The Australian School of Business

School of Marketing

MARK6010

GLOBAL MARKETING STRATEGIES

COURSE OUTLINE SESSION 2, 2007

The original material prepared for this guide is copyright. Apart from fair dealing for the purposes of private study, research,

criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission. Enquiries should be addressed to the Director, Master of Marketing, School of Marketing, UNSW.

MARK6010: Global Marketing Strategy 1

COURSE OVERVIEW 2

1. COURSE STAFF 3

1.1 Communication with Staff 3

2. INFORMATION ABOUT THE COURSE 3

2.1 Teaching times and Locations 3 2.2 Units of Credit 3 2.3 Relationship of this course to other course offerings 3 2.4 Approach to learning and teaching 3

3. COURSE AIMS AND OUTCOMES 3

3.1 Course Aims 3 3.2 Student Learning Outcomes 4 3.3 Teaching Strategies 4

4. STUDENT RESPONSIBILITIES AND CONDUCT 4

4.1 Attendance 4 4.2 Keeping informed 4

5. LEARNING ASSESSMENT 4

5.2 Assessment Details 5 5.2.1 Class participation and case discussions 5 5.2.2 Individual Case Analysis Assignment 7 5.2.3 Group Assignment 7

6. ACADEMIC HONESTY AND PLAGIARISM 10

7. STUDENT RESOURCES 11

7.1 Course Resources 11 7.2 Other Resources, Support and Information 11

8. CONTINUAL COURSE IMPROVEMENT 11

9. COURSE SCHEDULE 12

PEER EVALUATION FORM 14

MARK6010: Global Marketing Strategy 2

COURSE OVERVIEW

W Date Topics Readings

1 23 Jul

Understanding the Global marketing

environment

The Global economy

Cultural, social, political and legal forces

Guide to Case Analysis

The Globalization of Markets

The Competitive Advantage of Nations

The New World Disorder

2 30 Jul

Analysing Global marketing

opportunities

Global markets and customers

Global marketing research

Distance Still Matters: The Hard Reality of

Global Expansion

Inside the Mind of the Chinese Consumers

Case study: Gillette Indonesia

3 6 Aug

Developing Global marketing

opportunities

Global marketing strategies

Global market entry strategies Guest Lecturer: Libby Nutt, Global

Marketing Director, Casella Wines

Managing Differences: The Central

Challenge of Global Strategy

The Hidden Challenge of Cross-Border

Negotiations

Strategies That Fit Emerging Markets

The Great Transition

Case study: Vietnam Market Entry

Decisions

4 13 Aug

Designing Global marketing programs 1 Global communications strategies

Managing Global advertising

Pricing for Global markets

How Global Brands Compete

The Hidden Dragons Case study: The Global Branding of Stella

Artois

5 20 Aug

Designing Global marketing programs 2

Global product and service strategies

Managing Global distribution channels

Managing International Sales

Regional Strategies for Global Leadership

Thriving Locally in the Global Economy

The End of Corporate Imperialism

Managing Multicultural Team

Case study: Supermercados Disco:

Regional Strategy

6 27 Aug

E-commerce in Global Marketing

strategy

Guest Lecturer: Edwin Kuller, E-

business adviser, AUSTRADE

Saving the Internet

The Effect of E-Commerce Drivers on

Export Marketing Strategy

Case study: The Brand in the Hand:

Mobile Marketing at Adidas

7 3 Sep

Managing the Global marketing effort

Organising for Global marketing

Planning and controlling Global

marketing

Serving the World‟s Poor, Profitably

What is a Global Manager? Case study: Bombardier Transportation

and the Adtranz Acquisition

17 Sep Individual Case Analysis Assignment

submission

Case study: Mary Kay Cosmetics: Asian

Market Entry

1 Oct Group Assignment submission Project: An Australian company international

market entry

MARK6010: Global Marketing Strategy 3

1. COURSE STAFF

Course Coordinator: Dr Munib Karavdic

Email address: munib.karavdic@unsw.edu.au

Telephone: 0401 688 491

Consultation: After lecture

Admin Contact: Margot Decelis, Assitant to Head of School Email: m.decelis@unsw.edu.au

Telephone: 9385-3385

Location: 304 Goodsell Building (Quadrant building from mid August)

1.1 Communication with Staff

I am generally available to answer questions by email or telephone. If you‟re planning

to come to my office please email me first.

