Global Marketing 2011
Professor: Hui-Mei Wang 王慧美
Office: LM309-2 Classroom: BS441
gfin0007@mails.fju.edu.tw
Textbook:
Keegan & Green 2011, Global Marketing, global edition/ sixth edition,
代理)
(雙葉書局
Course Objective:
 To gain an understanding of the external environment, including the economic,
social/cultural and political/legal aspects.
 To understand the process of implementing global marketing strategies and
adapting marketing activities to specific market needs.
 To be more comfortable with learning and discussion in English.
Grading:
The grade for this course will be determined as follows:
 Group presentation
10%
 Participation
10%
 Case write-up (5%*4)
20%
 Mid term exam
 Final Group project
30%
30 %
Class Participation
 Attendance is important, absence from a case discussion requires a written
notice, email is fine.
 Try to make your point in English and in your own words.
 A little bit mandarin is allowed in this class.
Group presentation
 Present brief case introduction & answers to case discussion questions in
English, 20-25 minutes, please limit your words in slides
 Invite discussion after presentation
 Face your audience, notes are allowed …
Homework assignments
 Case write-ups should be Word processed, with 1.5 line space and 12fonts.
 Answers only. Please limit your CWs within TWO pages in English.
 There is no credit provided for an overdue write-up and, for the sake of
maintaining fairness for the class, no excuses.
Final group project
 Project as final exam (30%)
 Each group will develop an international marketing plan for a product
category and country of their choice.
 The environment analysis and marketing plan will be orally presented in class.
 Select a target country or region: Select the country your group will
enter with your product category. Assume your product category is
produced in Taiwan.
 No duplication of product categories or countries will be allowed
between groups. (it is to your advantage to submit your choice as soon
as possible).
 Each group is supposed to hand out its topics on Nov 16, 2011.
 No written report is needed for the group project.
 Instead, the group is responsible for delivering a professional presentation at
the end of the semester in English.
 Group project presentation will be held on Jan 4 & 11, 2012 as final exam.
Week
Date
Topic
Orientation
1
9/14
2
9/21
Chapter 1 Introduction to global marketing
Group list
3
9/28
Confucius Day
4
10/05
5
10/12
6
10/19
7
10/26
8
11/02
9
11/09
10
11/16
11
11/23
12
11/30
13
12/07
14
12/14
15
12/21
16
12/28
17
1/04
Chapter 2 & 3
Group 1 case 1-3 p. 70, Q1 & 2
Chapter 4
Group 2 case 3-1 p. 137 case write-up
Chapter 5
Group 3 case 4-1 p. 167 Q1 & 2
Chapter 6
Group 4 case 4-2 p. 168 case write-up
Chapter 7
Group 5 case 7-1 p. 266 Q2 & 3
mid-term exam NO CLASS
Chapter 8
Group 6 case 8-2 p. 297 Q1 & 2
Final project topic decided
Chapter 9
Group 7 case 9-1 p. 327 Q1 & 3 case write-up
Chapter 10
Group 8 case 10-2 p. 362
Chapter 11
Group 9 case 11-2 p.395 Q 2 & 3
Chapter 12
Group 10 case 12-1 p. 466 case write-up
Chapter 13
Group 11 case 13-1 p.457
Chapter 14
case 14-1p. 489 Q1 & 2,
Final project presentation
18
1/11
Final project presentation