Marketing global

Global Marketing
Dr. Sahid S. Nugroho, MSc
IUP FEB-UGM Syllabus of the academic year 2007

Course Description
One of the dramatic trends in recent decades has been the rapid growth of international business. The expansion of business overseas has not only created new opportunities, but has also created new challenges and problems related to business operation in different economic,political, social, and cultural environments. This phenomenon stimulates a greater need for individuals who are properly educated and trained in international marketing area: business competence, foreign language, cultural awareness and sensitivity, overseas experience, and familiarity with worldwide business practices as well as institutions. This course will provide the basic knowledge of internationalmarketing management covering such fascinating topics as internationalization process, international market selection, market entry strategies, global marketing program, export administration, and cross-cultural negotiation.

Goal
After taking this course, the students are expected to have basic skills in designing a global marketing plan

Learning Methodology
The course adopts a learningmethodology called as experiential learning that can be explained simply as: ”I hear and I forget, I see and I believe, I do and I understand” (Confucious). The points of this method are: • Students have to read his or her text book before attending a lecture. • During a lecture, docent is not responsible to provide all teaching material, class discussion will focus on the most important aspects ofcourse subject. • The students have to be active in class discussions by sharing their knowledge or unique experience. • Students will learn by doing relevant case simulations to master the course subjects.

Core Abilities (Mike Bark, 2007)
1. Act responsibly o Learner recognizes the roles of a consumer and marketer. o Learner presents information that to the best of her/his knowledge isfactual.

www.geocities.com/sahidnugroho

1

2. Communicate clearly o Learner writes legibly and uses proper grammar, etc. o Learner provide detail appropriate to the topic. 3. Learn effectively o Learner organizes information o Learner takes responsibility for own learning. 4. Think critically and creatively o Learner sets goals. o Learner analyzes information, ideas and problems. o Learner makesdecisions based on careful analysis. o Learner applies logical reasoning in solving problems or dealing with information. 5. Value self positively • information or opinions provided. 6. Good active listening • Look at the person, and stop other things you are doing. • Listen not just to the words, but the person’s feelings. • Show you are honestly interested in what the other person is talkingabout. • Restate what the person says. • Ask questions sometimes to be sure you understand clearly. • Be aware of your own feelings and strong opinions. • If you have to state your views, say them only after you have listened.

Text Book
Kotabe & Helsen (2008) Global Marketing Management, 4th edition, Hoboken: John Wiley & Sons

Course Manual
o Case Simulation: Paper & Presentation The studentis asked to conduct marketing research, analysis or design for such marketing case provided by the docent. Each group has to present their work in MS Powerpoint, and submit its soft copy (pdf file) by email. o Exam The Exams consist of mid-term exam and final exam that are designed using the essay model. All exams are under closed-book mode and will be conducted in 111 minutes. o Class DiscussionThe students are encouraged to participate actively on the class discussion by contributing sophisticated market insights and their own unique perspectives. The assessment will be based on the quality of information or opinions provided as follow (Palab Paul, 2005)

www.geocities.com/sahidnugroho

2

What class participation is not 1. 2. 3. Attending class. Your mere physical presence...