2. INFORMATION ABOUT THE COURSE 2.1 Teaching times and Locations

Lecture: Monday 6.00 – 9.00 pm

Venue: Pioneer International Theatre, AGSM Building (next to Gate 11 Botany Street)

2.2 Units of Credit

This course is worth 3 OC

2.3 Relationship of this course to other course offerings

It is expected that students have a good overall knowledge of the marketing area from

previous academic study.

2.4 Approach to learning and teaching

This course will utilise a range of learning and teaching approaches including lectures,

case studies, reading material, visiting speakers and video material. Active student

participation and preparation to the classes will form an important element of the

course.

3. COURSE AIMS AND OUTCOMES 3.1 Course Aims

Global Marketing Strategies is an advanced course that is focused on international

marketing strategy and operations. The main emphasis of the course is on key issues in

international marketing and managerial decision making in the complex international

market environment, while another emphasis is on marketing to major foreign markets.

First, the course will overview the international marketing environments, as well as the

theory of international trade and the global trading systems. Then, the course will

discuss firm‟s international market entry and marketing to foreign countries. Finally, the

MARK6010: Global Marketing Strategy 4

course will cover various aspects of developing and implementing global marketing

strategies and managing international marketing operations.

3.2 Student Learning Outcomes

The objectives of the course are: (a) to foster students' understanding of and sensitivity

to the unique cultural environment in which international marketing takes place; (b) to

enhance students‟ knowledge of international markets and international marketing

strategy; (c) to develop students‟ ability to make decisions in international marketing;

and (d) to prepare students for a possible career in international marketing.

3.3 Teaching Strategies

The course will integrate readings, discussions, case analysis and presentations,

assignments, and short lectures to achieve the objectives. Critical thinking and active

involvement of students in class discussions are key to achieving the course objective.

The students are expected to be fully prepared for class discussions. The students will

take turn to lead the class discussion and case analysis throughout the course. For each

class meeting several articles will be assigned. Students are expected to have read the

article before coming to the class.

4. STUDENT RESPONSIBILITIES AND CONDUCT 4.1 Attendance

Your regular and punctual attendance at lectures and seminars is expected in this course.

University regulations indicate that if students attend less than eighty per cent of

scheduled classes they may be refused final assessment.

4.2 Keeping informed

You should take note of all announcements made in lectures, tutorials or on the course

web site. From time to time, the University will send important announcements to your

university e-mail address without providing you with a paper copy. You will be

deemed to have received this information.

For information on your responsibilities regarding workload, general conduct and

behaviour, and keeping informed, please refer to the School of Marketing‟s website.

http://www2.marketing.unsw.edu.au/nps/servlet/portalservice?GI_ID=System.LoggedO

utInheritableArea&maxWnd=_Current_Policies

5. LEARNING ASSESSMENT 5.1 Formal Requirements

You must perform satisfactorily in all assessment tasks:

achieve an average mark of at least 50; and

gain at least 50% of the allocated marks in the assignments.

MARK6010: Global Marketing Strategy 5

5.2 Assessment Details

Assessment Component Weighting Date Due

Class Preparation and Participation 30% Throughout course

Individual Assignment 30% 17 September 2007

Group Assignment 40% 1 October 2007

TOTAL 100%

These assessments are designed to test your:

understanding of how to develop and implement Global Marketing Strategies

ability to relate to real organisational issues and problems,

ability to develop or critique an organisation‟s global marketing strategy or a

major component of a global marketing strategy, and

written and presentation skills

5.2.1 Class participation and case discussions

Active preparation and participation are an important component of the Master of

Marketing program. You will be assessed on your ability to discuss intelligently and

contribute to class discussion of case studies, designated readings and questions from

the course lecturer.

