User Rating: 0 / 5
1. COURSE OBJECTIVES
This course is designed to include theories of international trade and the role of marketing across national boundaries and markets. It focuses on concepts and principles of marketing strategies in multinational organizations from market assessments, political, legal, cultural and social environment, and position of global interdependence. Undergraduate students will be asked to stay current on topics that affect or may affect international business, global companies, and their strategies. They will be also asked to conduct research on companies and their involvement in international business; assess global opportunities, consider global marketing strategies, and evaluate alternative modes of entry into global markets.
2. COURSE CONTENT
No.
Content
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, exercise,
Assignments
Self-study with teacher’s tutorials
Lecture
Practice, Seminar
1
Chapter 1: Introduction to Global Marketing
2
1
2
5.5
1,7,8,10
2
Chapter 2: The Global Marketing environment
2
1
2
5.5
1,3
3
Chapter 2: The Global Marketing environment (cont.)
2
1
1.5
5.5
1,3
4
Chapter 3: Global Marketing research
2
1
1.5
5.5
1,4,5,7,8,10
5
Chapter 3: Global Marketing research (cont.)
2
1
1.5
5.5
1,4,5,7,8,10
6
Chapter 4: Market selection and market entry strategies
2
1
1.5
5.5
1,2,3,6,7,8,10
7
Chapter 4: Market selection and market entry strategies (cont.)
2
1
1.5
5.5
1,2,3,6,7,8,10
8
Mid Term – Group Project
2
1
1.5
5.5
2,3,7,8,9,10
9
Chapter 5: Product strategies
2
1
1.5
5.5
1,6,7,8,9,10
10
Chapter 6: Pricing strategies
2
1
1.5
5.5
1,6,7,8,9,10
11
Chapter 6: Pricing strategies (cont.)
2
1
1.5
5.5
1,6,7,8,9,10
12
Chapter 7: Distribution strategies
2
1
1.5
5.5
1,6,7,8,10
13
Chapter 7: Distribution strategies (cont.)
2
1
1.5
5.5
1,6,7,8,10
14
Chapter 8: Promotion strategies
2
1
1.5
5.5
1,6,7,8,10
15
Chapter 8: Promotion strategies (cont.)
2
1
1.5
5.5
1,6,7,8,10
Total
30
15
22.5
82.5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Class attendance and “In the News” Presentation
In the News (10 pts each) – Each week selected students will be tasked with identifying an interesting story about a product/ company or marketing situation in the news that relates to the current week’s assigned reading. The assigned students will look ahead to the next class meeting and assigned reading and identify an interesting story in the news and present the article to the class at the beginning of the class section.
You may use a single or multiple news stories related to the situation or topic, identify the key issue that is being addressed, link it to the concept in the reading(s) define the concept and provide context; and explain the “Aha” or “I didn’t know that” fact or facts that makes the story interesting for all of us listeners. Be Bold – tap into our emotions and intellect. You will be called upon at the beginning of class to share your work in a 3 minute or less verbal introduction.
A hard copy of your comments, or analysis needs to be submitted to the instructor before the beginning of the class meeting.
Checking attendance at least 5 times
1,2,3,8,9,10
10%
Mid-term
Group assignment
- Group assignment includes two parts:
+ Group essay: 5-7 pages A4 (excluding Appendices)
Font: Times New Roman 12
Top, bottom, left and right margins are 2.5cm, 2.5cm, 3.5cm, 2cm respectively
1.5 lines spacing
+ Group presentation: 10-15 minutes per group (including Q&A session)
- Essay grading:
+ Clear subject matter: 2 points
+ In-depth analysis: 2 points
+ Diversified list of references: 1 point
+ Concise presentation (language): 1 point
+ Creativity: 1 point
Total: 7 points
- Presentation grading:
+ Focused and concise presentation and Q&A: 3 points
2,3,4,5,6,7,8,9,10
30%
Summative
Final exam
- Final exam will include two parts:
+ Part 1: 40 multiple choice questions
+ Part 2: 2 essay questions: Question 1 covers the first part of the course, Question 2 is about 7Ps
- Students are not allowed to use materials during the final exam.
- Grading criteria
+ Concise answers to 2 essay questions: 4 points
+ Correct answers to multiple choice questions: 6 points
Total: 10 points
1,2,10
60%
Total:
100%
*Extra credit (or bonus points for study encouragement):
- Through class participation and in-class contribution
- Students actively engage in class
- 3 in-class contributions: 1 extra point to mid-term exam, 6 in-class contributions: 1 extra point to final exam. Extra points cannot exceed 2 points for mid-term exam and 1 point for final exam.