CMGT 556
Global Marketing Communication
Spring 2011*
Instructor: Paolo Sigismondi, MBA, PhD
E-mail: sigismon@usc.edu
COURSE DESCRIPTION
The acceleration of the phenomena of globalization is impacting business practices
worldwide across different sectors in all the phases of the value chain. Markets are becoming
more and more intertwined and it has become imperative for all entities operating in the 21st
century to analyze their consumers and their competitive landscape in global terms. The
ability to effectively do so provides a key competitive advantage in order to create, capture
and deliver value in an evolving global landscape. This course reviews the principles of
marketing in a global perspective, focusing on the decisions regarding the communications
mix. Different communication strategies are analyzed within the global – local dilemma. A
specific emphasis on the global media and entertainment landscape is provided through a
survey of the most relevant media markets.
COURSE GOAL
The goal of the course is to provide participants interested in careers in the communications
industry analytical tools to identify the challenges and opportunities in the global marketplace.
The analysis draws on relevant interdisciplinary theoretical frameworks as well as practical
applications from case studies to bridge the gap between theory and practice utilizing lectures,
articles, and industry reports.
REQUIRED TEXTS
Keegan, W. J. & Green, M. C. (2011). Global Marketing (6th edition). Prentice Hall. GM
De Mooij, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes
(3rd edition). Sage Publications. GMA
Suggested reading:
Cooper-Chen, A. (Eds.) (2005). Global Entertainment Media: Content, Audiences, Issues.
Mahwah, NJ: Lawrence Erlbaum Associates. GEM
There may be additional short readings distributed in class or available on line.
ADA COMPLIANCE STATEMENT
Any student requesting academic accommodation based on a disability is required to register
with Disability Services and Programs (DSP) each semester. A letter of verification for
approved accommodations can be obtained from DSP. Please be sure the letter is delivered to
your instructor as early in the semester as possible. DSP is located in STU 301 and is open
8:30 a.m. – 5:00 p.m., Monday through Friday. The phone number for DSP is 213-740-0776.
ACADEMIC INTEGRITY
The Annenberg School for Communication is committed to upholding the University’s
Academic Integrity code as detailed in the Scampus guide. It is the policy of the School of
Communication to report all violations of the code. Any serious violations or pattern of
violations of the Academic Integrity Code will result in the student’s expulsion from the
Communication major or minor.
COURSE REQUIREMENTS
1. Class participation. Students are expected to make informed contributions to class
discussions and online activities, coming to class having completed all assigned
readings. There may be one-page reaction papers to the materials assigned (weeks 38), and assigned discussion leadership on specific media markets (weeks 9-12).
2. Midterm exam. There will be a take-home midterm exam, due March 3, to be turned
in via e-mail to the instructor.
3. Course project. Student will individually conduct research on a topic related to the
course. The final presentations will take place in the last two weeks of classes, and
they must include visual aids and a short paper (8-10 pages suggested).
4. Final exam. There will be a take-home final exam to be turned in via e-mail to the
instructor by 9:00 pm PST May 5.
GRADING
Requirements will be weighed as follows:
Class participation
Midterm exam
Course project
Final exam
Total
10% - 50 points
25% - 125 points
40% - 200 points
25% - 125 points
100% - 500 points
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Tentative Class Schedule
Week 1. The global marketing environment: An overview (Jan. 13)
GM: Chapter 1 – Introduction to global marketing (pp. 1-37)
Chapter 2 – The global marketing environment (pp. 38-73)
Week 2. Approaching global markets (Jan. 20)
GMA: Chapter 1 - The paradoxes in global marketing communications (pp.1-22)
Chapter 3 – Values and culture (pp. 45-66)
GM: Chapter 4 – Social and cultural environments (pp. 106-136)
Week 3. Approaching global markets (continued) (Jan. 27)
GM: Chapter 7 – Segmentation, targeting, and positioning (pp. 202 – 226)
Chapter 8 – Importing, exporting, and sourcing (pp. 236-263)
Geng, C., Tsang-sing C. & Annamma J.(2008). Consumers' attitudes toward
Marketing: A cross-cultural study of China and Canada, Journal of International Consumer
Marketing, 20(3), (pp. 81 — 93). Available at:
http://pdfserve.informaworld.com/713606_770849120_902263147.pdf
Week 4. Global market entry strategies (Feb. 3)
GM: Chapter 9 – Licensing, investment, and strategic alliances (pp. 264 – 290)
Chapter 16 – Strategic elements of competitive advantage (pp. 484-515)
Quick MBA: Global Strategy. Available at:
http://www.quickmba.com/strategy/global/
Week 5. The global marketing mix: Pricing and distribution decisions (Feb. 10)
GM: Chapter 11 – Pricing decisions (pp. 330 – 363)
Chapter 12 – Global marketing channels and physical distribution (pp. 364-397)
Week 6. The global marketing mix: Product decisions and global brands (Feb.17)
GM: Chapter 10 – Brand and product decisions in global marketing (pp. 296- 329).
