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WINONA STATE UNIVERSITY
PROPOSAL FOR NEW COURSES
Department _____Marketing______________________________________
Date _____March 10, 2009___________________
Refer to Regulation 3-4, Policy for Changing the Curriculum, for complete information on submitting proposals for curricular
changes.
105
Course No.
Marketing in a Global Society
Course Title
This proposal is for a(n)
__xx____ Undergraduate Course
______ Minor
_____ Required
_____ Elective
3
Credits
______ Graduate Course
Applies to:
______ Major
_____ Required
_____ Elective
Prerequisites
none__________________________________________________________________________________
Grading method __xx____ Grade only
__xx___ University Studies*
______ P/NC only
____ Not for USP
______ Grade and P/NC Option
Frequency of offering: 2 - 3 x year
*For University Studies Program course approval, the form Proposal for University Studies Courses must also be completed
and submitted according to the instructions on that form.
Provide the following information:
A.
Course Description
1. Catalog description.
2. Course outline of the major topics and subtopics (minimum of two-level outline).
3.a Instructional delivery methods utilized: (Please check all that apply).
Lecture:
Auditorium
Lecture:
Classroom xxxx
ITV
Online
Service
Learning
Travel
Study
Web
Enhanced
Laboratory
Web Supplemented
Internship/Practicum
Other: (Please indicate)
3.b. MnSCU Course media codes: (Please check all that apply).
B.
C.
None: xxx
3. Internet
6. Independent Study
1. Satellite
4. ITV Sending
7. Taped
2. CD Rom
5. Broadcast TV
8. ITV Receiving
9. Web
Enhanced
10. Web
Supplemented
4. Course requirements (papers, lab work, projects, etc.) and means of evaluation.
5. Course materials (textbook(s), articles, etc.).
6. Assessment of Outcomes
7. List of references.
Rationale
1. Statement of the major focus and objectives of the course.
2. Specify how this new course contributes to the departmental curriculum.
3. Indicate any course(s) which may be dropped if this course is approved.
Impact of this Course on other Departments, Programs, Majors, or Minors
1. Does this course increase or decrease the total credits required by a major or minor of any other department? If so,
which department(s)?
2. Attach letter(s) of understanding from impacted department(s).
Department Contact Person for this Proposal:
Marianne Collins
Name (please print)
5196
Phone
[email protected]
e-mail address
Proposal for New Course
MKTG 105 – Marketing in a Global Society
A. Course Description
1.
Catalog Course Description
An introduction to key marketing concepts within the context of current and emerging global issues.
This course is designed to expose students to the impact of cultural, economic and political
environments on the global marketplace and to explore the ethical and social responsibilities of
marketing managers in this dynamic era of globalization. Topics include the importance of crosscultural understanding, global linkages, emerging markets and fair trade practices.
2.
Course outline
a. Overview of marketing in a global society
i. Introduction to course
ii. Marketing definition
1. Marketing management philosophies
a. Production orientation
b. Marketing orientation
c. Social marketing orientation
2. Importance of marketing
iii. Micro – macro dilemma
1. Micro–marketing
a. Organizational activities designed to meet customer needs
b. Cultural impact on marketing
2. Macro-marketing
a. Social process directing producer to consumers
b. Marketing impact on cultures
3. Social consequences of conflicts within the marketing system
iv. Factors driving globalization
b. Social responsibility and ethics in the global marketing environment
i. Ethical issues
1. Corporate social responsibility
2. Ethical decision making
3. Fair trading practices
4. Cultural ‘imperialism’
ii. Labor issues
1. Child labor
2. Human rights
3. Sweatshops
iii. Environmental issues
1. Green marketing
2. Sustainability
3. Environmental impact on emerging economies
c. Legal and political issues
i. Trade barriers
1. Marketing and regulatory requirements
ii. International economic communities
iii. Political environments and market risks
d. Developing marketing strategies
i. Strategic market planning
1. Defining the business mission
2. Evaluating the external environment
3. Setting organizational objectives
ii. Marketing planning
1. Situational analysis
2. Setting marketing objectives
3. Developing marketing strategies
iii. The marketing mix - product, place, promotion and price
e. Understanding consumer behavior
i. The consumer decision-making process
a. Need recognition
b. Evaluation of alternatives
ii. Factors influencing the consumer decision process
1. Psychological factors
a. Materialism
b. Over - consumption
2. Social and cultural influences
3. Situational factors
iii. Global cultural behavior and buying behavior
1. Quality of life measures
2. Cross-cultural comparisons
3. Culture and the marketing mix
4. Influence of values, beliefs and customs
f. Global marketing
i. The evolution of global marketing
ii. Analyzing the global marketplace
1. The economic environment
2. The competitive environment
3. The technological environment
4. The political and legal environment
iii. Cultural dynamics in assessing global markets
1. Adaptation
2. Localization
3. Standardization
iv. Global market entry strategies
v. Emerging markets
1. “BRIC” – Brazil, Russia, India and China
2. Regional trading blocs
g. Targeting the marketplace
i. Segmentation
1. Bases for segmenting markets
2. Evaluating market segments
ii. Choosing a target market
iii. Developing a positioning strategy
iv. Competitive structure
v. The challenges of emerging markets
1. The disenfranchised global markets
2. Disparate standards of living
h. The marketing mix in the global economy
i. Global products and global brands
ii. Retailing and e-commerce in global markets
iii. Communications and advertising on the world stage
iv. Pricing in global markets
3. Instructional delivery methods
A number of techniques will be utilized to engage the student in the learning environment. In
addition to readings, discussion and class lectures, the course will involve learning activities, films,
quizzes and exams on global marketing topics. The text will be a customized text containing several
chapters on basic marketing concept, including definition of the marketing concept, strategic
marketing planning, the marketing mix and consumer behavior in the global marketplace. In
addition, there will be readings on specific ethical issues regarding globalization, including the
backlash against the growing economic and cultural reach of multinationals, as well as the labor and
environmental issues surrounding free trade.
