The Australian School of Business
School of Marketing
MARK6010
GLOBAL MARKETING STRATEGIES
COURSE OUTLINE
SESSION 2, 2007
The original material prepared for this guide is copyright. Apart from fair dealing for the purposes of private study, research,
criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission.
Enquiries should be addressed to the Director, Master of Marketing, School of Marketing, UNSW.
COURSE OVERVIEW
2
1. COURSE STAFF
3
1.1 Communication with Staff
3
2. INFORMATION ABOUT THE COURSE
3
2.1 Teaching times and Locations
2.2 Units of Credit
2.3 Relationship of this course to other course offerings
2.4 Approach to learning and teaching
3
3
3
3
3. COURSE AIMS AND OUTCOMES
3
3.1 Course Aims
3.2 Student Learning Outcomes
3.3 Teaching Strategies
3
4
4
4. STUDENT RESPONSIBILITIES AND CONDUCT
4
4.1 Attendance
4.2 Keeping informed
4
4
5. LEARNING ASSESSMENT
4
5.2 Assessment Details
5.2.1 Class participation and case discussions
5.2.2 Individual Case Analysis Assignment
5.2.3 Group Assignment
5
5
7
7
6. ACADEMIC HONESTY AND PLAGIARISM
10
7. STUDENT RESOURCES
11
7.1 Course Resources
7.2 Other Resources, Support and Information
11
11
8. CONTINUAL COURSE IMPROVEMENT
11
9. COURSE SCHEDULE
12
PEER EVALUATION FORM
14
MARK6010: Global Marketing Strategy
1
COURSE OVERVIEW
W Date
Topics
Readings
1
Understanding the Global marketing
environment
 The Global economy
 Cultural, social, political and legal forces




2
23 Jul
30 Jul
Analysing Global marketing
opportunities
 Global markets and customers
 Global marketing research
Guide to Case Analysis
The Globalization of Markets
The Competitive Advantage of Nations
The New World Disorder
Distance Still Matters: The Hard Reality of
Global Expansion
 Inside the Mind of the Chinese Consumers
 Case study: Gillette Indonesia

Managing Differences: The Central
Challenge of Global Strategy
 The Hidden Challenge of Cross-Border
Negotiations
 Strategies That Fit Emerging Markets
 The Great Transition
 Case study: Vietnam Market Entry
Decisions
 How Global Brands Compete
 The Hidden Dragons
 Case study: The Global Branding of Stella
Artois
 Regional Strategies for Global Leadership
 Thriving Locally in the Global Economy
 The End of Corporate Imperialism
 Managing Multicultural Team
 Case study: Supermercados Disco:
Regional Strategy
 Saving the Internet
 The Effect of E-Commerce Drivers on
Export Marketing Strategy
 Case study: The Brand in the Hand:
Mobile Marketing at Adidas
 Serving the World‟s Poor, Profitably
 What is a Global Manager?
 Case study: Bombardier Transportation
and the Adtranz Acquisition
Case study: Mary Kay Cosmetics: Asian
Market Entry
Project: An Australian company international
market entry

3
4
5
6
7
6 Aug
13 Aug
Developing Global marketing
opportunities
 Global marketing strategies
 Global market entry strategies
Guest Lecturer: Libby Nutt, Global
Marketing Director, Casella Wines
Designing Global marketing programs 1
 Managing Global advertising
 Pricing for Global markets
20 Aug
Designing Global marketing programs 2
 Global product and service strategies
 Managing Global distribution channels
 Managing International Sales
27 Aug
E-commerce in Global Marketing
strategy
Guest Lecturer: Edwin Kuller, Ebusiness adviser, AUSTRADE
3 Sep
17 Sep
1 Oct
Managing the Global marketing effort
 Organising for Global marketing
 Planning and controlling Global
marketing
Individual Case Analysis Assignment
submission
Group Assignment submission
MARK6010: Global Marketing Strategy
2
1. COURSE STAFF
Course Coordinator:
Email address:
Telephone:
Consultation:
Dr Munib Karavdic
munib.karavdic@unsw.edu.au
0401 688 491
After lecture
Admin Contact:
Email:
Telephone:
Location:
Margot Decelis, Assitant to Head of School
m.decelis@unsw.edu.au
9385-3385
304 Goodsell Building (Quadrant building from mid August)
1.1 Communication with Staff
I am generally available to answer questions by email or telephone. If you‟re planning
to come to my office please email me first.
