Global Marketing
Course Status：Compulsory
Credits：2
Total Credit Hours：36
Prerequisite：Marketing Management
Compiler/Reviser: Fang Wu
Date：2018.9
一、Course Description and Objectives
This course introduces the students the marketing principles in the context of the
emerging global environment. Topics include the environment of international
marketing, beginning international marketing activities, global strategic planning,
global market expansion, global product and brand management, global services
marketing, global pricing strategies, global logistics and supply chain management,
global promotional strategies, global marketing organization, implementation and
control.
Objectives:
1. To understand the main differences between domestic marketing and global
marketing.
2. To learn to apply the global marketing theories in real business situations.
二、 Course Outline
Lecture 1 Introduction to Global Marketing
Overview of marketing; Global marketing: What it is and what is isn’t; the
importance of global marketing; Management orientation
Lecture 2 Global Economic, Social and Cultural Environments
Economic environment; Society, culture, and global consumer culture;
High and low context cultures; Hofstede’s cultural typology; Self-reference
criterion and perception; Diffusion theory; Marketing implications of social
and cultural environments
Lecture 3
Global Information Systems and Market Research
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Global Marketing
Information technology for global marketing; Information subject agenda
and environmental scanning modes; Source of market information; Formal
marketing research
Lecture 4 Global Market Entry Strategies
Licensing;
Investment;
Global
strategic
partnerships;
Cooperative
strategies; Market expansion strategies
Lecture 5 Importing, Exporting, and Sourcing
Organizational export activities; National policies governing exports and
imports; Tariff systems; Key export participants; Organizing for exporting
in the manufacturer’s country; Organizing for exporting in the market
country; Export financing and methods of payment; Sourcing
Lecture 6
Segmentation, Targeting, and Positioning
Global market segmentation; Assessing market potential and choosing
target markets or segments; Product-market decisions; Target market
strategy options; Positioning
Lecture 7 Product and Brand Decisions
Basic product and brand concepts; Country of origin and brand element;
Packaging; Product warranties; Extend, adapt, create: Strategic alternatives
in global marketing; New product in global marketing
Lecture 8 Pricing Decisions
Basic pricing concepts; Global pricing objectives and strategies;
Environmental influences on pricing decisions; Global pricing: Three
policy alternatives; Gray market goods; Dumping; Transfer pricing
Lecture 9 Global Advertising
Integrated Marketing Communications; Four Components of Global
Advertising; Standardization vs. Adaptation.
Lecture 10 Global Marketing Channels and Physical Distribution
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Global Marketing
Channel objectives; Distribution channels: Terminology and structure;
Establishing channels and working with channel intermediaries; Global
retailing; Innovation in global retailing
Lecture 11 Global Marketing Communications Decisions
Public relations and publicity; Sales promotion; Personal selling; Special
forms of marketing communications: Direct marketing, event sponsorship,
etc.
三、 Form of Teaching
Lecture, Presentation and Discussion
四、 Assessment Method
Attendance
10%
Class Participation* and Group Leading Discussion**
40%
Final Project***
50%
Total
100%
Notes: *Class participation includes answering questions in class, interpreting
cases, your class attitudes and behavior; this part will, to a great extent, determine
your final performance.
Students who are good at this point will be marked and given extra marks for
the final evaluation. Those who do not respond to questions in class or refuse to
answer will also be marked and will suffer various extents of mark deduction (from
5% to 20%).
Meaning: You must respond to questions in class; otherwise you lose marks.
** Each group is required to lead one class discussion to answer questions
(including case questions) assigned by the instructor the week before discussion.
Failure to do so will cause a 20% deduction from the final mark.
After class discussion, the leading group is required to submit a report
containing answers to the questions discussed no later by the end of the next week of
class discussion.
Evaluation will be given by the instructor depending on how well the questions
are answered and the organization style of leading the class to discuss.
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Global Marketing
五、 Class Disciplines
1. No cell-phones!
2. No wandering within the classroom during class.
3. No eating.
4. No talking without permission.
六、 Email Format
1. Begin with “Dear Professor Wu,” or “Dear Dr. Wu,”
2. End with “Best regards”
3. Write your full name by the end of the email.
八、Textbook：
Keegan, Warren J. & Green, Mark C. (2016), Global Marketing, Prentice Hall.
Reference Books：
1． Czinkota, M. R. & Ronkainen, I. A. (2004). International Marketing, 7 Ed.
South-Western, Thomson.
2． Johansson, J. K. (2003). Global Marketing, 4 Ed. McGraw-Hill Irwin
3． Terpstra, V. & Sarathy, R. (2000). International Marketing, 8 Ed. The Dryden
Press, Thomson.
Note: The instructor reserves the right to reasonably adjust the syllabus.
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