4.
Course requirements and means of evaluation
Course requirements will involve both individual and team efforts, including research presentations,
quizzes, exams and a number of in-class exercises, as follows:
Exams (4 @ 15% each)
Research projects
Class contribution and quizzes
60%
20%
20%
Exams (60%)
There will be 3 regular exams consisting of multiple choice, true/false and/or short answer questions,
as well as a cumulative final exam. Each exam will be weighted equally. Exams will cover assigned
readings, films, class discussions and lecture.
Research Projects (20%)
Each student will work in teams of two and conduct a research project on an approved topic having
to do with the impact of marketing on our global society. The research project will be on any topic
related to marketing concepts, ethical issues or any of the topics which were discussed during the
semester (fair trade, country specific marketing opportunities, global branding, similarities or
differences in international marketing, etc.) Students will be expected to prepare and present a
PowerPoint presentation in class of approximately 8 – 10 minutes in length, with both students
presenting.
In-class (20%)
A student’s grade will also be based on in-class discussions, attendance, assignments and quizzes. In
addition, one research diary entry on topics that represent an example of a concept that was covered
in class will be required.
5.
Course materials
Customized text to include chapters from:
a. Arnold, D. 2004. The Mirage of Global Markets. Pearson Education, Saddle River, New
Jersey.
b. Solomon, M., Marshall, G. and Stuart, E. 2009. Real People, Real Choices, Marketing 6E.
Prentice Hall, Saddle River, New Jersey.
c. Usunier, J-C. and Lee, J. 2005. Marketing across Cultures, Fourth Edition. Pearson Education,
Saddle River, New Jersey.
6.
Bibliography
A Killer Bargain. T. Heinemann (dir). California Newsreel, 2006.
Arnold, D. 2004. The Mirage of Global Markets. Pearson Education, Saddle River, New Jersey.
Baron, D. 2010. Business and the Environment, Sixth Edition. Pearson Education, Saddle River, New
Jersey.
Cola Wars, Message in a Bottle. Films for the Humanities & Sciences, 2004.
Cross-cultural Communication: How Culture Affects Communication. Insight Media, 2005.
Ethical Markets: Growing the Green Economy. Films for the Humanities & Sciences, 2007.
Friedman, T. 1999. The Lexus and the Olive Tree. Farrar, Straus and Giroux, New York.
Friedman, T. 2006. The World is Flat, A Brief History of the Twenty-first Century. Farrar, Straus and
Giroux, New York.
Klein, N. 2002. No Logo: No Space, No Choice, No Jobs. Picador USA, New York.
Kotabe, M. and Helsen, K. 2008. Global Marketing Management, Fourth Edition. John Wiley & Sons,
New York.
Mahajan, V. and Kamini, B. 2006. The 86% Solution, How to Succeed in the Biggest Market
Opportunity of the 21st Century. Wharton School Publishing, University of Pennsylvania.
Solomon, M., Marshall, G. and Stuart, E. 2009. Real People, Real Choices, Marketing 6E. Prentice Hall,
Saddle River, New Jersey.
Usunier, J-C. and Lee, J. 2005. Marketing across Cultures, Fourth Edition. Pearson Education, Saddle
River, New Jersey.
B. Rationale for new course
1.
Focus and objectives of the course
The basic objectives of this course are:
- To enable students to understand the importance of global markets, connectivity and
global exchange;
- To enhance students’ sensitivity to the economic, social, cultural and political factors
impacting global marketing;
- To become aware of the unique challenges of the global marketplace;
- To explore the ethical ramifications of global marketing decisions.
- To develop a better understanding of key environmental and cultural differences across
global markets; and
- For students to be develop an understanding of the basic concepts of marketing within this
context.