2. INFORMATION ABOUT THE COURSE
2.1 Teaching times and Locations
Lecture: Monday 6.00 – 9.00 pm
Venue: Pioneer International Theatre, AGSM Building (next to Gate 11 Botany Street)
2.2 Units of Credit
This course is worth 3 OC
2.3 Relationship of this course to other course offerings
It is expected that students have a good overall knowledge of the marketing area from
previous academic study.
2.4 Approach to learning and teaching
This course will utilise a range of learning and teaching approaches including lectures,
case studies, reading material, visiting speakers and video material. Active student
participation and preparation to the classes will form an important element of the
course.
3. COURSE AIMS AND OUTCOMES
3.1 Course Aims
Global Marketing Strategies is an advanced course that is focused on international
marketing strategy and operations. The main emphasis of the course is on key issues in
international marketing and managerial decision making in the complex international
market environment, while another emphasis is on marketing to major foreign markets.
First, the course will overview the international marketing environments, as well as the
theory of international trade and the global trading systems. Then, the course will
discuss firm‟s international market entry and marketing to foreign countries. Finally, the
MARK6010: Global Marketing Strategy
3
course will cover various aspects of developing and implementing global marketing
strategies and managing international marketing operations.
3.2 Student Learning Outcomes
The objectives of the course are: (a) to foster students' understanding of and sensitivity
to the unique cultural environment in which international marketing takes place; (b) to
enhance students‟ knowledge of international markets and international marketing
strategy; (c) to develop students‟ ability to make decisions in international marketing;
and (d) to prepare students for a possible career in international marketing.
3.3 Teaching Strategies
The course will integrate readings, discussions, case analysis and presentations,
assignments, and short lectures to achieve the objectives. Critical thinking and active
involvement of students in class discussions are key to achieving the course objective.
The students are expected to be fully prepared for class discussions. The students will
take turn to lead the class discussion and case analysis throughout the course. For each
class meeting several articles will be assigned. Students are expected to have read the
article before coming to the class.
4. STUDENT RESPONSIBILITIES AND CONDUCT
4.1 Attendance
Your regular and punctual attendance at lectures and seminars is expected in this course.
University regulations indicate that if students attend less than eighty per cent of
scheduled classes they may be refused final assessment.
4.2 Keeping informed
You should take note of all announcements made in lectures, tutorials or on the course
web site. From time to time, the University will send important announcements to your
university e-mail address without providing you with a paper copy. You will be
deemed to have received this information.
For information on your responsibilities regarding workload, general conduct and
behaviour, and keeping informed, please refer to the School of Marketing‟s website.
http://www2.marketing.unsw.edu.au/nps/servlet/portalservice?GI_ID=System.LoggedO
utInheritableArea&maxWnd=_Current_Policies
5. LEARNING ASSESSMENT
5.1 Formal Requirements
You must perform satisfactorily in all assessment tasks:
 achieve an average mark of at least 50; and
 gain at least 50% of the allocated marks in the assignments.
MARK6010: Global Marketing Strategy
4
5.2 Assessment Details
Assessment Component
Weighting
Date Due
Class Preparation and Participation
30%
Throughout course
Individual Assignment
Group Assignment
TOTAL
30%
40%
100%
17 September 2007
1 October 2007
These assessments are designed to test your:
 understanding of how to develop and implement Global Marketing Strategies
 ability to relate to real organisational issues and problems,
 ability to develop or critique an organisation‟s global marketing strategy or a
major component of a global marketing strategy, and
 written and presentation skills
5.2.1 Class participation and case discussions
Active preparation and participation are an important component of the Master of
Marketing program. You will be assessed on your ability to discuss intelligently and
contribute to class discussion of case studies, designated readings and questions from
the course lecturer.