Class Preparation (15%)

Because this course relies heavily on advanced conceptual articles and case materials,

extensive before class preparation and in class participation are required to ensure the

class' success. What you get from this course will depend on what you put in – not just

in terms of your reading and analysis of the articles and cases, but your willingness to

question and to seek alternate perspectives, to be clear about your own position, and to

defend your arguments.

Guide to Article Analysis. The following set of questions is provided to guide your

analysis of the readings assigned in this course.

1. What is the purpose of this article? What problem or issue does it address? Just

what is the author trying to do?

2. What are the basic assumptions/assertions/values that underlie this piece? Are

these assumptions explicit or implicit?

3. What is the basic argument/thesis? What are the major findings and

conclusions?

4. What is the nature of the evidence presented in support of the argument/thesis?

Are the conclusions well supported?

5. What problems or concerns are you left with? How does the article relate to

other articles you have read and to your own knowledge and experience? How

does it contribute to your overall understanding of global marketing strategy?

MARK6010: Global Marketing Strategy 6

Guide to Case Analysis. Preparation for a case discussion should:

1. Begin with a rapid reading of the assigned case and other materials.

2. Then, it is worthwhile to review the discussion questions provided for clues as to

what issues require special attention. Questions will be distributed either in-class

or online one week before each case discussion.

3. The next step is normally to re-read the case carefully, taking notes that sort

information, facts, and observations under a number of relevant headings. You

should try to formulate theories or hypotheses about what is going on as you

read, modifying or rejecting them as new information surfaces (e.g. "Table 2

shows that shipping costs per unit are higher for small orders, but only for long-

distance shipments"). Push yourself to reach definitive conclusions before you

come to class.

4. All students should perform quantitative analyses, “crunching” whatever

numbers are available. It is also very important to provide quantitative support

wherever possible, particularly when exploring various hypotheses as to the

nature and importance of certain phenomena.

5. Finally, preparation will include notes that can be used to guide your

interventions in class discussions.

Preparation Notes

It is expected that you will make brief notes or outlines before coming to class. It is

required to prepare notes (1-2 pages) for article for at least two articles and one case

study which will be discussed in that week. You should rely on these notes when

contributing to the class discussion and submit them to lecturer at the end of the each

class discussion. Preparation notes should list your name, the date, the article discussed

that day.

Class Participation (15%)

Your overall commitment and attitude toward this course, and your daily active verbal

participation in class discussions, will be closely monitored. In grading class

participation, I will look at both the quantity and quality of your class contributions/

interventions.

With regard to quality, the dimensions that we look for include:

Relevance - does the comment bear on the subject at hand?

Causal Linkage - are the logical antecedents or consequences of a particular argument

traced out?

Responsiveness - does the comment react in an important way to what someone else

has said?

Analysis - is the reasoning employed consistent and logical?

Evidence - have data from the case, from personal experience, from general knowledge

been employed to support the assertions made?

Importance - does the contribution further our understanding of the issues at hand? Is a

connection made with other cases we have analysed?

Building on other people‟s thoughts, you may throw out your own questions, make

comments to others‟ arguments, challenge others‟ opinions, etc. Students who make no

contributions will receive no credit. Attempts to dominate class discussion rarely result

in consistent and significant contributions.

MARK6010: Global Marketing Strategy 7

Participation Cards

At the end of each class discussion, students who actively participated in the discussion

should turn in a Participation Card. These cards should list your name, the date, the case

or topic discussed that day, and a synopsis of your contributions during that day‟s

discussion. The Participation Cards will be used in combination with the lecturer‟s own

daily evaluations to determine your participation grade for the day. 5.2.2 Individual Case Analysis Assignment

Due date: 17 September 2007 by 5PM Length: 10 pages of text (15 pages including Appendix)

Please number all pages starting from Managerial Summary.

Font Size: 12 point, Times New Roman (nothing smaller than 8 point font can be used)

Spacing: double spacing

Submission: email to munib.karavdic@unsw.edu.au & m.decelis@unsw.edu.au

Guidelines for Case Analysis: Mary Kay Cosmetics - Asian Market Entry, Harvard

Business School

Use guidelines explained in Group assignment below to answer the following questions:

1. Why has MKC not been as successful as Avon in penetrating international

markets?

