MKTG 407: Global Marketing Master Syllabus
Representative Syllabus
Course Instructor:
Office Number:
Office Hours:
Email:
Course Meeting Times:
Course Description
Global Marketing addresses marketing process for products and services within major international markets. Topics include marketing mix strategies using standardization, localization, or globalization approaches. Emphasizes the introduction of service innovations and new products in the global market.
Course Materials
There is a recommended text for this course. We will also be using a course pack.
The recommended text is:
Global Marketing Management: Masaaki (Mike) Kotabe; Kristiaan Helsen
- Publisher: Wiley
- Print ISBN: 9781119563112, 1119563119
- eText ISBN: 9781119563105, 1119563100
- Edition: 9th
- Copyright year: 2022
It can be purchased or rented directly from Wiley.
You will also need to purchase the course pack for the cases and readings that will be used for your quizzes.
The Course Pack Title: MKT 407 Global Marketing from Harvard Business Publishing.
You will need register as a student user in Harvard Business Publishing first. This webpage tells you more about student registration and course purchase.
To purchase and access your course pack online, you will need this unique link to access the course pack: (the price is about $19.80 for all cases that you are going to use for your quizzes 1 – 4.
To receive help when placing an order for course materials:
U.S./Canada: (800) 545-7685
E-mail: custserv@hbsp.harvard.edu
Course Objectives
The main objective of this course is to develop a managerial understanding of international marketing. This course will provide participants with an opportunity to prepare a highly challenging project of developing an actual international marketing plan. The course will place an equal emphasis on managerial and marketing issues faced by firms operating in different parts of the world.
More specifically, this course will:
- provide an overview of marketing in the international context
- study marketing theory and management considering different political, cultural, legal, and economic environments
- relate business needs to problems and opportunities in international markets; and
- examine issues relating to global marketing strategies and tactics.
Concentration and Program Learning Goals
Students majoring in the Marketing concentration will master the following by graduation:
- Research Competency: Research competency using library databases, secondary and primary sources of market and company information, and marketing data analysis skills.
- Marketing Strategies: Ability to formulate effective marketing strategies derived from an understanding of customer behaviors and application of marketing tools and concepts.
- Writing & Formatting: Communication and information literacy skills in the writing and format of the plan that are consistent with the marketing discipline.
By the end of the BS Business program, students will master:
- The social, global, ethical, and legal contexts of business and will be able to reflect on the role of the individual in business.
- The ability to apply knowledge of professional skills necessary for success in business including effective business writing.
- Technical and analytic skills appropriate for success in business.
- The ability to apply knowledge of core business disciplines including accounting, finance, information systems, management, marketing, and operations management.
- How research in the business disciplines contributes to knowledge and how such research is conducted.
Our students will demonstrate an understanding of how research in the business disciplines contributes to knowledge and how such research is conducted.
We will be working on the group project milestones based on the schedule. Consultation for each group can be arranged by appointment and be made available.
Grades
Your learning will be evaluated in several different ways:
- Case Studies: There will be 4 quizzes based on the case studies
- Final Exam: There will be a comprehensive final exam
- Group Project: A group project developing a marketing plan for a company going global (you choose the country to expand to)
- Discussion Board Posts: Discussions on different subjects with your classmates
You can earn up to 1000 points for this course. The 1000 points may be earned as follows:
| Quizzes, Discussion, and Exam | ||
| Case Studies Quizzes | 200 points | |
| Final Exam | 250 points | |
| Project | ||
| Group Project | 500 points | |
| Group Contract | 10 | |
| Milestone 1 | 90 | |
| Peer Evaluation 1 | 10 | |
| Milestone 2 | 90 | |
| Peer Evaluation 2 | 10 | |
| Milestone 3 | 90 | |
| Peer Evaluation 3 | 10 | |
| Final Report | 90 | |
| PPT Presentation | 90 | |
| Peer Evaluation 4 | 10 | |
| Discussion Board Posts | (5x10) | 50 points |
| TOTAL | 1000 points | |
Your final grade for the course will depend on the total number of points you earn:
| Points | Letter Grade | Grade Points |
|---|---|---|
| 930-1000 points | A | 4.0 |
| 900-929 points | A- | 3.7 |
| 870-899 points | B+ | 3.3 |
| 830-869 points | B | 3.0 |
| 800-829 points | B- | 2.7 |
| 770-799 points | C+ | 2.3 |
| 700-769 points | C | 2.0 |
| 600-699 points | D | 1.0 |
| Below 600 points | F | 0.0 |
Examination
There will be one final exam. The exams are online, and open book. The exams will cover the course materials from the class (textbook, PPT presentations, and articles posted under the Course Content Section)
Consistent with University policy, only provable, i.e., documented, absences due to personal illness or family emergencies constitute acceptable absences for missing exams. Preplanned weddings and vacations are not acceptable absences. There are no make-up exams or adjustments to satisfy the convenience of those who missed quizzes and/or exams without prior approval.
