Country Case-Study Paper Assignment – Global Marketing

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As a final project, every student will write a 7-12 page paper (Times New Roman, 12-point, 1” margins, double-spaced) about a country of your choice and a company that was either successful or unsuccessful in penetrating that country’s market. Your paper should discuss the economic, political, and cultural conditions of the country. It should describe the company in question and, drawing on material covered in the course, discuss and explain the company’s strategy for and level of success and/or failure in doing business in the country in question.

  • BAU International University, Washington D.C.

    1510 H Street, NW

    Washington, DC 20005

    Tel- +1 (202) 644-7200

    Global Marketing

    EXEW 5052

    Spring 2015

    Ethan Sewall, Instructor

    [email protected]

    Course description: This course helps students understand the global marketing process and the challenges that an international marketer faces finding opportunities to grow outside the home country in the dynamic international trade environment of the 21st Century and observe and understand how cultures, history, political environments, the international legal environment, international economic arrangements, technical standards and currency movements interact with the marketing mix.

    Global Marketing will provide a foundation for marketing concepts while emphasizing the international perspective. The course links with, and draws from, a variety of other academic disciplines, including: International Business, International Economics, Business Administration, Psychology, Sociology, Law, and English. The course also uses the case method to advance students’ analytical abilities.

    Course Objectives: By the end of this course, students will be able to:

    1. Identify concrete situations that lend themselves to study, use concepts applicable to these situations, and use strategies appropriate to the study of these situations;

    2. Analyze the orientation of marketing from domestic to global strategies;

    3. Respond to the different elements, values, and cultures in different countries.

    Course expectations:

    1. Attendance and participation- These are basic requirements of the course. Students are expected to be punctual. A maximum of two unexcused absences is acceptable. Consequences for exceeding two unexcused absences are at the discretion of the instructor.

    2. Preparation- It is absolutely critical that students do all assigned readings in order to be able to participate fully in class.

    3. Assignments- Students are expected to complete all assignments and perform well on all presentations.

    4. Student conduct- Students are expected to adhere to the university’s regulations for student conduct, including requirements for academic honesty.

    This syllabus is subject to change.

    Required Text:

    Kotabe, M., and Helsen, K. (2010). Global Marketing Management. 5th Edition. John Wiley & Sons, Inc. USA.

    The textbook and other assigned readings are available in the course’s Dropbox folder.

    Course Outline and Reading Assignments:

    Session 1 (January 17)- Introductions, project discussions, current events in Global Marketing.

    Sessions 2 & 3 (January 24)- Globalization; Kotabe & Helsen, Chapter 1 (“Globalization Imperative”); Levitt, “The globalization of markets”; Cavusgil, “Measuring the potential of emerging markets: An indexing approach”

    Session 4 & 5 (February 7)- Global Marketing Environment; Kotabe & Helsen, Chapters 2 (“Global Economic Environment”) and 3 (“Financial Environment”)

    Sessions 6 & 7 (February 14)- Development of a Competitive Strategy; Kotabe & Helsen, Chapters 6 (“Global Marketing Research”), 8 (“Global Marketing Strategies”), and 18 (“Marketing Strategies for Emerging Markets”)

    Session 8 (March 7)- Development of a Competitive Strategy; Kotabe & Helsen, Chapter 9 (“Global Market Entry Strategies”); Global Marketing Strategy Development; Kotabe and Helsen, Chapter 10 (“Global Product Policy Decisions I”)

    Session 9 (March 14)- Global Marketing Strategy Development; Kotabe and Helsen, Chapters 13 (“Communicating with the World Consumer”) and 16 (“Export/Import Management”)

    Assignments and Grading:

    1. Class attendance and participation: 20%

    2. Assigned reading presentations: 30%

    3. Individual article presentation: 20%

    4. Country case-study paper: 30% (due March 22nd by midnight)

 
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