2. What criteria should MKC use in deciding how to prioritise foreign market entry

opportunities?

3. What are the arguments for and against MKC entering (a) Japan and (b) China?

4. What marketing mix recommendations would you make to Dandurand if she

decides to enter (a) Japan and (b) China? 5.2.3 Group Assignment

Due date: 1 October 2007 by 5PM Length: 20 pages MAXIMUM of text (30 pages MAXIMUM of the complete report)

Please number all pages starting from Managerial Summary.

Font Size: 12 point, Times New Roman (nothing smaller than 8 point font can be used)

Spacing: double spacing

Margins: 1" on all sides (top, left, bottom, and right)

Submission: email to munib.karavdic@unsw.edu.au & m.decelis@unsw.edu.au

Total Points for Written Report: 250 points

Project Report Guidelines

Objectives

To help students integrate the concepts learned all semester and apply them in writing an in-

depth marketing plan for a brand/company's entry in a foreign country. The project will also

help students develop skills to work in groups. Each group will include 4 members.

Project Description

The project will consist of three main parts: (a) Country Outlook, (b) Industry Outlook, and (c)

Brand/Company Marketing Strategy. It will be helpful if you pick the country first (based on

some preliminary analysis), then choose an industry/product category (based on some

MARK6010: Global Marketing Strategy 8

preliminary analysis). However, if you are very familiar with a particular industry or a brand

(done some previous projects) then you can start with the industry/brand and then explore which

country you would like to market your product in.

COVER PAGE

TABLE OF CONTENTS

MANAGERIAL SUMMARY (10 points)

The managerial summary should be not more than one page. This usually comes off best if you

write it last, after you know what you have to say. In this section you should briefly summarise

what your research project was and what were the interesting and useful findings. Also mention

specific recommendations that you would make using your findings.

COUNTRY OUTLOOK (60 points)

Choose a country other than Australia and an industry in that country. You can also investigate

a business idea that you may want to initiate in a foreign market. Do a detailed study of the

country. This should include information on (i) demographics (size of the population & its

growth rate, age, gender, and geographic distribution of the population; (ii) economy and

economic trends (income distribution, per capita income, key exports and imports etc); (iii)

political & legal environments (democracy or other, any restrictions on foreign companies); &

(iv) cultural & social factors relevant to your industry. Each of the four components is worth 15

points.

INDUSTRY OUTLOOK (60 points)

Study the chosen industry in the country on following aspects:

(i) Size of the market, its growth rate, and its long-term potential. (ii) Major product lines/types

to be found in the chosen market. (iii) Major consumer/business segments: If you have selected

a consumer product industry, you could segment the market in many different ways. For

example, demographics, lifestyle, benefits sought, behavioral usage rate, user status, purchase

occasion, loyalty status, buyer readiness state, & attitude toward the product. If you have

selected an industrial product, you could segment the market in various ways: end-industry,

company size, geographic location, customer, technology, user status, customer capabilities,

purchasing function organization, functional dominance, purchase policies, purchase criteria,

attitude toward risk etc. (iv) The nature of competition: Major competitors and their

approximate market shares. Their strengths and weaknesses, segments in which competitors are

strong, segments in which they are vulnerable, areas in which you may have a competitive

advantage etc. (v) Channels of distribution and their availability to a new entrant: Existing

channels used by other brands in the market and strengths and weaknesses of those channels.

Each of the five components is worth 12 points.

