Unit Outline* MKTG8462 / MKTG8662. Global Marketing Strategy. Semester 1, 2011 Crawley. Associate Professor Fang Liu

Transcription

1 Unit Outline* MKTG8462 / MKTG8662 Glbal Marketing Strategy Semester 1, 2011 Crawley Assciate Prfessr Fang Liu Business Schl * This Unit Outline shuld be read in cnjunctin with the Business Schl Unit Outline Supplement available n the Current Students web site

2 MKTG8462_MKTG8662/Crawley/FL/ All material reprduced herein has been cpied in accrdance with and pursuant t a statutry licence administered by Cpyright Agency Limited (CAL), granted t the University f Western Australia pursuant t Part VB f the Cpyright Act 1968 (Cth). Cpying f this material by students, except fr fair dealing purpses under the Cpyright Act, is prhibited. Fr the purpses f this fair dealing exceptin, students shuld be aware that the rule allwing cpying, fr fair dealing purpses, f 10% f the wrk, r ne chapter/article, applies t the riginal wrk frm which the excerpt in this curse material was taken, and nt t the curse material itself. The University f Western Australia

3 UNIT DESCRIPTION Intrductin This unit is develped t prvide students with an applied understanding f glbal marketing activities. Glbalizatin has changed marketing thught t cnsider the glbal implicatins f marketing activities, while at the same time taking int accunt cultural and scial diversity. Students will develp the planning and analysis skills t help them perate within the glbal cmmunity. These skills are develped thrugh the use f case studies and real life grup prjects t illustrate the real wrld prblems that businesses are currently facing. Unit cntent This unit cvers five majr areas: 1) glbal market analyses such as analysing internatinal business pprtunities and priritizing market segments; 2) market selectin and psitining; 3) market entry strategies; 4) prduct, pricing, cmmunicatins and distributin strategy fr new markets; 5) Implementatin and crdinatin f marketing prgrams under a glbal setting. The gal f the unit The gal f this unit is t help students develp a gd understanding f the challenges facing marketing a prduct r service in a glbal marketplace. Students will learn hw t segment and target glbal markets as well as design apprpriate marketing entry and grwth strategies in freign markets. Learning utcmes On cmpletin f this unit, yu shuld be able t: Be familiar with the internatinalizatin theries; Knw the different marketing envirnments that affect glbal marketing decisins; Be familiar with the majr methds used in glbal market research; Understand the internatinal market selectin prcess; Understand the different market entry strategies and their advantages and disadvantages; Knw hw t make prduct, pricing, cmmunicatin and distributin decisins under the glbal envirnment; Understand the crss-cultural issues under glbal marketing prgram; Knw hw t implement and crdinate the glbal marketing prgram; Knw hw t design an internatinal marketing plan. 3

4 Educatinal principles and graduate attributes In this unit, yu will be encuraged and facilitated t develp the ability and desire t: Develp mre effective cmmunicatin skills thrugh a class presentatin n the findings f yur team marketing analysis prject and by respnding t any questins that arise fllwing that presentatin; Develp ethical and cultural awareness in an internatinal cntext thrugh cmpletin f the grup prject. Prerequisites It is assumed that yu pssess an adequate cmmand f: Written and ral English. Basic mathematical and statistical skills. Basic cmputing and internet use. Basic library research skills. Wrd prcessing and presentatin skills. 4

5 TEACHING AND LEARNING RESPONSIBILITIES Teaching and learning strategies This unit adpts prblem based learning methd which helps students understand the fast-changing glbal business envirnment. It als uses bth individual and grup assessments t facilitate student learning. Teaching and learning evaluatin Yu may be asked t cmplete tw evaluatins during this unit. The Student Perceptin f Teaching (SPOT) and the Students Unit Reflective Feedback (SURF). The SPOT is ptinal and is an evaluatin f the lecturer and the unit. The SURF is cmpleted nline and is a university wide survey and deals nly with the unit. Yu will receive an frm the SURF ffice inviting yu t cmplete the SURF when it is activated. We encurage yu t cmplete the frms as yur feedback is extremely imprtant and can be used t make changes t the unit r lecturing style when apprpriate. This unit is peridically evaluated and the feedback frm students is taken int accunt when the unit is updated. Yu als have an pprtunity t nminate yur lecturer fr the Teaching Excellence Award after each semester. Nminatin frms fr teaching excellence can be fund and dwnladed frm the UWA teaching and learning website r btained frm Student Guild. Attendance Participatin in class, whether it be listening t a lecture r getting invlved in ther activities, is an imprtant part f the learning prcess, therefre it is imprtant that yu attend classes. Mre frmally, the University regulatins state that t cmplete a curse r unit students shall attend prescribed classes, lectures, seminars and tutrials. Where a student, due t exceptinal circumstances, is unable t attend a scheduled class, they are required t btain prir apprval f the unit crdinatr t be absent frm that class. Any student absent frm class withut having had such absence apprved by the unit crdinatr may be referred t the faculty fr advice and may be required t withdraw frm the unit. 5

