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College of Business Administration

Department of Management

Course Syllabus
Semester: Spring Academic Year: 2016/2017

Course Title: Global Marketing


Course code: 0302470
Credit Hours: 3 hours
Prerequisites: Principles of Marketing
Faculty Member:
Name Dr. Mohammad A Al-hawari
Email malhawari@sharjah.ac.ae
Contact Office 3595
Telephone.

Class Hours:
Days Time Room
RU 02:00-03:15PM

Office Hours:
Days Time Room
TBA TBA

Course Description:
The course exposes the students to marketing strategies in a global environment and helps them
examine the relationship between international buyer behaviour and the elements of the marketing
mix. It also addresses the nature and intricacies of the international marketing environment

Course Learning Outcomes


The course covers the main topics relating to the marketing function taken from an
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international/global perspective including:

The terminology typically used in International/Global Marketing


The nature and sophistication of the international/global marketing environment
The various factors on international/global marketing strategies
The various approaches and techniques used in analysing and entering global markets
International marketing strategies and programs

Alignment of Course Learning Outcomes to Program Learning Outcomes

Methods of Relationship to
Course Learning Outcomes Assessment Program Learning
Outcomes
Students who successfully complete this course will be
:able to (NQF)
formulate solutions to case studies on the Global B2
marketing Strategies in real life situations; Group Project

illustrate on how global marketing startegies may impact Mid-Term Exam A1


upon Global marketing behavior of companies Final Exam
Group Project
Analyze the decision making process in marketing for Mid-Term Exam B2
the international companies Final Exam
Group Project

Understanding the importance of opportunity analysis of Mid-Term Exam C6


a market for developing entry strategies of the company Final Exam
Group Project

Textbook
Required: Keehan , W.,& Green, M (2015) Global Marketing, Eighth Edition, Pearson
Publication,

Blackboard Resources
Students enrolled in this course will be given an access to a variety of internet resources, including
course material that will be posted on blackboard. Students are strongly advised to access course
material posted on blackboard for their learning. Course outline, power point slides, assignments,
marks, and other materials will be made available through blackboard.

Additional Useful Resources/References


Reference Books:

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1. Cateora, P., Gilly, M., and Graham. J., (2009) International Marketing. New York, NY:
Mc-Graw-Hill. Fourteenth International Edition.
2. Doole, I. and Lowe, R. (2008). International Marketing Strategy: Analysis, development
and Implementation. 5th Edition. London: Thomson Learning.
3. Ghauri, P., and Cateora, P. (2006). International Marketing. Berkshire, UK: Mc-Graw-
Hill. Second edition.

Research Journals and other periodicals

Journal of Marketing
Journal of service management
Journal of marketing research
Journal of Consumer Research
Journal of international Marketing
Journal of business Research

Electronic Resources:
http://www.hubspot.com/marketing-statistics
http://blog.marketo.com/
http://www.unmarketing.com/
http://heidicohen.com/
http//www.businessweek.com

Teaching Methods
Lectures
Discussion
Group Project
Case Studies

Skills to be developed:
This course helps students in developing the following skills:
Communication (Oral &Written): Through discussions and Exams.
Analytical: Through case analysis.
Team Work: Through group work.

Grading Scale
Item Percent Due Date
Mid-term Exam 25
3
Group term paper 20

Two Quizes 10
Final Exam 40
Classroom Engagement 5

Exams will be closed book/closed notes. Make-up exams are not given except under
very special circumstances.
The final exam will be a comprehensive

A students final grade is based on aggregated assessment and final exam results. Final evaluation
based on the following scale:

90-100 A
85-89 B+
80-84 B
75-79 C+
70-74 C
65-69 D+
60-64 D
Less than 60 F

Case study Project: The group case study project provides an opportunity to learn and to
demonstrate understanding of course materials in a creative way. Students will work in a
group of 2-4 members. Each group will be assigned a case study to analyze. Detailed
instructions about the case study analysis and presentation are outlined in Appendices.
You may choose your own groups. All members of a group will receive the same grade for
their collective work unless I am made aware of any serious free-rider problems.

Problem in Groups: Group project format help you learn how to be part of a team. It is
important then for you to work hard to make sure that your group does good work. You
are responsible for efforts to motivate other group members to do their part. Don't do all
the work by yourself; try to participate if you are shy; and try not to dominate the group if
you are not so shy. Most importantly, be a responsible group member. If members of your
group are shirking their duties then bring that to my attention early on. I will try to work
with the group to solve the problem. In the event that problems persist and a group
member is uncooperative or unduly difficult, the group may divorce that member, provided
that the problem was brought to my attention early and that real efforts were made to
solve the problem. This will cause the divorced group member to receive a zero on all
group assignments.

