SemesterSpring Semester, 2020
DepartmentIMBA Program, First Year IMBA Program, Second Year
Course NameGlobal and Cross Cultural Marketing
Instructor
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule

CLASS SCHEDULE



 
























































#

Date

Content

Reading

Case/ Simulation


  1.  

2/23



 



(Sun)

Introduction and Overview



The Evolution of Global Marketing



The Global Environment– Economic, Political and Cultural Forces



 

Douglas and



Craig1987



 



Drawbridges Up. The Economist, 7/30/16



 

 



 



 



 


  1. 2

3/1



 

Competing in the Global Marketplace



Analyzing Global Opportunities –



 

 

Simulation Practice Rounds



 


  1. 4

3/8



(Sun)

A Practical Guide to Culture



How to conduct your Country Screening



Market Entry Strategies



 

 

Simulation Rounds 1-2


  1. 6

3/15



 

Standardization vs. Adaptation



Product and Service Strategies



 

Leavitt



Douglas & Wind



 



 

Simulation Round 3-4


  1. 7

3/22



(Sun)

Adapting Communication Strategies



Adapting Pricing and Distribution Strategies



 

China and Currency Manipulation, The Economist, 3/2/17

Simulation Rounds 5-6



 



 


  1. 8

3/29



(Sun)

Country Screening Exercise Due

 

In class final quiz.

Teaching Methods
Teaching Assistant
Requirement/Grading

Since marketing involves the management of a system of exchange of equal value between two parties, I am willing to exchange excellent grades for excellent work. Your work will be evaluated in terms of substantive content as well as the quality of presentation. I will be grading your work based upon your ability to clearly demonstrate that you understand the concepts presented in class.



The following weights will be assigned to the below-listed components of the course:



 




Simulation 300 Points



Exam 200 Points



Country Screening Project 300 Points



 



Total 1,000 points



Textbook & Reference
Urls about Course
Attachment