GMM

Globalization has changed the dynamic of business. Irrevocably. Today’s companies must operate on a much larger stage and in an environment of international competitiveness where product development, market needs, consumer targets must take into account multiple cultures, collaborations and regional development factors. How do today’s companies acquire the “global edge” to enable them to extend their marketing efforts internationally, then globally? What are the determinants of successful strategy in a world market? Which skill sets and practices must be accessed if businesses are to manage the marketing function effectively across cultures and borders? What caveats and traps are waiting for the unprepared business? Is internationalization and globalization right for your business – and if so, when? This course takes an integrated and comprehensive approach to the management of international marketing, helping students to enhance their skills and increase exposure to a range of international marketing issues and strategies. Class topics will reflect the current realities and agenda of an international marketplace. In particular, we will examine the marketing process and means through which companies, small or large, old or new economy, can successfully identify, enter and develop world markets. We examine and analyze the determinants of successful strategies and programs in other parts of the world, and the issues involved when companies enter foreign markets and need to develop marketing strategies and programs for those markets. We will emphasize the perspectives and challenges involved in dealing with more than one country. Class topics will include: - International Market Assessment
- Market Entry Strategies and Options for International Markets - Understanding Cultural Differences - Global Product and Global Brand Issues - Product and Service Localization Issues - Developing Global Strategies for o Distribution o Pricing o Communications. - Organizing for Global Markets and Maximizing Marketing Efforts with the Cooperation At the end of this course, you should: 1. Be able to assess the need and potential for marketing products and services in other countries. 2. Understand the considerations involved in developing a global marketing strategy. 3. Be able to make intelligent decisions regarding the organization of global marketing efforts. 4. Understand the mindset, skills and experience necessary to become a global marketing manager. COURSE ORGANIZATION AND PERFORMANCE ASSESSMENT The classes are organized around case studies, followed by mini-lectures and discussions of concepts and theory relevant for that day's topic. Students are expected to come to class prepared to discuss all assigned materials, which will consist of readings and cases. The readings and cases will be available in the course textbook and in a course reader sold through the usual Anderson School procedures. This is an elective class, which offers the opportunity to delve into a subject matter that you may want to know about. Although there is a certain amount of fundamental information that must be communicated, the primary purpose of the class is to facilitate the accomplishment of the student’s own learning goals with respect to the subject. We will also have invited speakers (experienced practitioners) to come to the class to discuss international marketing strategies based on their own experiences. Grades will be assessed based upon a combination of class participation, written cases analyses (done individually), and a group project. There will be no mid-term or final examination. Class Participation (20%). Students are expected to attend all sessions. Contributions to both the case discussions and the lecture/discussion portion of the class are important. I am especially interested in the quality of your analyses and comments. Written Case Analyses /Exercises (30%). There are three written assignments (cases or exercises). I will distribute a specific managerial question to be addressed or a managerial course of action to be argued for or against for each of the assignments. These papers are to be relatively 2
short (500 words of text, plus a maximum of 1 page of exhibits/tables) and should be double-spaced. More details about these assignments will be available on the first day of class. A hard copy of the assignment must be handed in at the beginning of the class on the day the case is discussed. Points will be deducted for late papers. Group Project (50%). Students must organize themselves into small groups by the end of Session 3. The group project for this course is a “global audit.” Each group may select a firm, or where appropriate, a business unit within a firm, and intensively study its strategy of doing business internationally. Students need not obtain inside access to the company, although that is encouraged where possible. Use of publicly available information and your own research is acceptable. The final report should consist of your evaluation of the design and management of the firm’s strategy and your recommendations for changes, if any. Use of concepts and frameworks from the course are important for these papers. Alternatively, groups may also examine the global marketing strategies for an industry, or they may do a thorough analysis of the process and requirements