2.
Contribution to departmental curriculum
This course will provide undeclared students with an exposure to global marketing issues. It will
provide newly declared marketing majors and other business majors with an exposure to the social
and cultural issues they must grapple with as responsible decision makers.
3.
Courses which may be dropped, if this course is implemented.
Marketing and Society (MKTG 100) will be dropped in place of this course. Marketing and Society
was part of the University Studies program.
C. Statement of Impact
1. Impact on other departments, programs, majors or minors
This course will be a University Studies course and will not be required by any program. Neither will
it require any pre-requisites or serve as a pre-requisite. Therefore, it will have no impact on other
departments, programs, majors or minors.
2. Change total credits for a major or minor?
None.
3.
Notification of impacted departments
N/A.
WINONA STATE UNIVERSITY
PROPOSAL FOR UNIVERSITY STUDIES COURSES
Department: Marketing
Date: March 6, 2009
105
Course No.
Marketing in a Global Society
Course Name
This proposal is for a(n)
____xx__ Undergraduate Course
Applies to:
______ Major
_____ Required
_____ Elective
3
Credits
______ Minor
_____ Required
_____ Elective
University Studies (A course may be approved to satisfy only one set of outcomes.):
Course Requirements:
Basic Skills:
Arts & Science Core:
Unity and Diversity:
_____ 1. College Reading and Writing
_____ 1. Humanities
_____ 1. Critical Analysis
_____ 2. Oral Communication
_____ 2. Natural Science
_____ 2. Science and Social Policy
_____ 3. Mathematics
_____ 3. Social Science
___xx__ 3. a. Global Perspectives
_____ 4. Physical Development & Wellness
_____ 4. Fine & Performing Arts
_____ b. Multicultural Perspectives
_____ 4. a. Contemporary Citizenship
_____ b. Democratic Institutions
Flagged Courses:
_____ 1. Writing
_____ 2. Oral Communication
_____ 3. a. Mathematics/Statistics
_____ b. Critical Analysis
Prerequisites: none
Provide the following information (attach materials to this proposal):
Please see “Directions for the Department” on previous page for material to be submitted.
Attach a University Studies Approval Form.
Department Contact Person for this Proposal:
Marianne Collins
Name (please print)
5196
Phone
[email protected]
e-mail address
[Revised 9-05]
University Studies Specified Outcomes
Global Perspectives
MKTG 105 – Marketing in a Global Society
a. Understand the role of the world citizen and the responsibility world citizens share for their
common global future.
This course provides students an introductory overview of marketing concepts within context of
current and emerging global issues. It is designed to expose students to the impact of social, cultural,
economic and political environments on the global marketplace and to explore the societal
responsibilities of marketing managers in this dynamic era of globalization. Students will study the
ethical ramifications of global marketing decisions and how these actions can change local cultures
for both the good and the bad. Students should develop a better understanding of key environmental
and cultural differences across global markets, and the dependent and independent variables that
affect both the cultural impact on marketing and marketing’s impact on cultures around the world.
Key to these global opportunities is an understanding of consumer similarities and differences,
acknowledging those attributes we have in common and developing a respect and tolerance of our
diversity, and how these factors influence marketing decisions. Global trade has transcended
national and political borders, while also requiring adaptation of global marketing activities to local
conditions. Our global future is firmly grounded in this convergence of markets, culture and society,
and in an understanding of our connectivity through global exchange. In addition, as socially
responsible world citizens, it is imperative to develop and hone our global orientation in order to
explore the challenges of both market globalization and the potential backlash of the growing market
influence of multinational corporations.
b. Describe and analyze social, economic, political, spiritual or environmental elements that influence
the relations between living beings and their environments or between societies.
This course focuses on the linkages within marketing activities across the global marketplace. The
emphasis will be on the perception of ‘globalization’ efforts and the nature of these marketing efforts
within the broader societal issues of production and consumption, the impact of global brands and
specifically, the issues associated with free and fair trade, sustainability and green marketing and
human rights issues in the global marektplace . We will examine how these factors influence
marketing and how they impact local culture and society and that of the multinational corporation.
c. Identify and analyze specific global issues, illustrating the social, economic, political, spiritual or
environmental differences that may affect their resolution.
We will explore the economic, cultural and ethical conflicts facing multinational corporations in their
marketing strategies, including cross-nationalism, and what some perceive as ‘corporate
imperialism’. Great emphasis will be placed on the ramifications of free trade practices, including the
ethical concerns of balancing development and the environmental, labor issues and the impact on
the local culture.
Marketing in a Global Society – MKTG 105
Term, 200X
Section 01: Course ID # 00000
Time/Day: M/W/F
Classroom: Somsen xxx
Instructor: Marianne Luppold Collins Office: Somsen 109A
Email: [email protected] Office Telephone: 457-5196
Required Texts:
Customized text to include chapters from:
Arnold, D. 2004. The Mirage of Global Markets. Pearson Education, Saddle River, New Jersey.
