OAKTON COMMUNITY COLLEGE

 

GBS-235 – SECTION 0C1

 

GLOBAL MARKETING

 

FALL 2008

 

COURSE SYLLABUS

I. Course          Course             Course

    Prefix           Number            Name                           Credit:              Lecture Lab

   GBS              235-                Global  Marketing  3                      3                      0

                        0C1             

 

II. Prerequisite:

           

            GBS-101, Introduction to Global Business (formerly ITR101) or MKT-131 Principles of Marketing or consent of department chair.

 

III. Course Description:

 

            This course provides and overview of the marketing process as it applies to international marketing. It covers the concerns of the firm considering exporting as an option for increased sales and profits. For the experienced firm it presents an approach to evaluating the export marketing process and a way to reach international markets.

 

           

 

IV. Learning Objectives:

 

      At the conclusion of this course the student will be able to:

  1. Understand the fundamentals of international marketing and cultural awareness.
  2. Utilize primary & secondary research data for market segmentation, targeting and product positioning.
  3. Select an appropriate market entry strategy.
  4. Identify appropriate distribution channels..
  5. Apply the 4 Ps of marketing in an international context as a written market analysis.

.

V. Academic Integrity:

 

    Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton’s Code of Academic Conduct. This code prohibits:

 

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton’s policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Details of the Code of Academic Conduct can be found in the Student Handbook

 

 

VI. Outline of Topics:

 

  1. INTRODUCTION: Objectives; methods of instruction; grading; review of Syllabus and Assignment Calendar; review of weekly assignments; review of Term Project assignment; review of text.
  2. INTRODUCTION TO GLOBAL MARKETING: Overview of Marketing; Global Marketing; Management Orientations; Forces affecting global integration & global marketing
  3. GLOBAL MARKETING ENVIRONMENT: Overview of the World economy; Stages of market development; Balance of Payments; World trade; International finance.
  4. REGIONAL MARKET CHARACTERISTICS & PREFERENTIAL TRADE AGREEMENTS: WTO & GATT; CARICOM, Western, Central & Eastern Europe, Middle East, Africa.
  5. SOCIAL & CULTURAL ENVIRONMENTS: Society, culture & global consumer culture; High & low-context cultures; Hofstede’s Cultural Typology; Self-reference criterions & perception; Diffusion theory; Marketing implications of social & cultural environments.
  6. POLITICAL LEGAL & REGULATORY FRAMEWORK: Political environment; International Law, Avoiding legal problems, Conflict resolution; Regulatory environment.
  7. GLOBAL INFORMATION SYSTEMS AND MARKET RESEARCH: IT for global marketing; Sources of marketing information; Formal market research, HQ control of market research.
  8. SEGMENTATION, TARGETING & POSITIONING: Global market segmentation; Assessing market potential & choosing target markets; Product-marketing decisions; Target market strategy options; Concentrated global marketing, Positioning.
  9. IMPORTING, EXPORTING & SOURCING; Export selling & marketing, Organizational export activities; National policies governing trade; Tariff systems; Key export participants; Organizing for exporting in the manufacturer’s country; Organizing for exporting in the market country; Export financing and payment methods; Sourcing.
  10. GLOBAL MARKET ENTRY STRATEGIES: Licensing; Investment; Global strategic partnerships, Success factors, Partnerships in developing countries, Cooperative strategies in Japan & South Korea, Digital future; Market expansion strategies.
  11. PRODUCT & BRAND DECISIONS: Basic product & brand concepts; “Country of Origin” as brand element’ Packaging; Product warranties; Strategic alternatives in global marketing; New products in global marketing
  12. PRICING DECISIONS:  Basic pricing concepts; Global pricing objectives & strategies; Environmental influences on pricing decisions; Global pricing; Gray market goods; Dumping; Price fixing; Transfer pricing; Countertrade.
  13. GLOBAL MARKETING CHANNELS & PHYSICAL DISTRIBUTION: Channel objectives; Distribution channels; Establishing channels and working with channel intermediaries; Global retailing; Innovation in global retailing; Physical distribution, supply chains and logistics management.
  14. GLOBAL MARKETING COMMUNICATIONS I – ADVERTISING & PR: Global advertising; Ad agencies; Creating global advertising; Global media decisions; PR & publicity.
  15. GLOBAL MARKETING DECISIONS II – SALES PROMOTION; PERSONAL SELLING, SPECIAL FORMS OF MARKETING COMMUNICAION;  Sales promotion; Personal selling; Special forms of marketing communication, Direct marketing; Event sponsorship; Product placement.
  16. STRATEGIC ELEMENTS OF COMPETITIVE ADVANTAGE: Industry analysis; Competitive advantage; Global competition and national competitive advantage, Current isssues in competive advantage.
  17. LEADING, ORGANIZING & CONTROLLING THE GLOBAL MARKETING EFFORT:  Leadership; Organization; Lean production, Ethics, Corporate social responsibility, Social responosiveness in the globalizaation era.
  18. THE DIGITAL REVOLUTION & THE GLOBAL ELECTRONIC MARKETPLACE:  History of the digital revolution; Convergence; Value networks & disruptive technologies; Global e-commerce; Web site design; New products and services; Mobile commerce & wireless connectivity.

VII Methods of Instruction:

 

            This course is 100% online. As such, it is a collaborative, interactive undertaking between the instructor and the students.

 

            Each class is one week long. Classes will run Tuesdays through Mondays. Each class will consist of a reading assignment, supported by annotated Power Point slides, and interactive online threaded discussions.