Class Preparation (15%)
Because this course relies heavily on advanced conceptual articles and case materials,
extensive before class preparation and in class participation are required to ensure the
class' success. What you get from this course will depend on what you put in – not just
in terms of your reading and analysis of the articles and cases, but your willingness to
question and to seek alternate perspectives, to be clear about your own position, and to
defend your arguments.
Guide to Article Analysis. The following set of questions is provided to guide your
analysis of the readings assigned in this course.
1. What is the purpose of this article? What problem or issue does it address? Just
what is the author trying to do?
2. What are the basic assumptions/assertions/values that underlie this piece? Are
these assumptions explicit or implicit?
3. What is the basic argument/thesis? What are the major findings and
conclusions?
4. What is the nature of the evidence presented in support of the argument/thesis?
Are the conclusions well supported?
5. What problems or concerns are you left with? How does the article relate to
other articles you have read and to your own knowledge and experience? How
does it contribute to your overall understanding of global marketing strategy?
MARK6010: Global Marketing Strategy
5
Guide to Case Analysis. Preparation for a case discussion should:
1. Begin with a rapid reading of the assigned case and other materials.
2. Then, it is worthwhile to review the discussion questions provided for clues as to
what issues require special attention. Questions will be distributed either in-class
or online one week before each case discussion.
3. The next step is normally to re-read the case carefully, taking notes that sort
information, facts, and observations under a number of relevant headings. You
should try to formulate theories or hypotheses about what is going on as you
read, modifying or rejecting them as new information surfaces (e.g. "Table 2
shows that shipping costs per unit are higher for small orders, but only for longdistance shipments"). Push yourself to reach definitive conclusions before you
come to class.
4. All students should perform quantitative analyses, “crunching” whatever
numbers are available. It is also very important to provide quantitative support
wherever possible, particularly when exploring various hypotheses as to the
nature and importance of certain phenomena.
5. Finally, preparation will include notes that can be used to guide your
interventions in class discussions.
Preparation Notes
It is expected that you will make brief notes or outlines before coming to class. It is
required to prepare notes (1-2 pages) for article for at least two articles and one case
study which will be discussed in that week. You should rely on these notes when
contributing to the class discussion and submit them to lecturer at the end of the each
class discussion. Preparation notes should list your name, the date, the article discussed
that day.
Class Participation (15%)
Your overall commitment and attitude toward this course, and your daily active verbal
participation in class discussions, will be closely monitored. In grading class
participation, I will look at both the quantity and quality of your class contributions/
interventions.
With regard to quality, the dimensions that we look for include:
Relevance - does the comment bear on the subject at hand?
Causal Linkage - are the logical antecedents or consequences of a particular argument
traced out?
Responsiveness - does the comment react in an important way to what someone else
has said?
Analysis - is the reasoning employed consistent and logical?
Evidence - have data from the case, from personal experience, from general knowledge
been employed to support the assertions made?
Importance - does the contribution further our understanding of the issues at hand? Is a
connection made with other cases we have analysed?
Building on other people‟s thoughts, you may throw out your own questions, make
comments to others‟ arguments, challenge others‟ opinions, etc. Students who make no
contributions will receive no credit. Attempts to dominate class discussion rarely result
in consistent and significant contributions.
MARK6010: Global Marketing Strategy
6
Participation Cards
At the end of each class discussion, students who actively participated in the discussion
should turn in a Participation Card. These cards should list your name, the date, the case
or topic discussed that day, and a synopsis of your contributions during that day‟s
discussion. The Participation Cards will be used in combination with the lecturer‟s own
daily evaluations to determine your participation grade for the day.
5.2.2 Individual Case Analysis Assignment
Due date:
17 September 2007 by 5PM
Length:
10 pages of text (15 pages including Appendix)
Please number all pages starting from Managerial Summary.
12 point, Times New Roman (nothing smaller than 8 point font can be used)
double spacing
email to munib.karavdic@unsw.edu.au & m.decelis@unsw.edu.au
Font Size:
Spacing:
Submission:
Guidelines for Case Analysis: Mary Kay Cosmetics - Asian Market Entry, Harvard
Business School
Use guidelines explained in Group assignment below to answer the following questions:
1. Why has MKC not been as successful as Avon in penetrating international
markets?
