 Schedule
[Syllabus] [Course Materials]
Course Outline and Assignments:
Week 1
Session 1 Monday, March 31
Topics: Course overview. Definitions. Introduction to Global Marketing
The controllable and non-controllable factors of global marketing
Project Status: Instructor’s Instructions
Session 2 Wednesday, April 2
Topics The World economy. Economic systems and stages of development.
International trade and balance of payments
Reading Text,
Chapter 2 and Case 1-1: “McDonalds…”
Economic Systems & Leading Countries Top Ten 2006
Significant events… Balance of Payments
Project Status: Teams
should start forming
Week 2
Session 3 Monday, April 7
Topics Global Trade, Trade Blocks and Preferential Trade Agreements
(Instructor will distribute a handout on Intercultural communication
as reading for the next session)
Reading Chapter
3 and Case 3-1: “The
Free Trade Area of The
Forms of Regional Integration… …from least to most integrated
Detail: an Economic Union Trade Blocks
Euro Map Africa Map South America Map
Project Status: Teams should be
formed!
Session 4 Wednesday,
April 9
Topics The Cultural and Social Environment (Part I).
Reading Chapter 4 and handout distributed in previous session
Definitions: culture & manifestations… Cultural Typology
Japanese vs. American Cultures
Project Status: Select
project topic
Week 3
Session 5 Monday, April 14
Topics The Cultural and Social Environment (Part II).
Reading Text, Chapter 4, continued, and Case 4-4: “Fair Trade Coffee…”
Session 6 Wednesday, April 16
Topics The Political, Legal and Regulatory Environment.
Assignment for next session: select a media article for class discussion
Government Intervention Definition of Sovereignty
Week 4
Session 7 Monday, April 21
Topics Segmentation, Targeting and Positioning
Class discussion on media article
Lecture summary www.sric-bi.com/VALS
Reading Text,
Chapter 7 and Case 7-1: “Car Makers
Target Generation Y…”
Session 8 Wednesday , April 23
Topics Exporting, Importing and Sourcing
Reading Text,
Chapter 8 and Case 8-1: “Concerns about
Factory Safety”
Stages of Export Activity National Policies of Export, Import
Export Players Tariff Systems Tariff Example and Letter of Credit
Week 5
Session 9 Monday, April 28
Topics MIDTERM EXAM. All material to date
Session 10 Wednesday, April 30
Topics Licensing, Investment and Strategic Alliances
Reading Test,
Chapter 9 and Case 9-2: “SABMiller in
Lecture Summary Expansion Strategies
Project Status: The following
should be completed: a) background, b) problem/need
and/or opportunity
identified c) sources of information and
d) follow-
on course identified.
Week 6
Session 11 Monday, May 5
Topics Mid-term
Draft Project Report: Presentations.
See
explanations in the Syllabus (verbal report only, no
Written hand-in. Visual aids encouraged)
Session 12 Wednesday, May 7
Topics Product and Brand Decisions
Reading Text, Chapter 10 and Case 10-2: ”The Smart Car”.
Lecture Summary Guidelines for Global Branding
Week 7
Session 13 Monday, May 12
Topics International Pricing
Reading Text
Chapter 11 and Case 11-1: “LVMH and Luxury Goods Marketing”
Lecture Summary Detail: forms of Counter-Trade
Example: Japanese pricing of a US automobile Sample: International Pricing Sheet
Forms of Payment in Intl. Trade
Session 14 Wednesday, May 14
Topics Global Distribution
Reading Text Chapter 12 and Case 12-1: “Carrefour Expands Abroad”
Global Distribution Summary Channels of Distribution
Week 8
Session 15 Monday, May 19
Topics Global Marketing Communications. Advertising and PR
Reading Text
Chapter 13 and Case 13-1: “ Adidas AG”
Kegan’s “Global Promotion” Power Point slides
Session 16 Wednesday,
May 21
Topics Global Marketing Communications, continued.
Sales Promotions and other activities.
Reading Text
Chapter 14 and Case 14-1: “Marketing an Industrial Product in
Example: E U advertising expenditures
Week 9
Memorial Day , Monday,
May 26, NO CLASSES
Session 17 Wednesday,
May 28
Topics Global Marketing Management
Reading Text,
Chapter 16 and Case 16-1: “Boeing Versus
Airbus...”
Lecture Summary Matrix type of Organization
Project status: Prepare
presentation!
Session 18 Monday, June 2
Topics Final Project. In-class presentations
Session 19 Wednesday, June 4
Topics Final Project. In-class presentations
FINAL EXAM. MONDAY, JUNE 9, 14:00
PM. Usual Classroom