【COURSE TITLE】
Global Marketing
【INSTRUCTOR】
姓
名：
Name:Andreas Strebinger
国
籍：
Nationality:Austria, European Union
职
称：
Title: Associate Professor
来自学校：
Institute:York University, School of Administrative Studies, Toronto, Canada
Email 地址： strebing@yorku.ca
【授课对象 STUDENTS】
Advanced Undergraduate Students
【授课语言 TEACHING LANGUAGE】
English
【先修课程 PREREQUISITES】
Basic Knowledge in Marketing and Marketing Management (Principles of Marketing)
【授课方式 METHODS OF INSTRUCTION】
Teaching, Analysis of Case Studies, Classroom Discussion
【课堂规模 CLASSROOM CAPACITY】
40
【课程考核 EVALUATION】
(1) Presence and participation 20%
(2) Assignment 25%
(2) Closed Book Final Examination 55%
【课程学分 CREDITS】
2 or 3 credits. I will fine-tune the depth of material covered in class and the
individual assignment depending on the number of credits. 3 credits would be
preferable to give a complete introduction to Global Marketing.
【教师简介 ABOUT THE INSTRUCTOR】
Dr. Andreas Strebinger is Associate Professor at the School of Administrative Studies at York
University where he teaches Introductory and Advanced Brand Management, Market Research
and International Marketing. Before joining York in 2006, Dr. Strebinger was Assistant Professor at
the Vienna University of Economics and Business (Austria, European Union). His research focuses
on brand management, particularly on domestic and international brand architecture, brand
portfolio management, brand equity, brand personality and e-branding and received numerous
awards, e.g. from the American Marketing Association, the German Brands Association, the
Austrian Advertising Research Association and Henkel Central and Eastern Europe.
He authored 4 books on brand management and country-of-origin effects, 9 articles in
peer-reviewed journals, 7 book chapters, 19 papers in refereed proceedings of conferences in
North America and Europe and edited one book as the main editor. His latest book on “Brand
Architecture” provides an in-depth discussion of scholarly research and practical experiences
regarding the pros and cons of product vs. corporate branding strategies as well as of local vs.
global branding strategies. It appeared in 2010 in its 2nd edition in the highly regarded German
Gabler Verlag. Currently, he is working on an international research project on the effects of
perceived brand globalness on brand quality and prestige image among young urban consumers
in Japan, Canada, and Europe.
Before joining York University, Prof. Strebinger was also Research Director with an Austrian Brand
Research and Consulting company and worked on various projects for large and medium-sized
organizations in Austria, Germany, The Netherlands and Switzerland, with clients in the car
industry, packaged consumer goods, utilities, telecommunication, financial services and the B2B
sector.
【课程简介 COURSE DESCRIPTION】
The course on Global Marketing covers a broad range of topics from cultural, political, legal,
technological and economic issues to strategic pricing, sales management, advertising
concepts, principles of the exporting/importing process and customs matters.
Please note that, given the large portfolio of UIBE international business and trade courses
(as per your IUPs Brochure), the final course description and the syllabus will depend on the
target audience among the students and their prior knowledge in international trade, as well
as the relation of this course vis-a-vis other courses in their curriculum.
【课程内容及教学进度 SYLLABUS】
Theory
1
Overview of the course
Part A: International Marketing: An Introduction
The Scope and Challenge of International Marketing (CPGG Ch 1)
2
Developing a Global Vision Through Marketing Research (CPGG Ch 7)
3
The Dynamic Environment of International Marketing (CPGG Ch 2)
Canada in the World: An International Marketing Perspective (CPGG Ch 3
plus Ch 5, pp. 142-144, and Chapter 17, pp. 557-561)
4
Part B: The Environment of International Marketing
Cultural Dynamics of International Markets (CPGG Ch 4 and Ch 16, pp.
506-511)
5
The Economic, Political and Technological Environments (CPGG Chapter
5, pp. 145-158, Chapter 6, pp. 166-180 and Chapter 17, pp. 536-543)
6
The International Legal Environment (Chapter 6, pp. 180-194 plus Chapter
17, pp. 543-554)
7
Part C: Assessing International Market Opportunities
Multinational Market Regions and Market Groups (CGP, Ch 8),
Emerging Markets (CGP Ch 9, pp. 272-289)
8
Part D: Developing International Marketing Strategies
Strategies for International Expansion (CPGG Ch 10)
9
The International Marketing Mix: Products and Services (CPGG Ch 11)
The International Marketing Mix: Distribution (CPGG Ch 12)
10
The International Marketing Mix: Pricing (CPGG Ch 13)
The International Marketing Mix: Integrated Marketing Communications
(CPGG Ch 14), part 1
11
The International Marketing Mix: Integrated Marketing Communications
(CPGG Ch 14), part 2
12
Part E: Managing Our Way to a Better Future for All
Chapter 15: Negotiating in International Markets
Chapter 16: Managing International Marketing: pp. 511-525
13
Final Exam
I am flexible with regards to the scheduling of the lectures such that the days and
times are convenient for the students. I suggest, though, that classes are clustered
in the first three weeks such that students have at least one week between the last
lecture and the final exam, This allows for the final exam to cover the complete
material. Also, the student can finish their assignments based on the complete
theoretical knowledge taught by me in class.
【课程教材 Textbooks】
Cateora, Philip R., Mary Gilly, John L. Graham (2012), International Marketing, 16th
edition, McGraw-Hill.
【参考读物 Reference Readings】
To be determined based on the prior knowledge of students and the role of this course
vis-a-vis other UIBE courses on International Trade and Business.