BA 497 - Global Marketing
Spring 2006 Schedule

[Syllabus] [Course Materials]

Course Outline and Assignments:

Week 1

Session 1 Tuesday, April 4

Topics: Course overview. Definitions. Introduction to Global Marketing

The controllable and non-controllable factors of global marketing

Reading: Text, Chapter 1. Ethnocentric/Geocentric… “The Matrix”

Project Status: Instructor’s Instructions

Session 2 Thursday, April 6

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 Countries

Significant events… Balance of Payments

Project Status: Teams should start forming

Week 2

Session 3 Tuesday, April 11

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 3-2: “The Euro Yo-Yo…”

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 Thursday, April 13

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 Tuesday, April 18

Topics The Cultural and Social Environment (Part II).

Reading Text, Chapter 4, continued, and same handout distributed in Session 3

Session 6 Thursday , April 20

Topics The Political, Legal and Regulatory Environment.

Assignment for next session: select a media article for class discussion

Reading: Text, Chapter 5 and Case 5-1: ” Bud vs. Bud”

Government Intervention Definition of Sovereignty

Most Corrupt Countries

Week 4

Session 7 Tuesday, April 25

Topics Segmentation, Targetting and Positioning

Class discussion on media article

Reading Text, Chapter 7 and Case 7-1: “Nokia segments…”

Session 8 Thursday , April 27

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 Tuesday, May 2

Topics MIDTERM EXAM. All material to date

Session 10 Thursday, May 4

Topics Licensing, Investment and Strategic Alliances

Reading Test, Chapter 9 and Case 9-2: “Harry Potter”

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 Tuesday May 9

Topics Mid-term Draft Project Report: Presentations.

See explanations in the Syllabus (verbal report only, no

Written hand-in. Visual aids encouraged)

Session 12 Thursday, May 11

Topics Competitive Advantage in International Markets.

To be Announced: GUEST LECTURER

Reading TEXT, Chapter 15 and Case 15-1: “Kodak in the 21^st century…”

Porter’s Model and Competitive Strategies

Week 7

Session 13 Tuesday, May 16

Topics Product and Brand Decisions

Reading Text, Chapter 10 and Case 10-2: ”The Smart Car”.

Lecture Summary Guidelines for Global Branding

Session 14 Thursday, May 18

Topics International Pricing

Reading Text Chapter 11 and Case 11-1: “Pricing AIDS Drugs”

Lecture Summary Detail: forms of Counter-Trade

Example: Japanese pricing of a US automobile

Week 8

Session 15 Tuesday, May 23

Topics Global Distribution

Reading Text Chapter 12 and Case 12-1: “Wal-Marts…”

Global Distribution Summary Channels of Distribution

Session 16 Thursday, May 25

Topics Global Marketing Communications. Advertising and PR

Reading Text Chapter 13 and Case 13-1: “ Benneton…”

Kegan’s “Global Promotion” Power Point slides

Week 9

Session 17 Tuesday, May 30

Topics Global Marketing Communications, continued.

Sales Promotions and other activities.

Reading Text Chapter 14 and Case 17-1: “Napster…”

Lecture Summary

Example: E U advertising expenditures

Week 10

Session 18 Thursday, June 1

Topics Global Marketing Management

Reading Text, Chapter 16 and Case 16-1: “A Marketer takes the wheel..”

Lecture Summary Matrix type of Organization

Project status: Prepare presentation!

Session 19 Tuesday, June 6

Topics Final Project. In-class presentations

Session 20 Thursday, June 8

Topics Final Project. In-class presentations

Finals week! Tuesday , June 13

FINAL EXAM. Regular classroom, regular time.

(Subject to change by School Finals’ Schedule)