MARKETING 465 Essays - Education, Distance Education, Marketing

MARKETING 465 GLOBAL MARKETING MANAGEMENT Syllabus Spring, 2013 Tuesday, Thursday 10:00AM - 11:50AM Or Tuesday, Thursday 4:00PM - 5:50PM Professor: Dennis A. Schorr, Ph.D. Office: ACC 301L Office Phone: 213-740-5041 Office Hours: Tuesday 1:30-3:30PM, or by appointment E-mail: [emailprotected] Course Description : This course examines the opportunities and challenges associated with marketing across borders. The impact on marketing of the cultural, economic, political, and technological environments in different countries will be assessed. The relationship between global marketing and global business strategy will be discussed. Ways of analyzing customers and competitors globally will be addressed. Strategies and tactics for developing each of the four "P's" internationally and globally will be examined, including developing 1) product, service, and branding policies, 2) advertising, promotion. and communications plans, 3) channels of distributions, and 4) pricing policies in the global context. Approaches for deciding the extent to which marketing should be globalized versus localized will be explored. This course will examine key considerations in marketing both globally and in each of the major regions of the world. This course is designed for students interested in marketing, global and international business, international relations and business, communications and business, and international studies. Learning Objectives : The major learning goal of this c ourse is for students to develop a global mindset related to marketing and business with an understanding of the relationship among local, international, and global perspectives. The learning objectives supporting this goal are: Understand the key characteristics of important country markets in different regions of the world and learn how to develop marketing plans for these diverse country markets Learn to gather, categorize, analyze, interpret, and evaluate relevant information about markets in different countries around the world Learn how to assess the social/cultural, economic/financial, political/regulatory, and technological/infrastructure environments of different countries and how to adjust a company's marketing practices based on these factors Learn how to analyze customers, competitors, and product markets in different countries and how to apply this analysis to develop ing international and global marketing strategies Learn to critically analyze and evaluate local versus global perspectives in developing marketing plans and to make decisions about which aspects of marketing to local ize and which to globalize in developing marketing plans Learn how to develop product/service/branding policies, pricing p ractices , and distribution approaches internationally and globally Learn how to develop communications/advertisement s /promotions for different cultures and countries as well as globally Appreciate how managers and leaders can work in teams across countries and cultures to develop and implement complex global strategies Appreciate the ethical and corporate social responsibility issues associated with global marketing and learn to think in innovative ways about how to market products and services to lower income customers. Develop the ability to think critically about different perspectives on global marketing Required Material s: The required materials for this course are: 1) KG: Keegan, Warren J., Green, Mark C. 201 3 . Global Marketing ( 7 th Ed.). Upper Saddle River, NJ: Pearson Prentice Hall. This is the textbook for the course. It also contains a set of short minicases that will be discussed in class. Various options for obtaining this textb ook are available, as follows: a) a printed version of this textbook can be rented for the semester at various online websites, b) an electronic version of the textbook can be rented for the semester at various online websites such as coursesmart.com , c ) a loose - leaf printed version of the textbook can be purchase d at the USC bookstore , d ) a new bound printed version of the textbook can be purchased online at various websites that sell textbo oks, e) a used bound printed version of the textbook can be purchased online at various websites that sell textbooks. 2) PCR: Packet of Cases and Readings. This is a reader containing in-depth cases and influential articles about global and international marketing. These cases and articles will be discussed and analyzed in class. Prerequisites and/or Recommended Preparation: The prerequisite for this course is BUAD 307: Marketing Fundamentals. Course Notes: Course Organization: In support of the learning objectives, this course is divided into five major topic areas. The first topic area focuses on the opportunities and challenges