6 CONTACT DETAILS We strngly advise students t regularly access their student accunts. Imprtant infrmatin regarding the unit is ften cmmunicated by and will nt be autmatically frwarded t private addresses. Unit crdinatr/lecturer Name: Dr Fang Liu fang.liu@uwa.edu.au Phne: Fax: Rm: Rm 2209, Business Schl During teaching weeks: Cnsultatin hurs: Thursdays 11:00am-12:00pm, at the ffice; Students shuld Fang t set up appintment(s) utside her nrmal cnsultatin time. Lecture times: Fridays, 5.00pm 8.00pm Lecture venue: BUSN:101 Case Study Rm 6

7 TEXTBOOK(S) AND RESOURCES Unit website Recmmended/required text(s) Hllensen, S 2010, Glbal Marketing: A decisin-riented apprach, 5th edn, Financial Times Press. ISBN ISBN Reference text Keegan, Warren J. and Green, Mark C. (2011) Glbal Marketing, 6 th editin (Internatinal Editin), Prentice Hall. Additinal resurces and reading material Jurnals Databases Jurnal f Internatinal Marketing Jurnal f Cnsumer Research Jurnal f Marketing Internatinal Marketing Review Internatinal Jurnal f Research in Marketing Jurnal f Glbal Marketing Business Resurce Premier Prquest 5000 UNIT STRUCTURE Overview Lectures and Tutrials Students are required t attend bth lectures and tutrials. Tutrials are cnducted fllwing the lectures. Students shuld be prepared fr tutrial discussin questins r any exercise assigned. Lecture/tutrial participatin accunts fr 10% f the frmal assessment. 7

8 UNIT SCHEDULE Week W1 28 Feb- 4 March W March Tpic T1 T2 Lecture Tpics Overview f Glbalizatin and Glbal marketing: What is glbalizatin; Alternative Views f Glbalizatin; Mtives fr ging glbal; Applicatin f glbalizatin cncepts t marketing strategy; Develping a glbal marketing plan; Discussin n class prject; Selectin f prject teams. The Glbal Ecnmic, Plitical and Sci-cultural Envirnment: Ecnmic, plitical and sci-cultural factrs affecting glbal marketing; Cultural dimensins; Applicatin f cultural dimensins t different business situatins. Text Chapters 1,2,3 6,7 Tutrial Case Study 1.1 BBW Q1, Q4; Chapter 1, Q2; Chapter 2, Q2; Case study 2.3: TOMS Q1. Chapter 6, Q4; Case Study 6.1 Q3; Chapter 7, Q2, Q3; Case Study 7.1; LIFAN, Q1, Q3. W March T3 Internatinal Market Selectin: Analyzing the Internatinal pprtunity, Screening f ptential markets; Market expansin strategies; Glbal prduct/market prtfli; Glbal market segmentatin, targeting, and psitining. 8 Chapter 8, Q1, Q4, Q5; Case Study 8.1 TATA NANO Q1, Q4; Case Study II.1 Bajaj Aut Q1, Q3; Chapter 9, Q3; Chapter 10, Q12; W March T4 Glbal Market Entry Strategies: Different appraches t the chice f entry mde; Exprting; Licensing; JV; 9,10,11, Freign direct investment; Strategic alliance, Entry decisin 12, prcesses Chapter 11, Q5;Case Study 11.3 Marrit Q1, Q2 Chapter 12. Q4; Case Study IKEA: Q1 and Q2. W5 28 March -1 April T5 Glbal Marketing Research: Link glbal marketing research t the decisin making prcess; Issues in glbal market research; Distinguish between different research appraches, data surces and data types; Distinguish between different qualitative market research methds. 5 Case Study 5.1 Teepack, Q1 and Q4.Chapter 5: Q3, Q7, Q8. W6 4-8 April T6 Glbal Prduct & Brand Decisins: Standardizatin r adaptatins f prducts; Internatinal service strategies; PLC and IPLC; Prduct cmmunicatin strategies; New prduct develpment; Brand equity; Branding decisins; Green marketing strategy. 14 Case Study 14.1 Danish Klassic; Chapter 14, Q4, Q9, Q14. W April W8 18 April -22 April Mid-semester Exam. April 22 nd is Gd Friday. N lectures n this week. Preparatin fr grup prject. Nn-Teaching Week (April 25 April 29) 8

