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SOPHIA
UNIVERSITY Graduate Program in Global StudiesInternational
Business/Economics |
COURSE OUTLINE
BD-502
GLOBAL MARKETING MANAGEMENT
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Professor: |
Emmanuel
Chéron, Ph.D. (エマニュエル・シェロン) |
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Schedule: |
Mon. Thurs. 9:15-10:45 |
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Phone: |
03-3238-4057 |
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E-mail: |
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Vitae: |
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Course Website |
http://www.oocities.org/mba8133 |
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Office: |
Yotsuya, Building 10, 5F, Office 533 |
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Office hours: |
By appointment |
OBJECTIVES
This course focuses on the managerial orientation of global marketing decisions. It covers new technology and global marketing procedures, marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing, and customer relationship management in Asia. It presents cutting-edge marketing concepts and practices in a universal approach for Asia, and how to lead, organize, and monitor the approach. It considers the global marketing mix of product and services, pricing, distribution, and promotion decisions, and how to integrate e-marketing. A range of economies, firms, market sectors, and manufacturing and intermediary organizations are considered.
LEARNING OBJECTIVES
At the end of the course, a student should be
able to:
1. Understand the challenges confronting global
marketing management decisions.
2. Be aware of the impact of macroeconomic differences and trade
regulations on marketing activities among countries with a special focus on
Asia.
3. Know where to find secondary sources of information to support global
marketing management decisions.
4. Develop knowledge of how to collect primary sources of information in a global environment.
5. Be able to formulate a global marketing management strategy in terms of appropriate degree of standardization and adaptation.
PREREQUISITES
Students are expected to
have completed and passed an undergraduate introductory marketing course.
REQUIRED READING
Marketing Management: An Asian Perspective, 4/e, Philip Kotler, Kevin Keller, Swee-Hoon Ang, Siew-Meng Leong, Chin-Tiong Tan (2006),
Pearson Education, Asia, Singapore. ISBN: 013197267-7. http://www.pearsoned-asia.com/kotler/index.htm
COURSE ORGANISATION
To attain the objectives mentioned above, a
variety of educational activities will be used as follows:
Subjects covered in the assigned readings will
be presented and discussed in class. Students are expected to be ready to
present and discuss the topic selected for the class. The international
research studies of the Professor will be presented as additional examples.
Students will also prepare and present two debates, two discussions and two case studies of their choice in writing..
DEBATES, DISCUSSIONS AND CASE PRESENTATIONS
Teams of two students are responsible to submit a total of two end-chapter debates of their choice in writing (10 points). One of the two debates must be submitted before the midterm.
Each student is individually responsible to submit in writing a total of two end-chapter discussions of his or her choice (10 points). One of the two discussions must be submitted before the midterm.
Each student is responsible to submit written answers to the three questions at the end of two case studies of his or her choice (10 points). One of the two case studies must be submitted before the midterm.
Answers will be evaluated on writing precision, logic,
understandability, connections with topics in the required text, personal comments,
spelling and grammar completeness, logic, understandability, precision,
spelling and grammar. Complete references of sources (including
Internet dated sources) used to answer questions must be included at the end
of the written case presentation (including the complete reference to the
case or to parts of the textbook used to answer questions).
EVALUATION
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Debates, Discussions, Case Studies: Attendance: Midterm: Final exam: |
30% 10% 30% 30% |
GRADING TABLE
A: 90-100; B: 80-89.99; C: 70-79.99; D:
60-69.99; F: 0-59.99; W: Withdrawal.
Detailed
calendar (WILL BE HANDED OUT IN CLASS)