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Ba447 * International Marketing Spring 2009 * Friday1:00-3:45pm * 206 Rasmuson Hall Dr. Ed Forrest / University of Alaska-Anchorage |
COURSE DESCRIPTION
The course addresses the planning, organizing, coordinating and controlling functions of international marketing management; including analysis of consumers and target markets, marketing research and promotion decisions applied to international markets.
OBJECTIVES
Each student should acquire the following by the end of the course:
ssion• Understanding of fundamental issues in and approaches to global marketing
• Ability to analyze global marketing situations and develop effective marketing plans & solutions
• Appreciation of culture and its impact on marketing and management
• Development of both independent & cooperative work skills for the international marketing profe
DEFINED OUTCOMES
Upon completion of this course you will have an understanding of the problems and opportunities of marketing in another countries. You will have an appreciation for research, cultural, political, legal-regulatory, pricing and distribution considerations involved in international marketing. In addition, you should become knowledgeable of the phenomena of regional economic integration, integrated marketing communication and globalization.
PREREQUISITES
BA 343 and School of Business majors must be admitted to upper-division standing
COURSE MATERIALS
Simulation Registration -- Site URL (http://www.interpretive.com) -- Intro- Powerpoint Demo
CMguide= Country Manager-Student Manual
~ Class Outline ~ Weeks 1-9 ~
| Date | Topics | Resources/Assignments |
Deliverables (% Grade) |
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Week 2 (Jan.23) |
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Read: CMguide Section 1: The Country Manager Case Section 2: Country Manager Operations |
~ ~ ~ |
| Week 3 (Jan.30) |
Country by Country Market Evaluation Macro-Environmental Scanning
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Read: CMguide Section 3: Decision-making in Country Manager Section 4: Issues in International Marketing
Supplemental Resources: |
Begin part I of your
Situation
Analysis: Conditions: -- Political & regulatory-- Economic-- Socio- Cultural--Technological
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Week 4 (Feb.6) |
Country by Country Market Evaluation Consumer Segments & Behavior Company Resources & Mindsets Advertising & Promotion |
Supplemental Resources: * Hofstede's- Cultural Dimensions & Country Profiles * Think globally manage culturally* Why global firms need local media
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Begin part II of your Situation:
Company CMguide-Appendix 3
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| Week 5 | Individual Team Meetings |
~ ~
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Drafts-
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| Week 6 (Feb.20) |
Marketing Strategy Pricing & Distribution Decisions |
Supplemental Resources: * Factors influencing the degree of international pricing strategy * Navigating Latin American Distribution Channels
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Weeks 7 & 8 (Feb.27 & Mar.6) |
Feb27:Teams
1-5 Mar6:Teams 6-10
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Written Report & Presentation of you assigned country/ competitor with supporting exhibits & data & Recommendations |
Market Reports (20% of course grade) |
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Reports & PowerPoints
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Country Analyses: |
Country Analyses: |
Competitor Reports:
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| Week 9 (Mar.13) | Spring Break | ~ ~ ~ | ~ ~ ~ |
~ Class Outline ~ Weeks 10-15 ~
| Date | Simulation | Assignment |
Deliverables (% Grade) |
| Week 10 (Mar.20) |
Begin Simulation: |
As the brand manager for a U.S.-based consumer products company- you will make decisions for entering & managing the brand effectively in six possible countries Grading of the simulation will be based on the overall quality of decision-making, learning and corrective action over time, and the team’s performance at the end of the simulation. |
Marketing Plan (25% of course grade) |
| Weeks 11-13 (Mar.27-Apr10) |
Simulation: Decision-Rounds Years 1-10 |
Individual Team Meetings (no class meetings) |
Simulation: (30% of course grade) |
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Weeks 14 & 15
(Apr.17 & 24) |
Final Papers & Presentations |
Apr17:Teams
6-10 Apr24:Teams 1-5 |
(10% of course grade)
Final Individual Paper
(15% of course grade)
-Key lessons learned about the
process & complexities of international marketing |