BRAND/COMPANY MARKETING STRATEGY (100 points)

Prepare a detailed marketing plan for entering the chosen industry in the chosen country based

on the following information:

(i) Entry strategies (e.g., exporting, licensing, joint venture) used by other recent entrants to the

market, what can be learned from these, and whether these can be copied. (3 points)

(ii) Feasibility, strengths and weaknesses of alternative modes of organizing the business:

buying needed technology vs. developing it yourself, exporting vs. manufacturing in the new

country, whether to use a joint venture, whether to acquire a company in the new country, &

listing availability of capital, labour, & material sources. Any legal restrictions that might have a

bearing on the feasibility of the proposed project. (10 points)

Based upon the above information, you should develop a marketing plan covering:

MARK6010: Global Marketing Strategy 9

(iii) Market coverage strategy: Whether the whole market is to be covered, or only specific

segments. If the latter, a list of which segments are to be sought and why. (12 points)

(iv) Strategies for reaching each segment: Please provide specific details with respect to each of

4 Ps and how these will change through the life cycle of the venture. Each of the following four

components is worth 10 points.

Product – do you recommend any changes in the product formulation/ composition and/or

product packaging and why? Which specific pack sizes and product flavours (if

applicable) you plan to offer and why?

Channels – which existing channel(s) of distribution you plan to tap into? Which channel(s) you

would like to avoid and why? Do you plan starting any new channel e.g., Pizza Hut

in hotels and if yes, why? What strategies you recommend for your product/service

if your distribution is likely to face the problems of locked-up channel & grey

market?

Price – what pricing strategy you recommend and why? What specific prices you want to

set for different pack sizes (if applicable)? How do these prices (relative to

competition) compare with the prices in Australian market?

Promotion – how do you plan to position your product? What specific ad media you plan to use

(e.g., TV, radio, magazines etc) and why? Which specific media vehicles you plan

to use (e.g., program on TV; specific magazine) & why? What trade and consumer

promotions (e.g., in store product demo, coupons) you plan and why?

(v) Resources to be used in implementing the strategies & time table: An outline of where

needed capital, designs, manpower, production facilities will come from. 10 points

(vi) Sales, profit, & market share projections. 10 points

(vii) Control implementation 15 points

OTHER (20 points)

You must clearly list the articles and books cited, people/experts interviewed/consulted, and

secondary data used. In particular, online resources should be cited fully and properly.

Make sure your report is polished and well structured. A good strategy to follow is to keep your

paragraphs short and clear. Separate different topics by headers. The report should have a

consistent style, as if it was written by one author. Always plan ahead and leave time for editing

and proofreading. Make sure your report does not contain typos and careless errors.

Advice on working with a team:

• Start early so any problems with either the project or group members could be sorted out

early in the semester

• Divide the responsibilities pertaining to the project among group members early in the

semester. This will provide more time to each group member to complete her/his part of the

project. Further, if the group is not satisfied with the written part of any of the members,

starting early will provide another opportunity for the member to improve her/his written part

• Attend all group meetings and when you can't attend one, show responsibility and contact

group members to fill you in.

• Maintain healthy and regular interactions with each group member, so that you know if you

are meeting the expectations of other group members.

• Get a rough idea from your group members about how many points they plan to allocate to

you at the time of peer evaluations.

• It is always a good idea to complete your project at least a week or two before the deadline.

MARK6010: Global Marketing Strategy 10

6. ACADEMIC HONESTY AND PLAGIARISM

The University regards plagiarism as a form of academic misconduct, and has very

strict rules regarding plagiarism. For full information regarding policies, penalties

and information to help you avoid plagiarism see: http://www.lc.unsw.edu.au/plagiarism/index.html

Plagiarism is the presentation of the thoughts or work of another as one’s own.* Examples

include:

direct duplication of the thoughts or work of another, including by copying work, or

knowingly permitting it to be copied. This includes copying material, ideas or concepts

from a book, article, report or other written document (whether published or

unpublished), composition, artwork, design, drawing, circuitry, computer program or

software, web site, Internet, other electronic resource, or another person’s assignment

without appropriate acknowledgement;

paraphrasing another person’s work with very minor changes keeping the meaning,

form and/or progression of ideas of the original;

piecing together sections of the work of others into a new whole;

presenting an assessment item as independent work when it has been produced in

whole or part in collusion with other people, for example, another student or a tutor;

and,

claiming credit for a proportion a work contributed to a group assessment item that is

greater than that actually contributed.†

Submitting an assessment item that has already been submitted for academic credit

elsewhere may also be considered plagiarism.