2. What criteria should MKC use in deciding how to prioritise foreign market entry
opportunities?
3. What are the arguments for and against MKC entering (a) Japan and (b) China?
4. What marketing mix recommendations would you make to Dandurand if she
decides to enter (a) Japan and (b) China?
5.2.3 Group Assignment
Due date:
1 October 2007 by 5PM
Length:
20 pages MAXIMUM of text (30 pages MAXIMUM of the complete report)
Please number all pages starting from Managerial Summary.
12 point, Times New Roman (nothing smaller than 8 point font can be used)
double spacing
1" on all sides (top, left, bottom, and right)
email to munib.karavdic@unsw.edu.au & m.decelis@unsw.edu.au
Font Size:
Spacing:
Margins:
Submission:
Total Points for Written Report: 250 points
Project Report Guidelines
Objectives
To help students integrate the concepts learned all semester and apply them in writing an indepth marketing plan for a brand/company's entry in a foreign country. The project will also
help students develop skills to work in groups. Each group will include 4 members.
Project Description
The project will consist of three main parts: (a) Country Outlook, (b) Industry Outlook, and (c)
Brand/Company Marketing Strategy. It will be helpful if you pick the country first (based on
some preliminary analysis), then choose an industry/product category (based on some
MARK6010: Global Marketing Strategy
7
preliminary analysis). However, if you are very familiar with a particular industry or a brand
(done some previous projects) then you can start with the industry/brand and then explore which
country you would like to market your product in.
COVER PAGE
TABLE OF CONTENTS
MANAGERIAL SUMMARY (10 points)
The managerial summary should be not more than one page. This usually comes off best if you
write it last, after you know what you have to say. In this section you should briefly summarise
what your research project was and what were the interesting and useful findings. Also mention
specific recommendations that you would make using your findings.
COUNTRY OUTLOOK (60 points)
Choose a country other than Australia and an industry in that country. You can also investigate
a business idea that you may want to initiate in a foreign market. Do a detailed study of the
country. This should include information on (i) demographics (size of the population & its
growth rate, age, gender, and geographic distribution of the population; (ii) economy and
economic trends (income distribution, per capita income, key exports and imports etc); (iii)
political & legal environments (democracy or other, any restrictions on foreign companies); &
(iv) cultural & social factors relevant to your industry. Each of the four components is worth 15
points.
INDUSTRY OUTLOOK (60 points)
Study the chosen industry in the country on following aspects:
(i) Size of the market, its growth rate, and its long-term potential. (ii) Major product lines/types
to be found in the chosen market. (iii) Major consumer/business segments: If you have selected
a consumer product industry, you could segment the market in many different ways. For
example, demographics, lifestyle, benefits sought, behavioral usage rate, user status, purchase
occasion, loyalty status, buyer readiness state, & attitude toward the product. If you have
selected an industrial product, you could segment the market in various ways: end-industry,
company size, geographic location, customer, technology, user status, customer capabilities,
purchasing function organization, functional dominance, purchase policies, purchase criteria,
attitude toward risk etc. (iv) The nature of competition: Major competitors and their
approximate market shares. Their strengths and weaknesses, segments in which competitors are
strong, segments in which they are vulnerable, areas in which you may have a competitive
advantage etc. (v) Channels of distribution and their availability to a new entrant: Existing
channels used by other brands in the market and strengths and weaknesses of those channels.
Each of the five components is worth 12 points.
