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BA 497/597 - Global Marketing
Fall 2007 Schedule
[Syllabus] [Course Materials]
Course Outline and Assignments:
Week 1
Session 1 Monday, September 24
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, September 26
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 Monday, October
1
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 Wednesday
October 3
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 October
8
Topics The Cultural and Social Environment (Part II).
Session 6 Wednesday October 10
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, October 15
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: “Nokia segments…”
Session 8 Wednesday , October 17
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, October 22nd
Topics MIDTERM EXAM. All material to date
Session 10 Wednesday, October 24
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 Monday, October 29
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, October 31
Topics International Market Research
Lecture Summary Intl’Mkt. research Part2
Reading Text, Chapter 6
Week 7
Session 13 Monday, November 5
Topics Product and Brand Decisions
Reading Text, Chapter 10 and Case 10-2: ”The Smart Car”.
Lecture Summary Guidelines for Global Branding
Session 14 Wednesday, November 7
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 Sample: International Pricing Sheet
Forms of Payment in Intl. Trade
Week 8
Session 15 Monday, November 12
Topics Global Distribution
Reading Text Chapter 12 and Case 12-1: “Wal-Marts…”
Global Distribution Summary Channels of Distribution
Session 16 Wednesday,
November 14
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 Monday, November
19
Topics Global Marketing Communications, continued.
Sales Promotions and other activities.
Reading Text Chapter 14 and Case 17-1: “Napster…”
Example: E U advertising expenditures
Week 10
Session 18 Wednesday, November 21
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 Monday, November 26
Topics Final Project. In-class presentations
Session 20 Wednesday, November 28
Topics Final Project. In-class presentations
FINAL EXAM. TO
BE ANNOUNCED