GUIDELINES FOR Global Marketing PROJECT


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The major assignment in the course is a team project that asks you to identify a
marketing opportunity, determine consumer reactions to this opportunity, and
develop strategic recommendations on this basis.

You will be asked to form teams of 3 or 2 students. The project requires

1. Defining a marketing Objective.

2. Once you determine your marketing objectives, determine existing information


on this subject based on a web search and other sources.

3. Interview consumers to determine their reactions to your marketing objectives.

4. Provide strategic recommendations based on your understanding of the


consumer.
The project will require

A two-page proposal interim report, to be submitted after the mid-term


exams. Submit an interim report due on 27- April. The interim report will not be
graded. It will be used for your guidance in preparing the final report.
The specs for the interim report are given below.

A final report to be submitted on 13-05-2015

The report should not exceed 10 pages.

Class presentations at the end of the term

SPECIFICATION FOR PROJECT PROPOSAL INTERIM REPORT


Define and explain

your area of opportunity and why it represents opportunity

why it was chosen.


Then provide a preliminary assessment of

the consumer needs and benefits you are focusing on

key strategic issues associated with your area of opportunity (targeting,


positioning, 4Ps)

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Assessing Oral Presentations

1- Audibility
Can you hear clearly throughout?

2- Pace
Is the pace of the speech, or flow of
ideas, too fast or too slow?

3- Fluency
Is the speech pattern fluent,
indicating familiarity with the
material and rehearsal of delivery?

4- Tone and Energy


Is there sufficient variation in tone?
Does the presenter seem
enthusiastic?

5- Eye Contact
Is the presenter making eye contact
across the audience and avoiding
becoming note-bound?

6- Body Language and Gesture


Is the presenters posture upright
and confident? Does their
movement and gesture enhance,
not distract from, what they are
saying?

7- Appropriateness to the Audience


Is the content and approach
relevant, interesting and engaging?

8- Structure and Cohesion


Was the structure clearly outlined?
Is the order logical and easy to
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follow? Is it signposted throughout?
Is the balance of various elements
effective? Is timing accurate?

9- Use of Visual Aids


Is there a suitable amount? Are
they easy to read? Do they
effectively support the oral
delivery? Does the presenter use
them competently

Rules To Be Adhered To
Students should take responsibility in their own learning.
Attendance is vitally important to student success. The university policy on class attendance
will be strictly implemented.
Students are expected to do the required readings prior to coming to class.
Students are expected to use a variety of references in their assignments (e.g., books, on-line
sources, journal articles).
Late submission of assignments will be penalized.
Students are expected to keep copies of their assignments for their own record and later
references.
Proper Referencing and Plagiarism: All submitted assignments are expected to be properly
referenced. Plagiarised assignments will be penalised. Plagiarism is the copying of another
persons ideas or expressions without appropriate acknowledgment and presenting these ideas
or forms of expression as your own. Plagiarism includes copying any material from books,
journals study notes or tapes, the web, the work of other students, or any other source
without indicating this by quotation marks or by indentation, italics or spacing and without
acknowledging that source by footnote or citation. Plagiarism also includes the use of the
work of other students as your own without acknowledgment. The College and University
regard plagiarism as an extremely serious academic offence and will impose penalties.
Assignments, reports, and any other material used for assessment purposes should be
submitted through the Blackboard Systems SafeAssign.

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Students who are late for more than 10 minutes will be allowed to sit for the class but will be
marked as absent in the attendance record.
In case of absence, students are responsible for the material covered in the missed class.
Students cannot leave the class during lecture time.
Mobile phones must be switched off during class.
No phones will be allowed during the exams.
Communicating with other students during exams will be treated as a case of cheating, and
will result in an "F" grade. Other measures may also be taken according to University rules.

Course Topics Per Week


Week Learning Topics Chapters
PART I: Understanding the Global Marketing Environment

1 Introduction to Global Marketing Ch.1


2 The Global economic Environment
Ch. 2
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3 Social and Cultural Environment Ch.4
4 Segmentation, Targeting, and positioning Ch.7
5 Global Marketing Entry Strategies Ch.9
PART II: The Development of global Marketing Strategies
6 Brand and Product Decision in Global Marketing Ch10
7 Pricing Decisions Ch. 11
8 Global Marketing Channels and Physical Distribution Ch. 12
9 Global Marketing Communication Decisions Ch. 13
10 Revision Session
11 Group Presentations
12 FINAL EXAMINATION
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Appendices

Guidelines for Case Analysis Presentation


& Project/Essay

Appendix 1 : Guidelines for Case Study Analysis and Presentation


1. Form a group
2. Choose a case
3. Research the case (seek more recent material on the case) If possible
4. Check schedule (date) of your presentation as assigned by lecturer--- The final schedule will be advised in class

IN PRESENTING THE CASE :

5. Give a brief background summary of the case (organisation) and its most recent history.
6. Outline key features of the case
7. Expose the relevant concepts that might apply to the case
8. Summarise and Conclude
9. Lead class discussion and ensure questions are addressed.
10. Use your imagination !!! Constructive HUMOUR is welcome !!!