BRAND/COMPANY MARKETING STRATEGY (100 points)
Prepare a detailed marketing plan for entering the chosen industry in the chosen country based
on the following information:
(i) Entry strategies (e.g., exporting, licensing, joint venture) used by other recent entrants to the
market, what can be learned from these, and whether these can be copied. (3 points)
(ii) Feasibility, strengths and weaknesses of alternative modes of organizing the business:
buying needed technology vs. developing it yourself, exporting vs. manufacturing in the new
country, whether to use a joint venture, whether to acquire a company in the new country, &
listing availability of capital, labour, & material sources. Any legal restrictions that might have a
bearing on the feasibility of the proposed project. (10 points)
Based upon the above information, you should develop a marketing plan covering:
MARK6010: Global Marketing Strategy
8
(iii) Market coverage strategy: Whether the whole market is to be covered, or only specific
segments. If the latter, a list of which segments are to be sought and why. (12 points)
(iv) Strategies for reaching each segment: Please provide specific details with respect to each of
4 Ps and how these will change through the life cycle of the venture. Each of the following four
components is worth 10 points.
Product – do you recommend any changes in the product formulation/ composition and/or
product packaging and why? Which specific pack sizes and product flavours (if
applicable) you plan to offer and why?
Channels – which existing channel(s) of distribution you plan to tap into? Which channel(s) you
would like to avoid and why? Do you plan starting any new channel e.g., Pizza Hut
in hotels and if yes, why? What strategies you recommend for your product/service
if your distribution is likely to face the problems of locked-up channel & grey
market?
Price –
what pricing strategy you recommend and why? What specific prices you want to
set for different pack sizes (if applicable)? How do these prices (relative to
competition) compare with the prices in Australian market?
Promotion – how do you plan to position your product? What specific ad media you plan to use
(e.g., TV, radio, magazines etc) and why? Which specific media vehicles you plan
to use (e.g., program on TV; specific magazine) & why? What trade and consumer
promotions (e.g., in store product demo, coupons) you plan and why?
(v) Resources to be used in implementing the strategies & time table: An outline of where
needed capital, designs, manpower, production facilities will come from. 10 points
(vi) Sales, profit, & market share projections. 10 points
(vii) Control implementation 15 points
OTHER (20 points)
You must clearly list the articles and books cited, people/experts interviewed/consulted, and
secondary data used. In particular, online resources should be cited fully and properly.
Make sure your report is polished and well structured. A good strategy to follow is to keep your
paragraphs short and clear. Separate different topics by headers. The report should have a
consistent style, as if it was written by one author. Always plan ahead and leave time for editing
and proofreading. Make sure your report does not contain typos and careless errors.
Advice on working with a team:
• Start early so any problems with either the project or group members could be sorted out
early in the semester
• Divide the responsibilities pertaining to the project among group members early in the
semester. This will provide more time to each group member to complete her/his part of the
project. Further, if the group is not satisfied with the written part of any of the members,
starting early will provide another opportunity for the member to improve her/his written part
• Attend all group meetings and when you can't attend one, show responsibility and contact
group members to fill you in.
• Maintain healthy and regular interactions with each group member, so that you know if you
are meeting the expectations of other group members.
• Get a rough idea from your group members about how many points they plan to allocate to
you at the time of peer evaluations.
• It is always a good idea to complete your project at least a week or two before the deadline.
MARK6010: Global Marketing Strategy
9
6. ACADEMIC HONESTY AND PLAGIARISM
The University regards plagiarism as a form of academic misconduct, and has very
strict rules regarding plagiarism. For full information regarding policies, penalties
and information to help you avoid plagiarism see:
http://www.lc.unsw.edu.au/plagiarism/index.html
Plagiarism is the presentation of the thoughts or work of another as one’s own.* Examples
include:
 direct duplication of the thoughts or work of another, including by copying work, or
knowingly permitting it to be copied. This includes copying material, ideas or concepts
from a book, article, report or other written document (whether published or
unpublished), composition, artwork, design, drawing, circuitry, computer program or
software, web site, Internet, other electronic resource, or another person’s assignment
without appropriate acknowledgement;
 paraphrasing another person’s work with very minor changes keeping the meaning,
form and/or progression of ideas of the original;
 piecing together sections of the work of others into a new whole;
 presenting an assessment item as independent work when it has been produced in
whole or part in collusion with other people, for example, another student or a tutor;
and,
 claiming credit for a proportion a work contributed to a group assessment item that is
greater than that actually contributed.†
Submitting an assessment item that has already been submitted for academic credit
elsewhere may also be considered plagiarism.