Group Project: Milestones and Evaluations
The class will be divided into groups. You will be assigned into a group of 5 members, including yourself. As a group, you will gather work together to produce an international marketing plan. The final product will be worth 50% of the total grade. For further details, please consult the document called “Project Description” which is available on the Canvas.
Teamwork is always challenging. Each team member is responsible for making the group work. Free riders and bullies will not be tolerated. As an incentive, as a group, the group will evaluate all members of the group collectively after each Milestone submission. It is therefore in everyone’s interest to work effectively. Your individual marks for the group projects will be given proportionately according to your overall contribution rated by your team members in the Peer Evaluation Forms for each deliverable. Students who are unresponsive and do not contribute their fair share for the development and completion of the Group Project Report will not earn any credit from the Group Project Report Grade. Each group will submit ONE Peer Evaluation Form per group together with each Milestone (each deliverable).
Further information about the group project description, project agreement, project rubric and marking guides, and group evaluation are provided on separate documents which are posted on the Canvas.
Written Materials
All written reports should be checked for grammar and spelling, well presented and properly referenced with APA format. Reports should have a title page showing a title for the report, course name and number, date due and the student’s name(s). All written assignments must be submitted in electronic format (Microsoft word and/or Power Point). Late work will not be accepted unless specific, prior arrangements have been made with the instructor.
To cite and reference professional or academic sources, please use APA style. Specific instructions for in-text citations and referencing are found in the Publication Manual of the American Psychological Association, 7th Edition or Purdue APA Style (7th Edition) webpage. To help manage the citations and create reference lists seamlessly, George Mason supports free software called Zotero.
MKTG 407 Course Schedule
| Date | Key Topics and Objectives | Reading | Project Goals & Activities |
|---|---|---|---|
| Week 1 | Introduction to Global Marketing Syllabus; Group Project; Group Formation |
Read Syllabus & Group Project Description Chapter 1 |
Group Formation and Appointment of team leader |
| Week 2 | Assessing the Global Market Environment and understanding Global Market Trends | Chapter 2 Global Economic Environment IMF: World Economic Outlook Update report Megatrends Global Consumer Trends |
Discussion #1 – due Sep 3 |
| Week 3 | Assessing the Global Market Environment |
Chapter 3 Financial Environment Chapter 5 Political Environment |
Group Contract: Due Sep 9 |
| Week 4 | Assessing the Global Market Environment | Chapter 4 Global Cultural Environment and Buying Behavior |
Case and Quiz 1: Amazon goes Global -due Sep 16 |
| Week 5 | Development of Competitive Strategy |
Chapter 6 Global Marketing Research Chapter 7 Global Segmentation and Positioning |
Discussion #2 due September 23 |
| Week 6 | Development of Competitive Strategy | Chapter 8 Global Marketing strategies | Milestone 1: Destination Market Analysis, and competitor analysis, SWOT, and Social Issues due Sep 30 Peer Evaluation Form 1 |
| Week 7 | Development of Competitive Strategy | Chapter 9 Global Marketing Entry Strategies | Case and Quiz 2: Garrard Japan: Global or Local? – Oct 7 |
| Week 8 | Global Marketing Strategy Development | Chapter 10 Global Product Policy Decisions (1) Chapter 11 Global Product Policy Decisions (2) |
Discussion #3 due October 14 |
| Week 9 | Global Marketing Strategy Development | Chapter 12 Global Pricing |
Milestone 2: Value Proposition, & Marketing Objectives, due by Oct 21 Peer Evaluation Form 2 |
| Week 10 | Global Marketing Strategy Development |
Chapter 13 Global Communication Strategies Chapter 14 Sales Management Chapter 19 Global Marketing and the Internet |
Case and quiz 3 – East meets West in the LPGA - due Oct 28 |
| Week 11 | Global Marketing Strategy Development |
Chapter 15 Global Logistics and Distribution Chapter 16 Export and Import Management |
Discussion #4 due Nov 4 |
| Week 12 | Managing Global Operations | Chapter 17 Planning, Organization, and Control of Global Marketing Operations |
Milestone 3: Segmentation, Targeting, and Positioning due by Nov 11 Peer Evaluation Form 3 |
| Week 13 | Managing Global Operations | Chapter 18 Marketing Strategies for Emerging Markets | Case and quiz 4: Uniqlo: A supply chain going global - due Nov 18 |
| Week 14 | Managing Global Operations | Chapter 20 Sustainable Marketing in the Global Marketplace | Discussion #5 due on November 25 |
| Week 15 | Preparation for Final Report (Written and PPT presentation) | ||
| Week 16 | Final Exam | Final Exam due on Dec 12 |
To print: Right-click and choose “Print,” then follow your browser’s print settings.
To download: Right-click and choose “Print,” then select “Save as PDF.”