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COURSE SYLLABUS
Busad 129 Global Marketing MANAGEMENT
Department of Marketing
School of Economics and Business Administration
Saint Mary’s College of California
Course Number: BusAd 129
Course Title: Global Marketing Management
Instructor: J. Tomas Gomez-Arias
Course Description: An exploration of the international marketing environment and its impact on marketing practice. Topics include the benefits, risks and complexities of marketing abroad with particular emphasis on multi-cultural aspects and their implications for market entry, global competitive strategies, and formulating suitable product, promotion, pricing and distribution strategies for international markets.
Prerequisites: BUSAD 124 Marketing
Course Learning Outcomes:
At the conclusion of this course, students will be able to:
§ Understand the benefits and challenges of international marketing.
§ Analyze and evaluate international market entry strategies, including exporting, contracting, and direct investment.
§ Determine the appropriate measures of international market adaptation necessary in designing and implementing marketing programs inclusive of product, promotion distribution and pricing strategies for international markets.
§ Develop an international marketing plan in collaboration and for the mutual benefit of a local or international community organization.
§ Reflect on their experiences and express their understanding of the interconnections between their decisions and their responsibilities as marketers.
Required Topics to be Covered:
1. Global vs. local marketplaces
2. Process of regional economic integration
3. Political, economic, social, cultural and regulatory environments
4. Market research in a global context
5. Segmentation, targeting and positioning in international markets
6. Importing, exporting and sourcing
7. Market entry strategies
8. Product and branding decisions for international markets
9. Pricing across borders and currencies
10. International physical distribution and marketing channels
11. Global communications decisions
12. Online channels and social media in global markets
13. Ethical marketing decision making in cross-cultural environments
14. Social responsibility in global markets
Suggested Reading Materials - Texts and Resources:
Global Marketing, 7th Edition, Warren J. Keegan and Mark Green, Prentice Hall, ISBN-10: 0132719150, ISBN-13: 9780132719155
Assessment
§ Exam
§ International marketing plan. Students will apply the concepts in the course during the collaborative development of an international marketing plan for a partner organization in the community such as non-profit with or considering an international presence (e.g. Habitat for Humanity re-thinking its plans in Thailand) or a for-profit with a social mission (e.g. a Peruvian co-operative planning to access the US market). Students are expected to dedicate approximately 30 hours to this project
§ Reflective journal. Students will write a weekly journal documenting their progress in the development of the international marketing plan and how that is affecting their understanding of the concepts in the course and their understanding of and responsibility for the relationship between their actions and their impact on different stakeholders.