GMA: Chapter 2 – Global branding (pp. 23-44)
Madupu, V. & Cooley, D. O.(2010). Cross-cultural differences in online brand
communities: An exploratory study of Indian and American online brand communities, Journal of
International Consumer Marketing, 22(4), (pp.363 — 375). Available at:
http://pdfserve.informaworld.com/650457_770849120_926577572.pdf
Week 7. The global marketing mix: Integrated communication systems (Feb. 24)
GMA: Chapter 5: Culture and consumer behavior (pp.93-130)
Chapter 6: Researching and applying cultural values (pp. 131-162)
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Chapter 7: Culture and communication (pp.163-192)
GM: Chapter 14 – Sales promotions, personal selling, special forms of marketing
communications (pp. 426-457).
Week 8. The global marketing mix: Integrated communication systems (continued)
(Mar. 3)
GM: Chapter 13 – Adverting and public relations (pp. 396-425)
GMA: Chapter 8: Culture and the media (pp. 193-216)
Chapter 9: Culture and advertising appeals (pp.217-244)
MIDTERM TAKE-HOME EXAM DUE
Week 9. Media markets: Europe (Mar. 10)
GEM: Chapter 3 - The United Kingdom. (pp. 39-58).
Chapter 4 – Germany (pp. 59-79).
Menédez Alarcón, A. V. (2010). Media representation of the European Union:
Comparing Newspaper Coverage in France, Spain, and the United Kingdom. International
Journal of Communication, 4(2010), 398-415. Available at:
http://ijoc.org/ojs/index.php/ijoc/article/view/730/416
Sigismondi, P. (2009). Global strategies in the children’s media market: The Jetix
case in Italy. Journal of Children and Media 3(2), pp. 152-165.
SPRING RECESS – NO CLASS (Mar. 17)
Week 10. Media markets: The Americas (Mar. 24)
GEM: Chapter 11 - Brazil. (pp. 183-202).
Chapter 12 - Mexico. (pp. 203-219).
Dos Santos, S. (2009). The central role of broadcast television in Brasil’s film
industry: The economic, political, and social implications of global markets and national
concentration. International Journal of Communcation, 3(2009), 695-712. Available at:
http://ijoc.org/ojs/index.php/ijoc/article/view/498/348.
Week 11. Media markets: Asia (Mar. 31)
GEM: Chapter 8 - India. (pp. 131-144)
Chapter 9 - Japan. (pp. 145-160).
Chapter 10 - China. (pp. 161-182).
Fujita, A. (2008). Mobile marketing in Japan: The acceleration of integrated
marketing communications. Journal of Integrated Marketing Communications Available at:
http://jimc.medill.northwestern.edu/JIMCWebsite/2008/MobileMarketing.pdf
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Sun, W. (2010). Mission impossible? Soft power, communication capacity, and the
globalization of Chinese media. International Journal of Communication, 4(2010), 54-72.
Available at: http://ijoc.org/ojs/index.php/ijoc/article/view/617/387
Week 12. Media markets: Africa-Middle East (Apr. 7)
GEM: Chapter 5 - Egypt. (p. 81-98)
Chapter 6 - Nigeria. (pp. 99-114).
Chapter 7 - South Africa.(pp. 115-130).
Week 13. Global competitive advantage and the digital revolution:
The digital glocalization of entertainment (Apr. 14)
GM: Chapter 15 – Global marketing and the digital revolution (pp. 458-483)
GMA: Chapter 11: From value paradox to strategy (pp. 269-288)
GEM: Chapter 13 - The Olympics (pp. 221-236).
Chapter 14: A world of “millionaires”: Global, local, and “glocal”, (pp. 237251).
Ghemawat, P. (2001). Distance still matters: The hard reality of global expansion.
Harvard Business Review.
Week 14. Project presentations (Apr. 21)
Week 15. Project presentations (Apr. 28)
* This is last semester’s syllabus (CMGT 599), to be updated by August 2011
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