Global Marketing

Course description

The primary objective of this course is to build upon Global Marketing Perspective in
helping you develop skills and gain experience in formulating and implementing
marketing strategy with an international/global contexts . While the focus of this
course will be more developing and implementing marketing strategies, some time will
be devoted to selection of specific or current marketing issues in the global contexts.
The course materials cover both large and small firms marketing a broad range of
consumer and industrial products and services, and operating in developing and
developed country markets in all geographic regions. in the competitive situation and
how implementation really work in practices. The course provide a variety of real
cases in a global context.

You will develop a critical appreciation of the external forces that are shaping the
marketing manager’s job in the global economy ;learn when to use different product-
market entry and penetration strategies ,when to standardize or adapt marketing
programs, when to centralize or decentralize marketing decision making ; and
determine how to organize international marketing operations for maximum
effectiveness.

Process

This course will have two major pedagogical approaches

Lecturers / Discussion :

In these sessions we will focus on principles, theories, and basic application of global
marketing management .Discussion and question are strongly encouraged. We expect
that you will share your own thoughts and experiences when some of the concepts
have or have not, been applicable.

Case & Class Discussion

For all case discussions, it will be assumed that everyone has read and is prepared to
discuss the case. It’s not necessary to do any library work or bring in outside
information about the company or the industry beyond what is described in the case.
All of our discussions will be based on the assumption that we are dealing with the
problems of the company at time of the case. We will center our discussions around
the problem facings the organization in the case. The hope is to draw some general
insights about what options would be , or what actions should be taken if faced with
similar situations in the business world. Equally importantly, we will focus on the
process for making such marketing decisions in different contexts.

The Course focuses on 4 aspects :

ƒ Understanding Global Marketing Environments

ƒ Development of Competitive Strategy
ƒ Global Marketing Strategy Development
ƒ Managing Global Operation

Objective of The Course :

1. To provide students with an understanding of marketing problems in the

contexts of global world faced by managers both large and small firms.
2. Equip the students with the conceptual frameworks and analytical tools
required for managing marketing in hypercompetitive world.
3. Enhanced the students skills in applied of marketing strategy & tactics.
4. Enhanced the students skills in discussions & presentation.

Textbook :

Johansson, Johny. K; ( 2006 ); Global Marketing, Foreign Entry, Local Marketing, &
Global Management, 4th edition. McGraw-Hill International

Bartlett,Christopher A. Ghoshal, Sumantra & Birkinshaw,Julian ( 2003 ) ; Transnational

Management, Text,Cases, and reading in Cross-Border Management, 4 th edition
McGraw-Hill International.

Kotabe,Masaaki & Helsen, Kristiaan ( 2007 ); Global Marketing Manaqgement,fourth

edition, John Wiley & Son.

Quelch, John A.& Bartlett, Christopher A, ( 2006); Global Marketing Management,A

Casebook, 5th edition, Thompson Southwestern.

Reference Book :

Arnold, David ( 2004 ) : The Mirage of Global Markets, How Globalizing Companies Can
Succeed as Markets Localize, New Jersey : FT-Prentice Hall.

Cateora,Philip,R. & Graham, John L,( 2007) ; International Marketing, thirteen

edition,McGraw-Hill International.

Douglas, P. Susan and Craig, Samuel.C ( 1995 ).; Global Marketing Strategy, McGraw-
Hill International,
Ghemawat,Pankaj ( 2007 ); Redefining Global Strategy, Crossing Borders in a World
Where Differences Still Matter,Boston, Harvard Business School Publishing.

Prahalad, C.K. ( 2005 ) : The Fortune at The Bottom of Pyramid , NJ, Pearson
Education Inc.

Sull, Donald N. ( 2005 ) : Made in China , What Western Managers Can Learn From
Trailblazing Chinese Entrepreneurs , Boston, Harvard Business Pres

Zeng,Ming & Williamson,Peter J. ( 2007 ) ; Dragons at Your Door, Boston, Harvard

Business School Press.

Global Marketing

Lecturer : Roy Goni,SE.MM,CPM

Course Schedule & Topics

Meetings : Topics for Class Presentation & Discussion Reference :

:

1 The Fundamentals : Global Imperative Ch.1- 3

2 Case : Ikea Global Strategy

3 Foreign Entry Ch.4 - 6
4 Case : Toy”R”Us goes to Japan
5 Case : Illycafe ( A ) : Internalization
6 Case : AOL : International Expansion

7 Local Marketing Ch.7-10

8 Case : P&G Pert Plus : A Pan European Brand ?

9 Case : Levi Strauss Japan : Selling Jeans in Japan

10 Global Management Ch.11-18
11 Case : Honda in Europe
12 Case : Volkswagen AG Navigates China