10104180Global Marketing
Course Information
Description
Most businesses today have some international exposure in the form of global customers, suppliers, or other stakeholders. The global marketplace is a dynamic, complex, and diverse environment. Businesses require employees who have solid global competence to navigate this interconnected landscape. This course explores how marketing strategies, along with personal actions, are managed and adapted for success in different cultural, economic, geographic, and political environments around the world.
Total Credits
3
Course Competencies
  1. Investigate economic, geographic, legal, political and technological environments in which global marketing strategies are formulated and implemented
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignment
    by completing a discussion
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including the global marketing task, complexity of the dynamic global marketing environment, and global population trends
    online chapter practice assignment practiced until 100% accuracy is achieved
    discussion includes a summary of a current news story that involves a specific global marketing topic
    marketing plan includes an environmental scan of economic, geographic, legal, political, and technological elements using credible sources of information

  2. Investigate the cultural environments in which global marketing strategies are formulated and implemented
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignments
    by completing a cultural case study discussion
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including definition of culture, an understanding of ethnocentrism, and where to find credible information
    online chapter practice assignment practiced until 100% accuracy is achieved
    case information is well-researched using credible sources (as identified and practiced in class), well-written and well-organized
    case information is directly related to the topic
    case information is relevant and interesting
    marketing plan includes a customer profile that explains key cultural information and associated customer needs

  3. Examine product and service strategies in a global marketing environment
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignment
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including standardization, adaptation, and the use of customer needs to adjust product/service features
    online chapter practice assignment practiced until 100% accuracy is achieved
    marketing plan includes product and service strategies that are clearly linked to customer needs

  4. Examine marketing communication strategies in a global marketing environment
    Assessment Strategies
    by preparing an insights analysis
    by online completing chapter practice assignments
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including basic considerations for the promotional mix in global context and when customization or standardization are appropriate
    online chapter practice assignment practiced until 100% accuracy is achieved
    marketing plan includes promotion and communication strategies that are effective for target market

  5. Examine distribution strategies in a global marketing environment
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignments
    by completing a distribution and logistics case study discussion
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including basic logistical considerations in a global context
    online chapter practice assignment practiced until 100% accuracy is achieved
    case information is well-researched using credible sources (as identified and practiced in class), well-written and well-organized
    case information is directly related to the topic
    case information is relevant and interesting
    marketing plan includes effective logistics strategies for the products and services offered that are effective for target market

  6. Examine pricing strategies in a global marketing environment
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignments
    by completing a pricing case study discussion
    on the marketing plan project
    Criteria
    insight analysis shows ability to articulate core concepts in own words including understanding global currency and exchange rates
    online chapter practice assignment practiced until 100% accuracy is achieved
    case information is well-researched using credible sources (as identified and practiced in class), well-written and well-organized
    case information is directly related to the topic
    case information is relevant and interesting
    marketing plan includes effective pricing strategies that are appropriate for target market

  7. Explore issues related to ethics and social responsibility of global firms and international marketing practitioners
    Assessment Strategies
    by preparing an insights analysis
    by completing online chapter practice assignments
    by completing an ethics and corporate social responsibility case study discussion
    Criteria
    insight analysis shows ability to articulate core concepts in own words including global ethical considerations, corporate social responsibility, and United Nations Sustainable Development Goals
    online chapter practice assignment practiced until 100% accuracy is achieved
    case information is well-researched using credible sources (as identified and practiced in class), well-written and well-organized
    case information is directly related to the topic
    case information is relevant and interesting

  8. Complete a comprehensive marketing plan according to supplied template.
    Assessment Strategies
    Written Product
    Marketing Plan
    Criteria
    Marketing plan includes an executive summary with all required information
    Marketing plan includes a current situation analysis with all required information
    Marketing plan includes an environmental scan with all required information
    Marketing plan includes customer profile with all required information
    Marketing plan includes marketing strategies tactics covering all elements of the marketing mix that are clearly linked to target customer needs
    Marketing plan is well-researched using credible sources, well-written and well-organized
    Marketing plan references information from credible data sources as identified and practiced in class