The inclusion of the thoughts or work of another with attribution appropriate to the
academic discipline does not amount to plagiarism.
Students are reminded of their Rights and Responsibilities in respect of plagiarism, as set
out in the University Undergraduate and Postgraduate Handbooks, and are encouraged to
seek advice from academic staff whenever necessary to ensure they avoid plagiarism in all
its forms.
The Learning Centre website is the central University online resource for staff and student
information on plagiarism and academic honesty. It can be located at:
www.lc.unsw.edu.au/plagiarism
The Learning Centre also provides substantial educational written materials, workshops,
and tutorials to aid students, for example, in:



correct referencing practices;
paraphrasing, summarising, essay writing, and time management;
appropriate use of, and attribution for, a range of materials including text, images,
formulae and concepts.
Individual assistance is available on request from The Learning Centre.
Students are also reminded that careful time management is an important part of study
and one of the identified causes of plagiarism is poor time management. Students should
allow sufficient time for research, drafting, and the proper referencing of sources in
preparing all assessment items.
* Based on that proposed to the University of Newcastle by the St James Ethics Centre. Used with kind
permission from the University of Newcastle
† Adapted with kind permission from the University of Melbourne.
MARK6010: Global Marketing Strategy
10
7. STUDENT RESOURCES
7.1 Course Resources
Text Book: No specific textbook is required for this course. Students can read any
international marketing textbook (even editions published in past few years) for
background information.
Required Reading Pack: Articles published in past few years from Harvard Business
Review and other sources.
Supplemental Readings: current on-line articles about international marketing
environments.
Other (optional) recently published books/editions of potential interest:
Jean-Pierre Jeannet and H. David Hennessey, Global Marketing Strategies, (6th ed.),
Boston: Houghton Mifflin, 2006.
John Quelch and Rohit Deshpande, The Global Market: Developing a Strategy to
Manage Across Borders, San Francisco: Jossey-Bass, 2004.
Johny K. Johansson, Global Marketing: Foreign Entry, Local Marketing, and Global
Management, Boston: McGraw-Hill, 2006.
7.2 Other Resources, Support and Information
Students have found the following to be of some help in the past:

Austrade – http://www.austrade.gov.au

Austrade Country profile http://www.austrade.gov.au/Country/default.aspx

US Country Commercial Guide
o http://www.export.gov/mrktresearch/exp_mr_index.asp

Central Intelligence Agency
o https://www.cia.gov/library/publications/the-world-factbook/

US Commercial Services – http://www.export.gov/

Online International business resources–
o http://www.oneonta.edu/library/subject/intbus.html
o http://globaledge.msu.edu/resourceDesk/
8. CONTINUAL COURSE IMPROVEMENT
„Each year feedback is sought from students and other stakeholders about the courses
offered in the School and continual improvements are made based on this feedback.
UNSW's Course and Teaching Evaluation and Improvement (CATEI) Process
(http://www.ltu.unsw.edu.au/ref4-5-1_catei_process.cfm) is one of the ways in which
student evaluative feedback is gathered. Significant changes to courses and programs
within the School are communicated to subsequent cohorts of students‟.
MARK6010: Global Marketing Strategy
11
9. COURSE SCHEDULE
Class 1.
Understanding the Global marketing environment
 The Global economy
“The Globalization of Markets” by Theodore Levitt, Harvard Business Review, May-June
1983, 92-102.
 Cultural, social, political and legal forces
o “The Competitive Advantage of Nations” by Michael E. Porter, Harvard Business Review,
March- April 1990, 73-93.
o “The New World Disorder” by Nicolas Checa, John Maguire, and Jonathan Barney,
Harvard Business Review, August 2003, 71-79.
Guide to Case Study Analysis
o
Class 2.
Analysing Global marketing opportunities
 Global markets and customers
o “Distance Still Matters: The Hard Reality of Global Expansion,” by Pankaj Ghemawat,
Harvard Business Review, September 2001, 137-147.
