Course title:
International Media and Marketing
(國際媒體與行銷)
Proposed by
Lecturer: Hong-Chi Shiau (蕭宏祺),
Email: iamhongchi@gmail.com
Course description:
This course is a problem-solving-oriented marketing course designed for
graduate students enrolled in international communication program who expect to
undertake marketing assignments as part of their career paths. The focus of the course
is on the conceptual formulation of comprehensive marketing communication
strategies by North American, East Asian and European multinationals competing in
global industries. The integrated presentation of operations and policy issues is
blended with case studies that focus on the operational dynamics of global
competition, highlighting key issues emphasized in the current literature. The course
intends to bring timely coverage in various marketing issues that arise from the
acutely recessionary market environment. Upon the completion, all students are
expected to learn how marketing managers can affect other business functions for
effective corporate performance on a global basis and how to work effectively with
others for the same corporate goal.
As mentioned earlier, the course attempts to help students develop problem
solving skills in global business contexts. To help achieve this, it is taught in a lecture
and case discussion format. The lectures present key concepts in global strategic
thinking while case discussions sharpen students’ skills in analytical problem-solving
situations. While the lectures are essential to internalizing salient content knowledge
in global business, case discussions are key in developing the problem-solving and
communication skills valued so highly in management practice. Discussions of cases
are also valuable in familiarizing you with the kinds of problems typically faced by
decision makers, and all the risks and rewards involved in implementing a chosen
decision alternative, whether in the technology-driven or the service industries. It is in
such a pedagogical context, also in response to the unique nature of global
communication program at NCCU, the course is also designed to provide an
appreciation for cross-functional and interdisciplinary perspectives complementary
with their existing media-related core competency. This is because today’s global
operations increasingly require these proficiencies in managing core business
processes. For example, product development teams today include managers from
finance and engineering, even from disciplines such as anthropology and sociology, in
addition to marketing. They also include professionals from multiple national cultures,
such as German and American managers working together at Daimler Chrysler and
American, British, and German engineers working with anthropologists and
demographers on new car projects at Ford Motor Company.
Textbook:
Global Marketing, 3rd Edition by Kate Gillespie, H. David Hennessey, Publisher:
South Western (International version)
Case studies from a wide range of sources will be prepared for discussion. Based on
the number of students in the class, case studies will be selected to each student for
leading the group discussion.
Grading scheme
Country briefings 10% -- a case study warm up exercise: Select five indicators from
database and a news article from Variety, Advertising Age, Wall Street Journal (Media
and Consumption section), Economist to brief a country story revolving around media
product flows, brand strategies, advertising/integrated marketing communication
In-class case briefings 30%, come prepared, you will be paired to work on a case
assignment in a prescribed manner (Requirement will be passed on)
Attendance and Participation 20%,
Final paper: 40%, a case study shedding light on a specific academic question or
debate (globalization, branding, standardization, government control…etc.)
Schedule
A. Conceptual Foundations: Forces That Shape the Global Knowledge Economy
and Implications for Global Marketing Management
Week 1/ 916
Week 2/ 923
Introduction, Case Approach; how to do a case study
Introduction to global marketing, Global economy (Gillespie chapter
1, 2)
Week 3/ 930
Cultural and social forces (Gillespie chapter 3) Country briefing 1:
1,2,3,4,5
Week 4/1007
Country briefing 2; 6-20
Week 5/1014
Political and regulatory climate (Gillespie chapter 4)
B.
Understanding global market, identifying opportunities, formulating
strategies for market entry
Week 6/1021
Global markets (Gillespie chapter 5)
Case 1 iphone in South Korea (Team 1 presents, 10 responds)
Week 7/1028
Global competitors (Gillespie chapter 6)
Case 2 Honda in Europe (Team 2 presents, 9 responds)
Week 8/1104
Global participation and market entry (Gillespie chapter 8,9), proposal
discussion
Week 9/1111
Case study final paper’s proposal presentation
Week 10/1118 Case 3 The Simpsons, (Team 3 presents, 8 responds)
Case 4 Carrefour Entry into India, (Team 4 presents, 7
responds)
responds)
Case 5 Singapore: A Melting Pot ( Team 5 presents, Team 6
responds)
C. Formulating a Global Strategy: Developing Markets The internationalization
process, designing global strategy and value added chains, global product/market
portfolios, marketing in developed vs. developing countries, estimating foreign market
potential, modes of foreign entry, exporting, contractual, and investment involvement
modes.
Week 11/1125 Global market entry (Gillespie chapter 9) Case 6 Guest-tek
Interactive Entertainment: International Sales (Team 6
presents, Team 5 responds)
Week 12/1202 Global product strategies (Gillespie chapter 10) Case 7 AGT, Inc.
(Team 7 presents; Team 3 responds)
Week 13/1209 Global strategies for services, brands, and social marketing (Gillespie
chapter 11) Case 8 Shanghai Tang: The first global Chinese luxury
brand? (Team 8 presents; Team 2 responds)
Week 14/1206 Global promotion strategies(Gillespie chapter 14) Case 9, IKEA:
furniture retailer to the world (Team 9 presents; Team 2
responds)
Week 15/1223 Managing global advertising (Gillespie chapter 15)
Advertising and media, In Global marketing and advertising:
understanding cultural paradoxes. Marieke de Mooij (2005)
p135-162. Case 10: Yuhan-Kimberly: “Keep Korea green”(Team 10
presents; Team 1 responds)
Week 16/1230 Final paper presentation 1 (1-10)
Week 17/0106
Final paper presentation 2 (Final exam week) (11-20)
Week 18
No class (election)
Given that you may not know each other, I have helped assign
group for you. Your number is on the enrollment list.
Group team assignment
Team 1: 1, 20; Team 2: 2, 19; Team 3: 3, 18;
Team 4: 4, 17; Team 5: 5, 16; Team 6: 6, 15;
Team 7: 7, 14; Team 8: 8, 13; Team 9: 9, 12
Team 10: 10, 11