Friedman, T. 1999. The Lexus and the Olive Tree. Farrar, Straus and Giroux, New York.
Friedman, T. 2006. The World is Flat, A Brief History of the Twenty-first Century. Farrar, Straus and
Giroux, New York.
Solomon, M., Marshall, G. and Stuart, E. 2009. Real People, Real Choices, Marketing 6E. Prentice Hall,
Saddle River, New Jersey.
Usunier, J-C. and Lee, J. 2005. Marketing across Cultures, Fourth Edition. Pearson Education, Saddle
River, New Jersey.
The primary objective of this course is to provide an introduction to key marketing concepts within the
context of current and emerging global issues. This course is designed to expose students to the impact of
cultural, economic and political environments on the global marketplace and to explore the societal
responsibilities of marketing managers in this dynamic era of globalization. We will study the ethical
ramifications of global marketing decisions and how these actions can change local cultures for both the good
and the bad.
Students should develop a better understanding of key environmental and cultural differences across global
markets. Topics include the social marketing concept, cultural diversity, the importance of cross-cultural
understanding, global linkages, labor issues, environmental impacts, sustainability, emerging markets and fair
trade practices.
Class time will be spent on concept discussions, learning activities, films, lectures, quizzes and exams.
Calendar
Date
Topics
Assignments
Week 1
Course Introduction and
Marketing Overview
Real People, Real Choices – Chapter 1 and 2
Week 2
Marketing Concept and Social
Responsibility and Ethics
Ethical Markets: Growing the Green Economy,
Films for the Humanities & Sciences
Date
Week 3
Topics
Political and Legal Environment
of the Global Marketplace
Assignments
The Lexus and the Oliver Tree – Chapter 10
Real People, Real Choices – Chapter 3
Week 4
Segmentation and Positioning
Real People, Real Choices – Chapter 7
No Logo, Media Education Foundation
Week 5
Target Marketing
EXAM 1 on (date)
The Mirage of Global Markets – Chapter 1
Week 6
Buyer Behavior
Real People, Real Choices – Chapter 4
Week 7
Evaluating Opportunities in a
Changing Global Market
Marketing Across Cultures – Chapter 1
Week 8
The Global Marketplace
The World is Flat – Chapter 2
Global Markets, Coast Learning
Week 9
Emerging Economies: BRIC
EXAM 2 on (date)
The World is Flat – Chapter 13
Week 10
Culture and the Marketing Mix
Marketing Across Cultures – Chapter 2
Week 11
Marketing Mix: Product
Marketing Across Cultures – Chapter 9
Cola Wars, Message in a Bottle, Films for the
Humanities & Sciences
Week 12
Marketing Mix: Place
Marketing Across Cultures – Chapter 12
A Killer Bargain, California Newsreel
Week 13
Marketing Mix: Price
Marketing Across Cultures – Chapter 11
Is Wal-Mart Good for America?, WGBH Educational
Foundation
Week 14
Marketing Mix: Promotion
EXAM 3 on (date)
Marketing Across Cultures – Chapter 14
Cross-cultural Communication: How Culture Affects
Communication, Insight Media
Week 15
Presentations
Research projects
Course grade is based on exams, quizzes, research projects, assignments and class participation, as follows:
Exams (4 @ 15% each)
Research projects
Class contribution and quizzes
60%
20%
20%
Exams (60%)
There will be 3 regular exams and a cumulative final exam consisting of multiple choice, true/false and/or
short answer questions, which will represent 60% of your grade. Each exam will be weighted equally. Exams
will cover assigned readings, films, class discussions and lecture.
Research Projects (20%)
You will work in teams of two and conduct a research project on an approved topic having to do with the
impact of marketing within the global context. You will present the results of this project during the last few
weeks of the semester. Your research project will be on any topic related to global marketing concepts,
ethical issues or any of the topics which we have discussed during the semester (fair trade, country specific
marketing opportunities, global branding, similarities or differences in international marketing, etc.) You will
be expected to prepare and present a PowerPoint presentation in class of approximately 8 – 10 minutes in
length, with both students presenting.
In-class (20%)
Your grade will also be based on in-class discussions, attendance, assignments and quizzes. In addition, you
will be required to submit one research diary entry on topics that represent an example of a concept that was
covered in class. You will locate and analyze a current news article (not an advertisement) that represents
one of those concepts. Your news article and the accompanying explanation (not to exceed one page) will
include an extended explanation of the concept and a detailed discussion of how the example relates to the
concept. Title your research entry noting the concept and properly cite your article. This assignment will
periodically be used as a basis for class discussion. Each student will be responsible for this assignment only
once during the semester; the schedule will be finalized during the second week of class.