 Global marketing research
o “Inside the Mind of the Chinese Consumers” by William McEwen, Xiaoguang Fang,
Chuanping Zhang, and Richard Burkholder, Harvard Business Review, March 2006, 68-76.
Case study: Gillette Indonesia, Harvard Business School
Class 3.
Developing Global marketing opportunities
 Global marketing strategies
“Managing Differences: The Central Challenge of Global Strategy,” by Pankaj Ghemawat,
Harvard Business Review, March 2007, 59-68.
 Global market entry strategies
o
“The Hidden Challenge of Cross-Border Negotiations” by James K. Sebenius, Harvard
Business Review, March 2002, 4-12.
o “Strategies That Fit Emerging Markets” by Tarum Khanna, Krishna G. Palepu, and Jayant
Sinha, Harvard Business Review, June 2005, 63-76.
o “The Great Transition” by Kenneth Lieberthal and Geoffrey Lieberthal, Harvard Business
Review, October 2003, 70-81.
Case study: Vietnam Market Entry Decisions, Harvard Business School
Guest Lecturer: Libby Nutt, Global Marketing Director, Casella Wines
o
Class 4.
Designing Global marketing programs 1
 Global communications strategies
 Managing Global advertising
o “How Global Brands Compete” by Douglas B. Holt, John A. Quelch, and Earl L. Taylor,
Harvard Business Review, September 2004, 69-75.
 Pricing for Global markets
o “The Hidden Dragons” by Ming Zeng and Peter J. Williamson, Harvard Business Review,
October 2003, 92-99.
Case study: The Global Branding of Stella Artois, Ivey School of Business
Class 5.
o
o
Designing Global marketing programs 2
 Global product and service strategies
“Regional Strategies for Global Leadership” by Pankaj Ghemawat, Harvard Business
Review, December 2005, 98-108.
“Thriving Locally in the Global Economy” by Rosabeth Moss Kanter, Harvard Business
Review, August 2003, 119-127.
MARK6010: Global Marketing Strategy
12
 Managing Global distribution channels
“The End of Corporate Imperialism” by C. K. Prahalad and Kenneth Lieberthal, Harvard
Business Review, August 2003, 109-117.
 Managing International Sales
o “Managing Multicultural Team” by Jeanne Brett, Kristin Behfar, and Mary C. Kern,
Harvard Business Review, November 2006, 84-91.
Case study: Supermercados Disco: Regional Strategy, Harvard Business School
o
Class 6.
o
o
E-commerce in Global marketing strategy
“Saving the Internet” by Jonathan Zittrain, Harvard Business Review, June 2007, 49-59
“The Effect of E-Commerce Drivers on Export Marketing Strategy,” by Gary Gregory
Munib Karavdic and Shaoming Zou, Journal of International Marketing, 2007, Vol 15(2).
Case study: The Brand in the Hand: Mobile Marketing at Adidas, Ivey School of
Business
Guest Lecturer: Edwin Kuller, E-business Adviser, AUSTRADE
Class 7.
Managing the Global marketing effort
 Organising for Global marketing
 Planning and controlling Global marketing
o “Serving the World‟s Poor, Profitably” by C. K. Prahalad and Allen Hammond, Harvard
Business Review, September 2002, 48-57.
o “What is a Global Manager?” by Christopher A. Bartlett and Sumantra Ghoshal, Harvard
Business Review, August 2003, 101-108.
Case study: Bombardier Transportation and the Adtranz Acquisition, Ivey School of
Business
MARK6010: Global Marketing Strategy
13
PEER EVALUATION FORM
MARK 6010, Session 2, 2007
The purpose of this form is to allow you to evaluate the relative contribution of the members of
your group to the group project. In making your evaluation, you should divide 100 points
among the members of the group, other than yourself. Thus, the total in each column should be
100.
Your name: ____________________________
Group Topic: _________________________________________________________
_________________________________________________________
_________________________________________________________
Conceptualis
ation
Team member (s) name
TOTAL
100%
Project
execution
100%
Team
work
100%
Overall
contribution
100%
Please provide brief comments on the scores you gave:
Thank you very much for your input!
MARK6010: Global Marketing Strategy
14