Alex Nascimento, MA, MBA UCLA EXTENSION Page 1
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1 COURSE SYLLABUS & OUTLINE Course Title: X Global Marketing Strategy, Reg#W2388 Online Course Quarter: SPRING 2011 Dates: April 5 June 14, meetings Time: Tuesdays Instructor: Alex Nascimento, MA, MBA Telephone: (310) alex.nascimento.2008@anderson.ucla.edu Website: Office Hours: Please me to schedule a conference call or an in-person meeting COURSE GOALS AND OBJECTIVES: This course lays the foundation to gaining competitive advantage in the global marketplace by providing a hands-on understanding of the competitive implications affecting global marketing strategies, as well as covering the factors that govern the planning, organizing, and managing of an international marketing strategies. Topics include foreign market surveys; the role of competitive intelligence; understanding trade barriers, pricing, distribution channels, and cultural differences that affect marketing strategies; and how to create a global marketing strategy. Students should leave the course with a comprehensive understanding of global competitive marketing core concepts and how global marketing strategies can affect a company's future performance. At completion of the course, the student should be able to: 1. Describe the differences between domestic, international, multinational, and global marketing 2. Develop and write a marketing plan with a focus on a global marketing strategy 3. Develop an understanding of the current global business environment 4. Select the proper distribution channels for particular items in a particular target market REQUIRED READING: Course Text: Global Marketing and Strategy, Gillespie, Jeannet, Hennessey 2 nd Edition. GRADING Participation/Homework 60% MIDTERM Project 20% FINAL Project 20% PLEASE NOTE THAT ALL COURSE GRADES ARE FINAL Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. Student Behavior involving cheating, copying other s work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at Alex Nascimento, MA, MBA UCLA EXTENSION Page 1
2 COURSE OUTLINE TOPIC CHAPTERS Session 1: 1 Introductions Global Marketing The Global Manager Importance of Global Markets Development of Global Marketing MIDTERM PROJECT Review Review slides with instructions for MIDTERM due at Session 6 FINAL PROJECT Review Review slides with instructions for FINAL PROJECT due at Session 11 Homework #1- In an exercise to understand which products are financially viable to export, as well as those that are in demand in a foreign market, please provide the following analysis in no more than 200 words: Please list 5 non-perishable discounted (low price) consumer products that can be exported to the Latin American Market. List each product s Name (model), Brand (product manufacturer), Product Category and Average Price (USD). Please explain why you chose each product and why there is a demand in Latin America for each specific product. Be ready to turn in the Homework to the instructor before session 2 (Tuesdays 10am Pacific Time). Session 2: Book Chapters 2-3 The Global Economy International Trade Basic Theories of World Trade Outsourcing Economic Considerations Cultural and Social Forces Definition of Culture Cultural values Language and Communication Cultural Differences Homework #2- In an exercise to understand where to source those products that are financially viable to export and that are in demand in a foreign market, please provide the following analysis in no more than 200 words: Please choose and list 2 USA suppliers for each of non-perishable discounted (low price) consumer products chosen in the previous exercise (10 suppliers in total). List each supplier s name, web address (URL) and average price of chosen goods in USD. Please explain why you chose each supplier. Be ready to turn in the Homework to the instructor before session 3 (Tuesdays 10am Pacific Time). Alex Nascimento, MA, MBA UCLA EXTENSION Page 2
3 Session 3: Book Chapters 4-5 Political, Economic, Social and Regulatory Climate Risks and Opportunities Global Markets Markets and Buyers Consumer Markets Business Markets Government Markets Homework #3 - In an exercise to understand which government incentives, tax breaks and subsidies are available to exporters of USA goods/services, please provide the following analysis in no more than 200 words: Please list between 3-5 government incentives, tax breaks or subsidies which are available to exporters of USA goods/services. Please explain why each incentive relevant to the 5 products you plan to export. Be ready to turn in the Homework to the instructor before session 4 (Tuesdays 10am Pacific Time). Session 4: Book Chapters 6-7 Global Competitors Globalization of Competition Home Country Actions and Global Competitiveness Competitors from Emerging