UCLA   Anderson   School   of   Management   –   Executive   MBA   Program
Mgmt.
478,   Sect.
9,   Global   Marketing
Professor   Alexandre
Course   Overview:
This   course   is   intended   to   provide   Executive   MBA   students   with   the   ability   to   think   globally   while   analyzing   the   impact   from   cultural   issues   into   international   marketing   decisions   and   strategies.
Students   will   examine   the   challenges   of   entering   and/or   operation   in   a   foreign   market.
They   will   be   guided   through   considerations   for   decisions   regarding   international   marketing   opportunities,   development   of   international   marketing   tactics,   adaptation   of   products   and   services,   distribution   channels,   communications,   setting   marketing   goals,   and   understanding   the   international   competitive   landscape.
Students   will   be   expected   to   demonstrate   a   critical   thinking   regarding   relationships   between   culture   and   business   and   how   they   shape   marketing   decisions.
Course   Objectives:
The   objective   of   this   course   is   to   provide   an   understanding   of   international   marketing,   as   well   as   its   dynamics.
To   this   end,   the   course   will   train   you   to:
1)
2)
3)
4)
5)
6)
Understand   global   markets,
Evaluate   opportunities,
Observe   economic,   political   and   social   changes,
Connect   environmental   changes   to   markets   changes,
Understand   differences   in   marketing   in   all   cultures,   and
Understand   the   strategic   complexities   of   marketing   in   different   country   markets.
Course   Dates:
August   17 ‐ 21,   2015    2:00pm   –   5:30pm
Assignments:
Students   are   expected   to   complete   a   pre ‐ course   assignment,   and   industry   assignment   during   the   period   of   the   course   and   a   final   group   term   project   due   one   week   after   the   last   session   of   the   course.
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Pre ‐ Class   Assignment   –   individual   assignment   that   will   prepare   the   students   to   investigate   in   depth   the   attractiveness   of   a   particular   environment   for   international   business.
This   assignment   is   due   at   the   beginning   of   the   first   class.
Students   will   chose   a   country   from   a   specific   list   to   be   provided.
They   will   study   the   culture   and   different   environmental   conditions   of   that   country,   and   report   on   aspects   that   must   be   considered   for   an   international   marketing   strategy   in   that   country.

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Industry   assignment   –   individual   assignment   that   allows   the   students   to   practice   some   of   what   we   discuss   in   class   in   a   particular   industry,   and   in   a   particular   international   market.
Due   on
Thursday,   August   20 th
.

Final   project   –   Group   project   that   uses   the   first   two   assignments   as   a   base   for   the   group   to   make   strategic   decisions   about   a   possible   entry   in   an   international   market.
Grading:
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Class   participation   –   20%
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Individual   pre ‐ course   assignment   –   20%
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Individual   industry   assignment   –   20%
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Term   group   project   –   40%
Course   Schedule:
Monday,   August   17 th
–   International   Marketing   Elements
1.
We   will   discuss   the   complexities   that   an   international   environment   brings   to   traditional   marketing   strategy   elements.
Starting   from   marketing   external   and   internal   variables,   we   will   look   into   how   these   variables   change   in   their   roles   and   importance   in   an   international   marketing   context.
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Review   of   basic   marketing   variables   and   environmental   conditions

Discussion   of   international   environmental   conditions
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Understand   culture,   the   many   ways   that   it   impact   business,   and   how   to   leverage   cultural   differences
2.
Discuss   of   pre ‐ class   assignment
3.
Assign   groups   for   final   term   project
4.
Discuss   and   select   industries   for   final   term   project
5.
Q&A   about   individual   assignment
6.
Discuss   extra   credit   opportunities
Tuesday,
Research
August   18 th
–   Developing   an   International   marketing   Strategy;   Multicultural
1.
Review   of   International   Marketing   Elements
2.
In   this   session,   we   will   focus   on   assessing   international   market   opportunities.
We   will   also   study   the   depths   and   challenges   of   international   marketing   planning.
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Planning   international   entry
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Organizing   for   global   competition
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Breath   and   scope   of   international   marketing   research
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Data   collection   in   an   multicultural   research
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Data   variations
3.
Q&A   about   individual   assignment

Wednesday,   August   19 th
–   Products   and   Services
1.
Review   of   International   marketing   strategy   and   multicultural   research
2.
We   will   learn   how   to   analyze   product   and   service   components   for   adaptation.
We   will   discuss   quality   and   global   standards.
We   will   investigate   international   issues   affecting   brands.
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Quality   and   satisfaction
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Product   adaptation
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Service   adaptation
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How   products   and   services   are   impacted   by   culture
3.
Q&A   about   individual   assignment
Thursday,   August   20 th
–   Integrated   Marketing   communications
1.
Review   of   products   and   services   in   international   marketing
2.
Understand   the   very   delicate   task   of   communication   in   an   international   marketing   context.
We   will   see   some   examples   of   variations   of   messages   based   on   cultural   differences.
We   will   discuss   some   international   communications   challenges   and   the   difficult   task   of   avoiding   unintended   messages   across   cultures.
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Message   and   culture
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Creative   scope
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Linguistic   issues
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Legal   constraints
3.
Hand   in   individual   industry   assignment
4.
Discuss   final   term   project
Friday,   August   21 st
–   International   Channels   and   Pricing;   Negotiations
1.
Review   of   integrated   marketing   communications
2.
In   this   lest   session   we   will   discuss   pricing   and   distribution   characteristics   that   deserve   special   attention   in   an   international   marketing   strategy   on   the   first   half   and   discuss   cultural   implications   on   negotiations   on   the   second   half.
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Channel   of   distribution   structures   and   variations
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Alternative   middleman   choices

Factors   affecting   choice   of   channels
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Costs   of   importing/exporting

Exchange   rate   fluctuations
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Inflation/deflation
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Grey   markets

Countertrade

Negotiation   behavior   across   cultures
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Cross ‐ cultural   competence
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Language
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Non ‐ verbal   behavior

Negotiation   teams

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Differences   in   values
3.
Q&A   on   the   final   term   project