9 W9 2-6 May T7 T8 Glbal Pricing Decisins: Factrings influencing internatinal pricing; Experiencing curve pricing; Transfer pricing; Term f payments; price qutatins. Glbal Distributin Decisins: Structure f the channel; Selectin f distributrs; Managing and cntrlling the channel; Transprtatin; Retailing; Grey markets Chapter 15, Q6; Case Study IV.2 Guinness Q2, Q3; Case Study 16.2 Nkia, Q2, Q3; Chapter 16, Q9. W May T9 W May T10 Glbal Cmmunicatin Decisins: The cmmunicatin prcess; Advertising; Public Relatins and spnsrships; Sales prmtins; Direct marketing; Persnal selling; Standardized versus adaptatin strategies; Ethical issues. Internatinal Sales Negtiatins and Organizatin and Cntrl f the Glbal Marketing Prgrams: Crss-cultural negtiatins; Different rganizatinal structure fr different internatinal activities; Design f a cntrl system & 19 Case Study I7.3 BMW, Q2, Q4; Chapter 17, Q2, Q3. Chapter 18, Q3; Chapter 19, Q11. Case Study V.2 OneCafe; W May W13 30 May -3 June Review and Presentatins f Glbal Marketing Plans Final Exam Marketing Plan Due n May 27 (FRIDAY) 9

10 ASSESSMENT MECHANISM The purpse f assessment There are a number f reasns fr having assessable tasks as part f an academic prgram. The assessable tasks are designed t encurage yu t explre and understand the subject mre fully. The fact that we grade yur wrk prvides yu an indicatin f hw much yu have achieved. Prviding feedback n yur wrk als serves as part f the learning prcess. Assessment mechanism summary Assessment Item details 1 Internatinal Marketing Prject- Presentatin Internatinal Marketing Prject- Written Reprt Weight 8 pint Weight 6 pint Due date 10% 15% 27 May 2011 (Friday) 25% 35% 27 May 2011 (Friday) During the lecture. 2 Mid-term exam 25% N/A 15 April 2011 (Friday) 3 Lecture/Tutrial participatin 10% 10% Cntinuus 4 Final exam 30% 40% 3 June 2011 (Friday) Nte 1: Nte2: Nte 3: Results may be subject t scaling and standardisatin under faculty plicy and are nt necessarily the sum f the cmpnent parts. All pieces f assessment are t be submitted by the due date. Late assignments are penalised by 10% per day (r part there f). If circumstances beynd yur cntrl merit an extensin, cntact Fang befre the due date and submit a written request. Yur assessed wrk may als be used fr quality assurance purpses, such as t assess the level f achievement f learning utcmes as required fr accreditatin and audit purpses. The findings may be used t infrm changes aimed at imprving the quality f Business Schl prgrams. All material used fr such prcesses will be treated as cnfidential, and the utcme will nt affect yur grade fr the unit. Assessment cmpnents Assessment 1: Internatinal Marketing Prject Structure f Prcess This prject is t develp an internatinal marketing plan fr an existing business. It will be dne in grups f three r fur (3-4) and grups will be assigned by the lecturer during Week 1 f the semester. Thse students wh d nt attend week 1 will be allcated int grups f three by Fang. Each grup shuld select a prduct/brand and market it t a cuntry (different frm the cuntry where the prduct/brand is riginated) in which the prduct/brand is currently unavailable. Students need t investigate internatinal marketing pprtunities and develp strategies t maximize the ptential f each pprtunity. 10

