№ Topic Sum Duration (hours) Unassisted preparation for classes study) Lectures Practical training and workshops 1 Course Introduction Syllabus Overview 10 1 1 8 2 Globalization 10 1 2 7 3 Global environment 15 2 3 10 4 Global marketing research (Guest speaker from P&G) 15 2 4 9 5 Global Segmentation and Positioning 15 2 3 10 6 Global Marketing Strategies 15 2 3 10 7 Global Market Entry Strategies 15 2 2 11 8 Developing New Products for Global Market (Guest speaker from Acronis) 15 2 2 11 9 Marketing Products and Services 10 2 2 6 10 Global Pricing 10 1 2 7 11 Global Advertising 10 1 2 7 12 Global Distribution 10 1 2 7 13 Marketing Strategies for Emerging Markets 12 1 1 8 162 20 29 113 Outline of Lectures and Readings Course Introduction. Syllabus Overview Globalization Key Issues Why to study international marketing; Global Perspective and Global Mindset. Global Managers; Saturation of Domestic Markets. Emerging Markets. Global Competition. Global Cooperation. Internet Revolution; Globalization of Markets: Convergence and Divergence. Impact of Globalization. "Flattening" Of the World. From Connected To World. Benefits and Drawbacks of Marketing Globalization. Evolution of Global Marketing. Domestic Marketing. Export Marketing. International Marketing. Multinational Marketing. Global Marketing. Ethnocentric. Polycentric. Regiocentric. Geocentric.
Teaching Strategy There will be different interactive teaching methods during the course. learning, case studies, research projects, enquiry-based learning, role playing cooperative learning, critical thinking exercises, and guest lectures are the most frequently used among them. Class participation is an important part of the course as direct instruction is only 10% of all lecture time. Students are expected to read prepared texts carefully before class in order to be ready to discuss topics in question. Given the importance of class participation, it contributes 40 percent of individual grade. To see the real application of concepts, frameworks, and models is one of the main objectives of the course. Guest speakers are invited to show the real world practice of global marketing. Each speaker provides small task at the end of the workshop coming from his practice. Students are supposed to solve those tasks in small groups and send them to guest lecturer for evaluation. Students will apply marketing frameworks, models, and tools while working on team assignments, which are significant part of cooperative and project-based learning. Grading APPENDIX A TEST EXAMPLE 1. All of the following are market entry strategies except (3 points) Licensing Standardization Franchising Adaptation
8. Choose “humane” solution – 1 point max Asking someone to have a business call at 2AM every week is not humane. Team A – 3.5 points Team B – 2 points Team E – 0.3 points Team D – 5.8 points Team C – 2,5 points Propose and compare several options 0.5 out of 1 (proposed but not compared) Do not discriminate 0 out of 2 Avoids perceived un-fairness 2 out of 2 (good suggestion to alternate meeting time) Communicate and explain the decision to the team 0 out of 2 Have correct time calculations 0.5 out of 0.5 … including possible difference in day of week 0 out of 0.5 … including effects of Propose and compare several options 0 out of 1 Do not discriminate 0 out of 2 Avoids perceived un-fairness 0 out of 2 Communicate and explain the decision to the team 0 out of 2 Have correct time calculations 0.5 out of 0.5 … including possible difference in day of week 0.5 out of 0.5 … including effects of daylight saving time 0 out of 0.5 Propose and compare several options 0 out of 1 Do not discriminate 0 out of 2 Avoids perceived un-fairness 0 out of 2 Communicate and explain the decision to the team 0 out of 2 Have correct time calculations 0.3 out of 0.5 (“8- 9 a. m. in the USA” – the US has 3 time zones) … including possible difference in day of week 0 out of 0.5 (Friday 2PM in Berlin is already Saturday in Sydney) Propose and compare several options 0 out of 1 Do not discriminate 0 out of 2 Avoids perceived un-fairness 2 out of 2 (good suggestion to alternate meeting time and to have discussion within the team) Communicate and explain the decision to the team 1.8 out of 2 (UTC is confusing for most) Have correct time calculations 0.5 out of 0.5 … including possible difference in day of week 0.5 out of 0.5 Propose and compare several options 0,5 out of 1 Do not discriminate 0 out of 2 Avoids perceived un-fairness 1 out of 2 (rotate the time schedule between Communicate and explain the decision to the team 0 out of 2 Have correct time calculations 0.5 out of 0.5 … including possible difference in day of week 0 out of 0.5 … including effects of daylight saving