The inclusion of the thoughts or work of another with attribution appropriate to the

academic discipline does not amount to plagiarism.

Students are reminded of their Rights and Responsibilities in respect of plagiarism, as set

out in the University Undergraduate and Postgraduate Handbooks, and are encouraged to

seek advice from academic staff whenever necessary to ensure they avoid plagiarism in all

its forms.

The Learning Centre website is the central University online resource for staff and student

information on plagiarism and academic honesty. It can be located at:

www.lc.unsw.edu.au/plagiarism

The Learning Centre also provides substantial educational written materials, workshops,

and tutorials to aid students, for example, in:

correct referencing practices;

paraphrasing, summarising, essay writing, and time management;

appropriate use of, and attribution for, a range of materials including text, images,

formulae and concepts.

Individual assistance is available on request from The Learning Centre.

Students are also reminded that careful time management is an important part of study

and one of the identified causes of plagiarism is poor time management. Students should

allow sufficient time for research, drafting, and the proper referencing of sources in

preparing all assessment items.

* Based on that proposed to the University of Newcastle by the St James Ethics Centre. Used with kind

permission from the University of Newcastle

† Adapted with kind permission from the University of Melbourne.

MARK6010: Global Marketing Strategy 11

7. STUDENT RESOURCES 7.1 Course Resources

Text Book: No specific textbook is required for this course. Students can read any

international marketing textbook (even editions published in past few years) for

background information.

Required Reading Pack: Articles published in past few years from Harvard Business

Review and other sources.

Supplemental Readings: current on-line articles about international marketing

environments.

Other (optional) recently published books/editions of potential interest:

Jean-Pierre Jeannet and H. David Hennessey, Global Marketing Strategies, (6th

ed.),

Boston: Houghton Mifflin, 2006.

John Quelch and Rohit Deshpande, The Global Market: Developing a Strategy to

Manage Across Borders, San Francisco: Jossey-Bass, 2004.

Johny K. Johansson, Global Marketing: Foreign Entry, Local Marketing, and Global

Management, Boston: McGraw-Hill, 2006.

7.2 Other Resources, Support and Information

Students have found the following to be of some help in the past:

Austrade – http://www.austrade.gov.au

Austrade Country profile http://www.austrade.gov.au/Country/default.aspx

US Country Commercial Guide

o http://www.export.gov/mrktresearch/exp_mr_index.asp

Central Intelligence Agency

o https://www.cia.gov/library/publications/the-world-factbook/

US Commercial Services – http://www.export.gov/

Online International business resources–

o http://www.oneonta.edu/library/subject/intbus.html

o http://globaledge.msu.edu/resourceDesk/

8. CONTINUAL COURSE IMPROVEMENT

„Each year feedback is sought from students and other stakeholders about the courses

offered in the School and continual improvements are made based on this feedback.

UNSW's Course and Teaching Evaluation and Improvement (CATEI) Process

(http://www.ltu.unsw.edu.au/ref4-5-1_catei_process.cfm) is one of the ways in which

student evaluative feedback is gathered. Significant changes to courses and programs

within the School are communicated to subsequent cohorts of students‟.

MARK6010: Global Marketing Strategy 12

9. COURSE SCHEDULE

Class 1. Understanding the Global marketing environment The Global economy

o “The Globalization of Markets” by Theodore Levitt, Harvard Business Review, May-June

1983, 92-102.

Cultural, social, political and legal forces o “The Competitive Advantage of Nations” by Michael E. Porter, Harvard Business Review,

March- April 1990, 73-93.

o “The New World Disorder” by Nicolas Checa, John Maguire, and Jonathan Barney,

Harvard Business Review, August 2003, 71-79.

Guide to Case Study Analysis

Class 2. Analysing Global marketing opportunities Global markets and customers

o “Distance Still Matters: The Hard Reality of Global Expansion,” by Pankaj Ghemawat,

Harvard Business Review, September 2001, 137-147.