Markets Global Marketing Research International Marketing Research Challenges in Planning International Research Studying the Competition Outsourcing Research Developing a Global Information System Homework #4 - In an exercise to understand the option of international sourcing to purchase a product from a foreign market and export and market those goods/services to another foreign market, please provide the following analysis in no more than 200 words: Please compare the price (wholesale) of each of the 5 product previously chosen to the prices from suppliers of the same goods in ASIA. Compare the price of each product purchased FOB in USA to the price FOB if purchased from a supplier in ASIA. Provide 1 supplier in ASIA for each product (5 suppliers in total). List each suppliers name, web address (URL) and average price of chosen goods in USD (make currency exchange conversion to USD). Please explain why you chose each supplier. Be ready to turn in the Homework to the instructor before session 5 (Tuesdays 10am Pacific Time). Alex Nascimento, MA, MBA UCLA EXTENSION Page 3
4 Session 5: Book Chapters 8-9 Global Market Participation International Marketing Operations Evaluating National Markets Geographic Market Choices Country Selection Global Market Entry Strategies Exporting Foreign Production Ownership Strategies M&A and Exit Strategies ASSIGNMENT Session 5- Prepare for Midterm Review slides with instructions for MIDTERM due at Session 6 Session 6: Global Marketing Strategy Plan is due. Please submit MIDTERM PROJECT by Tuesday May 10, 2011 at 1pm Pacific Time. ASSIGNMENT Session 6- Review and comment on all your classmate MIDTERM projects before Monday May 16, 2011 at 1pm Pacific Time. Session 7: Book Chapters Global Product Strategies Product Design Packaging and Labeling Warranty and Service Policies New Product Development Global Strategies for Services, Brands, Social Marketing Marketing Services including Social Marketing Branding Trademarks and Brand Protection Homework #5 - In an exercise to understand financial viability of exporting and marketing goods/services in a foreign market, please provide the following analysis in no more than 200 words: Based on all previous exercises, please choose 5 Final products. List each product s Name (model), Brand (product manufacturer), Country Manufactured, Product Category, average Price (USD) and URL link to product page. Now compare the price of each of the FINAL 5 product chosen to their available competitors or substitutes in Latin America. Given the importance of the BRIC nations, please utilize Brazil as the test market for this comparison. Compare the price of each product purchased FOB in USA/ASIA to the local price of a competitor/substitute product in Brazil (provide URL of Brazilian competitor product) and make the necessary currency exchange conversion to USD. Be ready to turn in the Homework to the instructor before session 8 (Tuesdays 10am Pacific Time). Alex Nascimento, MA, MBA UCLA EXTENSION Page 4
5 Session 8: Book Chapters Pricing for Global Markets Profit and Cost Factors Market Factors Environmental Factors Managerial Issues in Global Pricing Managing Global Distribution Channels Structure of Global Distribution System National Channels Channel Partners Global Distribution Global Logistics Global Trends in Distribution Homework #6 - In an exercise to understand the costs of logistics behind exporting and marketing goods/services in a foreign market, please provide the following analysis in no more than 200 words: Provide list of cost to ship 1000lbs of each of the FINAL 5 products chosen from the Manufacturer to SAO PAULO, BRAZIL. Provide 3 different scenarios A- goods shipped via express courier (FEDEX, UPS, DHL, etc) B- goods shipped via cargo ship (container) C- goods shipped via air cargo (airplane). Be ready to turn in the Homework to the instructor before session 9 (Tuesdays 10am Pacific Time). Session 9: Book Chapters 14 Global Promotion Strategies Global Promotion Strategies Personal Selling Global Account Management Selling to Businesses and Governments Other Forms of Promotion Session 10: Book Chapter 15 Managing Global Advertising Global vs Local Global Campaigns and Media Strategy Global-Local Decisions ASSIGNMENT Session 10- Prepare for FINAL PROJECT Review slides with instructions for FINAL PROJECT due at Session 11 Session 11: Book Chapter 16 Organizing For Global Marketing Elements that Affect Global Marketing Organizations Types of Structures and New Trends in Global Organizations Controlling the Global Organization Global Marketing Strategy Plan is due. Please submit FINAL PROJECT by Tuesday June 14, 2011 at 1pm Pacific Time. Alex Nascimento, MA, MBA UCLA EXTENSION Page 5
Alex Nascimento, MA, MBA Page 1
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