Marshall School of Business Essays - Marketing, Business Economics

Marshall School of Business University of Southern California MARKETING 465 GLOBAL MARKETING MANAGEMENT Spring, 2011 Faculty: Dennis A. Schorr, Ph.D. Office: ACC 226 Phone: 740-5041 E-mail: [emailprotected] Office Hours: Mon. 3:30-5:30 P.M. or by appointment Course Objectives: The major objectives of this course are to: a) Understand the key characteristics of various country markets and how to develop marketing plans in diverse environments b) Appreciate the limitations of an ethnocentric approach to international marketing and develop a complex, global perspective on marketing c) Understand the role of marketing in a company's global strategy and learn how to develop global marketing strategies d) Develop a multidimensional, nuanced perspective on marketing standardization vs. adaptation and learn how to balance the pressures for globalization vs. localization of the various elements of the marketing mix e) Appreciate the roles of global, regional, and local brands in a company's portfolio and learn how to manage effectively each type of product or service In support of these goals, the course is divided into five major topic areas. The first topic area focuses on the opportunities and challenges of international marketing and how to assess country environmental factors that are most relevant to the management of international marketing. The second topic area concentrates on how to select markets to enter and how to develop international and global marketing strategies. The third topic area examines the similarities and differences in product markets across countries and how to develop marketing strategies for various types of products and services. The fourth topic area deals with how to develop product policy in the international context including the management of branding, positioning, product attributes, and packaging. The fifth topic area is concerned with how to develop distribution/retailing, advertising/promotional, and pricing policies in the international context including how to manage the tradeoffs of standardization vs. adaptation associated with each element of the marketing mix. Throughout the course, a variety of country markets in various regions of the world will be discussed and a variety of different types of products and services will be addressed. Class Sessions: The class sessions will focus on the understanding of major concepts, frameworks, and analytical tools used in global marketing and the application of these concepts, frameworks, and tools to the understanding of real-world situations. The textbook chapters are designed as background reading to introduce the major concepts in the field. Readings are chosen to expose you to recent trends in global marketing. Case discussions will develop your skills in applying the concepts to actual managerial situations. Assignments and exercises will also assist in developing your knowledge and competencies in the area. Class sessions will consist of lectures in which conceptual material will be clarified and of discussions of cases, readings, exercises, and concepts to allow you to practice applying the material. Before each class session, you should read the assigned textbook chapters, readings, and cases and be prepared to discuss them in class. Course Evaluation: 25% Midterm Exam 25% Final Exam 10% Class Participation 10% Group Assignment # 1 10% Group Assignment # 2 10% Group Assignment # 3 10% Group Assignment # 4 As an important part of the learning in this course comes from class, you are expected to participate actively in class sessions. The level of class discussions and how much you gain from them depend in large part on how well prepared you are for each class and how actively you take part in the discussions. Thus, your level of preparation for class sessions and participation in discussions will be factored into the final evaluation. I realize that occasionally it is not possible to attend class. You can miss up to three class sessions without it affecting your grade; however, if you miss more than three sessions, it could have an impact on your participation grade. Occasionally, I will ask groups to make informal presentations in class; these informal presentations will be factored into the participation grade. Your individual mastery of the course material will be tested in a midterm and a final examination. The exams are designed to assess your knowledge of the material covered up to that point in the course. The four group assignments should be completed in groups of 4-5 people. They are designed to give you hands-on experience developing skills relevant to global marketing. Learning in these assignments should be enhanced by interacting and discussing the material with other members of your group. Peer evaluations of each member of your group will be conducted to ensure that all members contribute equitably to the assignments. All assignments are due at the