Global marketing research o “Inside the Mind of the Chinese Consumers” by William McEwen, Xiaoguang Fang,

Chuanping Zhang, and Richard Burkholder, Harvard Business Review, March 2006, 68-76.

Case study: Gillette Indonesia, Harvard Business School

Class 3. Developing Global marketing opportunities Global marketing strategies

o “Managing Differences: The Central Challenge of Global Strategy,” by Pankaj Ghemawat,

Harvard Business Review, March 2007, 59-68.

Global market entry strategies o “The Hidden Challenge of Cross-Border Negotiations” by James K. Sebenius, Harvard

Business Review, March 2002, 4-12.

o “Strategies That Fit Emerging Markets” by Tarum Khanna, Krishna G. Palepu, and Jayant

Sinha, Harvard Business Review, June 2005, 63-76.

o “The Great Transition” by Kenneth Lieberthal and Geoffrey Lieberthal, Harvard Business

Review, October 2003, 70-81.

Case study: Vietnam Market Entry Decisions, Harvard Business School

Guest Lecturer: Libby Nutt, Global Marketing Director, Casella Wines

Class 4. Designing Global marketing programs 1 Global communications strategies

Managing Global advertising o “How Global Brands Compete” by Douglas B. Holt, John A. Quelch, and Earl L. Taylor,

Harvard Business Review, September 2004, 69-75.

Pricing for Global markets

o “The Hidden Dragons” by Ming Zeng and Peter J. Williamson, Harvard Business Review,

October 2003, 92-99.

Case study: The Global Branding of Stella Artois, Ivey School of Business

Class 5. Designing Global marketing programs 2 Global product and service strategies

o “Regional Strategies for Global Leadership” by Pankaj Ghemawat, Harvard Business

Review, December 2005, 98-108.

o “Thriving Locally in the Global Economy” by Rosabeth Moss Kanter, Harvard Business

Review, August 2003, 119-127.

MARK6010: Global Marketing Strategy 13

Managing Global distribution channels o “The End of Corporate Imperialism” by C. K. Prahalad and Kenneth Lieberthal, Harvard

Business Review, August 2003, 109-117.

Managing International Sales o “Managing Multicultural Team” by Jeanne Brett, Kristin Behfar, and Mary C. Kern,

Harvard Business Review, November 2006, 84-91.

Case study: Supermercados Disco: Regional Strategy, Harvard Business School

Class 6. E-commerce in Global marketing strategy o “Saving the Internet” by Jonathan Zittrain, Harvard Business Review, June 2007, 49-59

o “The Effect of E-Commerce Drivers on Export Marketing Strategy,” by Gary Gregory

Munib Karavdic and Shaoming Zou, Journal of International Marketing, 2007, Vol 15(2).

Case study: The Brand in the Hand: Mobile Marketing at Adidas, Ivey School of

Business

Guest Lecturer: Edwin Kuller, E-business Adviser, AUSTRADE

Class 7. Managing the Global marketing effort Organising for Global marketing

Planning and controlling Global marketing o “Serving the World‟s Poor, Profitably” by C. K. Prahalad and Allen Hammond, Harvard

Business Review, September 2002, 48-57.

o “What is a Global Manager?” by Christopher A. Bartlett and Sumantra Ghoshal, Harvard

Business Review, August 2003, 101-108.

Case study: Bombardier Transportation and the Adtranz Acquisition, Ivey School of

Business

MARK6010: Global Marketing Strategy 14

PEER EVALUATION FORM

MARK 6010, Session 2, 2007

The purpose of this form is to allow you to evaluate the relative contribution of the members of

your group to the group project. In making your evaluation, you should divide 100 points

among the members of the group, other than yourself. Thus, the total in each column should be

100.

Your name: ____________________________

Group Topic: _________________________________________________________

_________________________________________________________

_________________________________________________________

Team member (s) name Conceptualis

ation

Project

execution

Team

work

Overall

contribution

TOTAL 100% 100% 100% 100%

Please provide brief comments on the scores you gave:

Thank you very much for your input!