11 Grup wrk invlves wrking as a team with each grup member participating and cntributing equally. Team wrk requires students t learn hw t cpe and wrk with peple frm different cultural, educatinal and scial backgrunds. T ensure that each team perates smthly, it is recmmended that tasks and deadlines be allcated t team members early during the semester. A recrd f the allcatin f tasks and deadlines shuld be kept by each grup fr future referral. A diary f meetings and their minutes shuld als be kept by the grup t indicate the prgress and cntributin f each member. In a few cases grups smetimes d nt wrk cnstructively tgether and face difficulties. If the grup is nt wrking tgether as a team it is recmmended that yu speak t the lecturer befre the prblem becmes serius. On appraching the lecturer the grup will be expected t prduce: allcatin and deadline schedules, examples f wrk submitted by each grup member with crrespnding dates, diary f events kept by the grup and a slutin fr vercming the disagreement. On such ccasins, Fang will facilitate the grup prcess t implement the slutin t vercme the disagreement. Descriptin f Tasks This piece f assessment invlves three majr tasks. Students are expected t submit the tasks n the due date. Late submissins will be penalised at 10% per day (r part there f). Task 1 - Presentatin f Marketing Plan (Due Week 12, May , Friday) Each grup will present the main develpments f their marketing plan, remembering that sme f the analysis has been presented during task 1. The presentatin will shw the class the strategies (e.g., entry strategy, prduct/brand strategy, pricing strategy, distributin strategy, cmmunicatin strategy, and ways t rganize and cntrl the glbal prgram). Each presentatin is expected t be 15 minutes lng (extra time will be given fr questins). Pwerpint and OHP facilities are available fr use. Thse grups wishing t utilise the pwer pint facilities must their presentatin slides t Fang by 12 nn n the presentatin date. Task 2 - Written Marketing Plan (Due Week 12, May , Friday, during the lecture) Each grup will submit a hard cpy f their marketing plan. The dcument is t cver the main aspects f Internatinal Marketing Planning (an utline will be given later) and any ther aspects as required frm yur research. It is expected that dcument presented wuld be in business reprt style, including an executive summary, sectin numbering, headings, tables and figures. Remember, it will nt be the fancy presentatin that will earn the grup the majrity f their marks, but the accuracy f data, depth f analysis and relevance f the infrmatin presented that is imprtant. The written reprt is t be typed Times New Rman 12, 1.5 spacing, and A4 size paper. The mark fr the prject will be reduced by 10% per day each day it is late. The reprt must have an Assignment Cver Sheet with the fllwing details shwn clearly: the rganizatin, the title, the unit cde and name, yur name(s), and yur student number(s). Yur reprt shuld be n mre than 3500 wrds (penalties will be assessed if that limit is exceeded by mre than 350 wrds). Everything in the reprt is included in the wrd cunt except Executive Summary, End Bibligraphy, and Appendixes. Student shuld use Harvard Referencing Style fr this assignment. Ensure that yu keep a cpy in case the riginal is lst. A sft cpy in a CD cntaining yur full written reprt must be attached t the hard cpy (see Submissin f Assignments belw). Nte: SPARK may be used t assess each individual s cntributin t the grup prject. Details will be prvided by the lecturer during the first lecture. 11

12 Assessment 2: Mid-semester Exam - Held n April (Week 7) The mid-semester exam will include all materials cvered up t and including Week 5. The test will invlve bth shrt answer questins and practical applicatin type questins. The test will be held during class time frm 5:00pm until 6:30pm. Students must ensure that they arrive 10 minutes earlier s as nt t disturb ther students during the examinatin. Examinatin bklets and papers will be distributed at the beginning f the perid. If yu cannt sit the examinatin due t circumstances utside f yur cntrl yu must cntact Fang befre the exam begins. Fang will determine whether the reasn is acceptable and utline a remedy fr missing that part f the assessment if applicable. Assessment 3: Final Exam - Held n June (Week 13) The final exam will include all materials cvered during the entire semester. The test will invlve shrt answer questins, "lng" answer and practical applicatin type questins. The test will be held during class time frm 5:00pm until 7:00pm. Students must ensure that they arrive 10 minutes earlier s as nt t disturb ther students during the examinatin. Examinatin bklets and papers will be distributed at the beginning f the perid. If yu cannt sit the examinatin due t circumstances utside f yur cntrl yu must cntact Fang befre the exam begins. Fang will determine whether the reasn is acceptable and utline a remedy fr missing that part f the assessment if applicable. Assessment 4: Participatin Students will be assessed n their class participatins, i.e., cntributin t discussins in the lecture/tutrial. It is suggested that students read the required materials (chapters and additinal readings) befre each lecture. Submissin f assignments Submit yur grup assignment in hard cpy (as well as a sftcpy including all cntents that can be saved electrnically) t the lecturer during the last lecture. Please remember t attach an Assignment Cver sheet t the frnt f yur assignment. Yu can dwnlad the relevant Assignment Cver sheet frm the Business Schl Current Students web page at *Thse grups wh have been granted additinal time by the lecturer t cmplete an assignment r have missed the deadline fr submissin shuld submit a hard cpy (and attach a sftcpy in a CD) t the pigen hle at the Pstgraduate Student Centre. Please remember t attach an Assignment Cver sheet t the frnt f yur assignment. Yu can dwnlad the relevant Assignment Cver sheet frm the Business Schl Current Students web page All cver pages printed frm this website cntain a barcde unique t each student. Once submitted thrugh the pigen hle at the Student Centre, the barcde will be scanned and recrded electrnically. An autmatic will be sent t yur UWA address, ntifying yu that yur assignment has been submitted and recrded successfully. If yu d nt receive this acknwledgement , please cntact the relevant Business Schl Pstgraduate Student Centre (pstgrads-business@uwa.edu.au, ph ). Nte: All assignments submitted thrugh the pigen hle at the Pstgraduate Centre must have a cver sheet cntaining a barcde attached. 12

13 Student Guild Phne: (+61 8) Facsimile: (+61 8) Website: Charter f Student Rights and Respnsibilities The Charter f Student Rights and Respnsibilities utlines the fundamental rights and respnsibilities f students wh undertake their educatin at UWA (refer ). Appeals against academic assessment The University prvides the pprtunity fr students t ldge an appeal against assessment results and/r prgress status (refer ). 13