Course Name	Global Marketing
Credits	3
Professor(s)	Name	Kim, Saebum
	Affiliation	Dept. of Business Administration

COURSE DESCRIPTION

Course Objectives

This course assumes you have some basic understanding of business, marketing, English, internet, and presentation skills.   The global marketing course is designed to enhance these skills so that you can be better qualified as a future international marketing manager.

Specifically, the goals of this course will help you in the following areas:

1. Identify the problems and perspectives of global marketing across national boundaries.

2. Have insights into environmental perspectives of doing business outside the home country.

3. Identify different sources of information needed for making global marketing decisions.

4. Formulate marketing strategies in the global context.

MAIN TEXTBOOK and FURTHER READINGS

Main Textbook: Vern Terpstra, International Dimensions of Marketing, 4th edition, Wadsworth

Additional Textbook: Cateora, Gilly and Graham, International Marketing, 14th edition, McGraw-Hill

ASSIGNMENTS AND GRADING

Assignments: Global marketing project.

Each group (maximum: 4 students) will choose a product or service, either from some other country or here in Korea.  It is your task to fully understand this product/service and market it to a country, part of a country (market segment), or a geographical region which may consist of many countries or parts thereof.

Grading Scheme: Attendance(10%), Mid-term Exam(30%), Final Exam(30%), Project Task(30%)

COURSE SCHEDULE

Course Outline

Week 1:

Orientation to the course

Marketing Mix & Perspectives from each Function of Management

Week 2:

Dimensions of International Task

Logic for Global Marketing Strategy

Video Lecture : Managing the Overseas Assignment (30)

Week 3:

Barriers to Global Marketing Strategy

Company Influence on International Marketing

Video Lecture : (Leadership of Chung Joo-Young)

Week 4:

The Environment of International Marketing

Week 5:

Major Variables for the Future Course of World Trade

How to be a Leader in Marketplace:

International Politics & Marketing

Week 6:

Foreign Market Environment

Mid-term Test

Week 7:

Culture & Values

Cross-Cultural Marketing

Week 8:

How Foreign Consumers Differ

Foreign Industrial Markets

Video: Made in China(50)

Week9:

International Marketing Research

Video: Employee Satisfaction at Work (30)

Week 10:

Product Strategies for World Markets

International Distribution Decisions

Week 11:

International Physical Distribution

Video Case : Fedex (30)

Week 12:

International Dimensions of Promotion

Video Case: 30 second seduction (30)

Week 13:

Group Presentations

Week 14:

Wrap-up Lecture

Week 15:

Final Test

CONTACT DETAILS

Tel: 751-5736                       e-mail: sbumkim@gnu.ac.kr