Length: Approximately 15-20mns minutes presentation including 5-10 minutes for class questions & discussions.

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Appendix 2: Project presentation Rubric
Group Name: _______________________________________

Does Not Meet Meets Expectation Exceeds Expectation


Expectation
Structure 0 1 2
Unclear structure of the Adequate structure of Logical and highly
presentation. the presentation structured presentation
Missing contents of with clear and effective
presentation outline

Contents 0 1 2
Inadequate analysis of the Adequate analysis of the Exceptional and in-depth
key points key points analysis of the key points

Quality of
0 1 2
Slides
Small font size. Acceptable font size. Highly professional and
Too much information on Adequate information on imaginative design of the
the slides. the slides, though few slides. Large/readable
Slide background colors inconsistencies in the font size,
or wrong selection of font format. Only key point mentioned
color distracts the Few visuals included on the slides.
audience. Use of attractive and
No use of visuals relevant visuals

Delivery 0 1 2
Shows anxiety. Appears reasonably Appears very confident.
Reads from the notes or confident. Maintains very good eye
slides. Tries to speak rather contact.
No or minimum eye- than read from the notes Engages the audiences.
contact. or slides. Good time management.
Fails to generate interest. Adequate level of eye Effectively handle all the
Unable to answer contact. questions.
questions. Able to answer some of Clear & highly effective
Inadequate or unclear the questions. projection of voice.
voice projection. Adequate and somewhat
clear voice projection.

Scoring Key:
____ Exceeds expectations (7-8)
_____ Meets expectations (4-6)
_____ Does not meet expectations (equal or less than 3).

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Appendix 3: Group Project Global marketing Report Rubric
Group Name: _______________________________________

Does Not Meet Expectation Meets Expectation Exceeds Expectation

Introduction
0 1 2

Inadequate introduction Recognizable introduction Well-constructed introduction

Report boday 0 1 2

Does not relate the marketing Establish some relationship Clearly shows the
concepts discussed in the between the report and the relationships between
class marketing concepts discussed in between the report and the
the class concepts discussed in the
class

Conclusion 0 1 2

Inadequate conclusions Recognizable conclusions Well constructed and valid


conclusions

References 0 1 2

Does not provide minimum Two references are mentioned Properly referenced.
two references but improperly referenced.

Format 0 1 2

Inadequate format Adequate format Effective format

Scoring Key:

____ Exceeds expectations (9-10)

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_____ Meets expectations (5-8)

_____ Does not meet expectations (equal or less than 4).

HOW TO REFERENCE?

In-text citation

When you summarise the main ideas from someone else in your own words, you are also expected to
clearly acknowledge that someone else first wrote about the ideas you have summarised. Giving proper
references shows that you have read the appropriate literature and are well informed (Devlin 2004, p.
23).

A recommended solution to the problems that students experience is for THEM TO


CHECK on how referencing is done in Books, Journal Articles etc (Landau, Druen &
Arcuri 2002, p. 113) .

The reference list is designed to provide information to enable each source that you have cited in text to
be identified. The list should appear at the end of a work, under the heading 'References'. The references
should be listed alphabetically by the surname of the first author/editor or by the title if no author/editor is
given.

Use the APA style as follows:

Eg

Denison, D. R. (1990). Corporate culture and organizational effectiveness. John Wiley & Sons.

McCormick, M. J. (2001). Self-efficacy and leadership effectiveness: Applying social cognitive


theory to leadership. Journal of Leadership & Organizational Studies, 8(1), 22-33.

Prati, L., Douglas, C., Ferris, G. R., Ammeter, A. P., & Buckley, M. R. (2003). Emotional
intelligence, leadership effectiveness, and team outcomes. The International Journal of
Organizational Analysis, 11(1), 21-40.

Zhao, F. (2005). Exploring the synergy between entrepreneurship and innovation. International
Journal of Entrepreneurial Behavior & Research, 11(1), 25-41.

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