 

            For the reading assignments, I would recommend reading the chapter summary first, then review the Power Points with the notes and finally read the chapter in detail in order to prepare for the chapter’s weekly online discussion.

 

            There will be two types of online discussions. The first is a weekly discussion about a topic contained in the chapter assigned for that week. The second will be a series of ongoing discussions, related the term project. 25% of your final grade is based on your participation in the threaded discussions. In order for you to earn credit for the discussions, you need to participate at least 3 times per week.

 

            Over the course of the semester, we will develop a written market analysis for a product and target market of your choice. We will use ongoing threaded discussions to build each component of the final paper. The paper will count for 50% of your final grade.

 

            There will be a take-home final at the end of the course. It will be open book, open note, but you must cite any sources you use in preparing your answers. The final will account for 25% of you grade.

 

VIII. Course Practices Required:

 

  1. Reading Assignments: extensive in text book, Power Point slides, additional outside sources for weekly discussions and term project.
  2. Writing Assignments: Weekly participation in online threaded discussions, term project and final exam.
  3. Oral Presentations: N/A online.
  4. Mathematics: Negligible
  5. Computer Use: Required for weekly online discussions, final exam and term project. Internet access required.
  6. Lab Practices: Not applicable.
  7. Field Work: Not applicable.
  8. Clinical: Not applicable.
  9. Other: None.

 

IX. Instructional Materials:

 

  1. Global Marketing (GM), 5th Edition, Keegan & Green, Pearson/Prentice Hall, 2008, ISBN: 978-0-13-175434-8.
  2. WebCT,

 

X. Methods of Evaluating Student Progress:

 

            Progress is measured equally by:

·        Online discussions: 25%

·        Term project: 50%

·        Final Exam: 25%

Each component will be graded on a full range of grades, A=4, B=3, C=2, D=1 and F=0 points. The final grade will be the average of all the components.

XI. Other Course Information:

 

  1. Attendance, meaning online participation,  is required. An unexcused absence will result in a grade of F for that week’s class participation. Should it become necessary that you miss a class for a legitimate reason, you can contact me within 48 hours of the class to make an alternative arrangement and avoid penalty.
  2. Students are expected to make arrangements with the instructor for all matters affecting their academic standing in the class, including: absences, approval of term project topics; failure to meet course deadlines as set forth in the Assignment Calendar; and incomplete grades. Plagiarism and cheating will not be tolerated. The College Catalog specifies various actions in the event of academic integrity violations.
  3. Support Services: Oakton offers a variety of learning support and tutorial services. Additionally, the instructor is available to meet with students or speak by phone.
  4. Instructor: Lawrence H. Rubly

Office: Rm 2817

Hours: By appointment

Phone: 847-295-0608

e-mail: lrubly@comcast.net

Class: Tuesdays through Mondays 24/7

 

XII. Administrative Information:

 

            Effective beginning Spring semester 2007

 

            Syllabus prepared by:/Lawrence H. Rubly                                 Date:  12/8/06

           

            Reviewed by Dept./Program Chair                                            Date:

 

            Approved by Dean                                                                   Date:

 

OAKTON COMMUNITY COLLEGE

 

ITR 235 – SECTION 0C1

 

Spring 2007

 

INSTRUCTOR:  LAWRENCE H. RUBLY

 

ASSIGNMENTS AND GRADES

 

 

This course is designed to give you a practical understanding of the broad field of international marketing. We will use a combination of readings from the text, online discussions, individual term papers and a comprehensive take-home final exam. There is a lot to cover in this course and you will need to keep pace each week. You will need to complete the reading assignments and be prepared to discuss them for each class.  Each class session will generally follow the format:

 

·        Reading assigned materials

·        Weekly online discussions

·        Ongoing online discussions of term project.

 

The textbook provides the basic framework and points of reference for the basic knowledge that you will acquire in this course. The real learning takes place, when you do something with what you read. Each week we will take a discussion question from the text and explore it in greater depth in online threaded discussions. You will get more out of the course, the more you participate in these discussions.

 

You will have an opportunity to apply what you are learning through the development and presentation of a term project. This project will count 50% toward your final grade. It should be word-processed and be in the range of 15-20 single-spaced pages in 12-point font. This total should include your footnotes and bibliography.  The Academic Integrity policy applies to the project. Documentation is critical. Plagiarism will not be tolerated. We will build the project in ongoing threaded discussions online around the 4 Ps of marketing, Product, Place, Price and Promotion as follows:

 

·        Product: Pick a product that you believe has export potential. If you have a product that you studied in ITR 101, you may build on that project in this course.  

·        Place: Pick a target market for your chosen product. This could be a single country or a geographic region. You will develop a profile for the target market in terms of its economics, demographic & cultural environments, legal & political environments, the competitive landscape and the channels of distribution.

·        Price: During this discussion you will determine an appropriate export price for your product in your chosen target market. We will examine pricing from the top down, i.e. what the market et will bear as well as from the bottom up, i.e. cost based.

·        Promotion: During this discussion you will develop a strategy to promote your product in your chosen target market in terms of industry standards and cultural mores. We will look at the mix between paid advertising and PR and the important trade shows and trade associations for your product.

 

We will use the wrap-up portion of each class to discuss your progress on the project. Chances are that if you have a question about your project, your classmates will have similar questions.

 

The last component of your grade will be a comprehensive take-home final exam. You may use the texts or external sources to support your answers, as long as you document them. You will receive the exam questions one week before the end of the term and your responses will be due the final night of class. Your exam should be word-processed.

 

Good luck this semester. Let’s get started!