Download INTERNATIONAL MARKETING Autumn 2012 General Information

INTERNATIONAL MARKETING
Autumn 2012
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General Information
Instructor: Dr. Fengyan Cai (Cindy)
Office:
Room 116, Building 4, 535 Fa Hua Zhen Road.
Phone:
52301579
Cell Phone: 18621377271
Email:
[email protected]
Course Description
This course examines the study of marketing in a global context with specific emphasis
on the strategic implications of marketing in different country cultures. Included are the
global marketing environment and the competitive challenges and opportunities
confronting today's international marketers, the cultural environment of global marketing,
the assessment of global market opportunities and the development of global marketing
strategies. Main course objectives include:
1. An emphasis on understanding, application and generalization;
2. A balanced learning experience of practical application and fundamental
concepts;
3. Discussion of the issues pertaining to product, price, promotion and
distribution decisions in the international context;
4. Key issues in globalization;
5. A stimulated appreciation for cultural adaptation in marketing programs.
Course Materials and Resources
Main Textbook:
1. Global Marketing（全球营销学）:
• Fourth Edition
• Authors: Warren J. Keegan & Mark C. Green
• Publisher: 中国人民大学出版社
2. Principles of Marketing : Global Edition
PM
• 14th Edition
• Authors: Philip Kotler; Gary Armstrong
• Publisher: Pearson Education
1
Reference Textbook:
1. International Marketing (国际市场营销学) IM
• 3rd Edition
• Authors: Dona-Nicoleta Lascu
• Publisher: 机械工业出版社
•
Recommended Outside Readings:
• Business Week, Fortune, Forbes, the Wall Street Journal,
and other periodicals with international content.
Method and Evaluation
Teaching and Learning Methods:
► 60-70 minutes of lecturing each week;
►10-15 minutes of video/case and discussions
► Case/commercial presentations or presentations on business visit (25-30 minutes long
for each group);
► Remainder of class (if time available) will be spent discussing group assignments
Components of Course Grade:
Individual: (60%)
Class participation
Assignments
Quiz
Group: (40%)
Term project
Proposal
Oral presentation
Written report
20%
20%
20%
5%
10%
25%
2
Overall Weekly Plan for Covering Specific Topics:
Week
Topics
1
●Course Introduction
2
●Introduction to International Marketing
3
●Economic Political & Legal Environment
4
●Cultural Environment
5
● Field Study
6
●Case Discussion
●Quiz
7
●Assessing Global Market Opportunities
●Marketing Research
8
●Developing Global Marketing Strategies: Planning and
Organization
9
●Developing Global Marketing Strategies: Developing Products
for Global Markets
12
●Communicating with the World Customers and Implementing
Global Marketing Strategies
●Building strong brands
●Developing Global Marketing
Strategies: Marketing Channels
●Developing Global Marketing Strategies: Pricing for
International Market
13
●Summary
Introduction to Project presentation
10
11
Project presentation
14
Project presentation
15
16
Project presentation
3