GLOBAL STUDIES MODULE FORMAT
Ivy Tech Community College North Central- Global Studies Program
Name: Ronda Taylor
School: Ivy Tech Community College School of Business Region 8
Course Number and Title: MKTG 101 – Principles of Marketing
Module Title: Going Global
Description of the Module: This module will introduce students to the dynamics of global marketing in terms of culture, economic, and political-regulatory factors, global market entry strategies, and designing, implementing, and evaluating a global marketing program.
Educational Objectives of the Module (should constitute a minimum of 12% of the course):
1. Identify differences in certain global markets.
2. Identify global marketing strategies and compare and contrast to local marketing strategies.
3. Understand different market entry strategies and opportunities and challenges of each.
4. Create a global marketing plan for a chosen global market.
Outline of Lectures/Discussions:
1. Discuss the differences of global and local markets and marketing – cultural, political, economic, dynamics, opportunities, and challenges.
2. Discuss different global market entry strategies.
3. Students will explore ideas to implement a global marketing strategy.
Listing of Resources Used to Support the Module (readings, videos, podcasts, documentaries, etc.):
www.globalEdge.msu.edu
www.countrywatch.com
http://importexport.about.com/od/DevelopingSalesAndDistribution/a/Global-Marketing-Strategy.htm
http://miamiherald.typepad.com/the-starting-gate/2012/12/more-and-more-companies-born-to-be-global.html
http://www.dailyfinance.com/photos/american-icons-that-are-foreign-owned/#!fullscreen&slide=986022
Description of the Assignments Used to Facilitate an Understanding of the Module Objectives (writings, interviews, reflections, experiential projects or field work):
Assignment: Group Project: Going Global!
Your business is doing well in the United States and your company has decided it’s time to go global! You are the Marketing Manager and have been tasked with researching the global options and making a recommendation on where to go. You have two viable options – Latin America or Asia. For this team project, you will research each market and options for going global. You will put your findings in a final report with a recommendation of which global market to pursue.
1. Choose a company
o Marketing Motor Company (MMC) produces mid-level to high end vehicles
o Ivy Cosmetics – produces a wide range of cosmetics and skin care products.
2. Create a company description, mission statement, and at least three marketing goals (one of them should be to go global within a specified period of time). Be sure to give a US consumer profile for your company using demographics and psychographics. Also discuss the marketing mix & strategy for the current product here in the US. (2-3 pages)
3. Define and describe at least three different ways a company can enter the global market.
4. Label the countries on the provided map for both Latin America and Asia.
5. Give a general description of each global market including the differences in their market in terms of culture, politics, climate, location, corruption perceptions index (CPI), etc. compared to the US and each other.
6. Describe the initial opportunities and challenges you see with each potential market based on your product and marketing goals.
7. Based on your research, decide which global market would work best for the product you currently have. Explain why you have chosen this particular region and country for your company. Give at least three solid reasons with strong supporting evidence for each reason. Decide which entry strategy is best based on your previous research and explain why using supporting evidence.
8. Choose a country from your chosen region as your initial entry point. Complete a country profile of the chosen country using the five environmental factors. Include the CPI for this country and explain how that will affect your global strategy.
9. Based on your environmental factors, create a consumer profile using demographic and psychographics and then create your marketing mix and a marketing plan with goals, a timeline, and a method of evaluation to determine success level.
o Detail what changes you might need to make to the marketing mix to entice your new market to buy.
o Discuss the opportunities and challenges faced when entering your chosen global market.
o How can you capitalize on the opportunities?
o How can you overcome the challenges?
10. Based on your research, decide if your chosen market is the best to enter at this time and support your claim using factual information from your research and make a final recommendation to your boss.
Write your 7-10 page report in APA format and using proper topic headings. Be sure to include your references (at least six) and a cover page. Your report should also include an appendix for your maps (not included in the page count) and graphs and/or charts within your paper to illustrate certain information. You will also create a PowerPoint presentation summarizing your research, findings, and recommendations. This group assignment is worth 200 points – 150 for the report and 50 for the presentation.
Your report should be divided up with proper headings as follows:
I. Introduction (#1-#3 from above) – Summarize the concepts surrounding becoming a global company in terms of opportunities and challenges. Define and describe at least three different ways a company can enter into the global market. Summarize the current success of your company and the opportunity to now expand globally. (2-3 pages)
II. Potential Markets (#4-#6 from above) – Summarize both markets and include the labeled maps in the appendix. Refer to the maps in your summary. (2-3 pages)
III. Recommendations (#7-#9 from above) – Recommend a target market for the initial entry point and describe the best method entry. Create a country profile and complete an environmental scan, consumer profile, and marketing mix. (2-3 pages)
IV. Conclusions (#10 from above) (1-2 pages)
Presentation
· Your team will create a 7-10 slide PowerPoint presentation summarizing your findings. The headings from your report should be the same for your presentation and in the same order.
· Each slide should have 3-5 bullet points maximum. Each bullet point should have 3-5 words maximum. No full sentences (exceeding the 5 word max) or paragraph on any slide.
· Graphics are fine to use but keep to a minimum and use only to amplify a point. DO NOT use sound effects.
· Be sure to include your charts and graphs in your presentation. Charts and graphs should be on its own slide with only a header at the top of the slide.
· You will have a title slide and a reference slide and these are NOT included in the slide count.
· Your presentation will be between 5-7 minutes in length. All members of the team MUST present an equal amount of time. Please leave 1-2 minutes at the end for questions. All members should be prepared to answer questions.
Evaluation/Testing Used to Assess the Comprehension of the Module:
Questions pertaining to this module will be included in the testing. Also, the two assignments above will serve as an evaluation of level of comprehension of the module.
Evaluation/Testing Used to Assess the Comprehension of the Module:
Instructor evaluation of student assignments and assessments.
Resources (Bibliography) used to Develop/implement the Module:
www.globaledge.msu.edu
www.globalEdge.msu.edu
www.countrywatch.com
http://importexport.about.com/od/DevelopingSalesAndDistribution/a/Global-Marketing-Strategy.htm
http://miamiherald.typepad.com/the-starting-gate/2012/12/more-and-more-companies-born-to-be-global.html
http://www.dailyfinance.com/photos/american-icons-that-are-foreign-owned/#!fullscreen&slide=986022
Global Marketing Assignment
Product List
- Vaseline
- Purina
- Yoplait Yogurt
- Frigidaire
- 7-eleven
- Citgo
- French’s Mustard
- Adidas
- Church’s Chicken
- ALDI
- Toll House Cookies
Global Marketing Assignment
World Map