University of Alberta School of Business
Department of Marketing, Business Economics and Law Marketing 442 – International Marketing
Term – Winter 2018
Instructor: Onita Blankenfeldt Office: BUS 2-33
Email: [email protected]
Office hours: Thursday 1-1.50pm Course materials
Global Marketing 9th Edition by Keegan & Green (Bound $128, Looseleaf $88) Course objectives
International markets are so intertwined and interdependent that it is no longer possible for a firm to only consider domestic markets and domestic competition.
Even if a company decides to “stay local” they must have a proactive response to business opportunities and challenges. This course will examine the global economic and trade environment as well as how the marketing mix is impacted when a company decides to internationalize.
Grading
Midterm 1 – February 9, 2018 – 30%
Midterm 2 – March 16, 2018 – 30%
Final exam – April 20, 2018 – 35%
Participation – 5%
Expectations
You are paying a lot of money to take this course. Your return on this investment will be determined by how prepared you are, and how engaged you are. Do your best to be present and to get the most out of this experience.
Academic integrity
The University of Alberta has a strict academic integrity code. In a nutshell – don’t plagiarize the work of others, don’t cheat, & don’t help others to cheat.
Better to fail this class than be a cheat in life.
Course schedule Week 1 (Jan 8-12)
Introduction and course outline review
Chapter 1 – Introduction to Global Marketing + McDonald’s Case
Week 2 (Jan 15-19)
Chapter 2 – The Global Economic Environment Week 3 (Jan 22-26)
Chapter 3 – The Global Trade Environment + Will the Euro survive Case Week 4 (Jan 29-Feb 2)
Chapter 4 – Social & Cultural Environments + Is Tourism the Saviour/Scourge of Venice?
Week 5 (Feb 5-9) Midterm Feb 9, 2018
Chapter 5 – Political, legal & Regulatory Environments + Will Western Sanctions hurt Putin’s Russia Case
Week 6 (Feb 12-16)
Chapter 6 – Global Information Systems & Market Research + Big Data Transforms Music Business Case
Reading Week (Feb 19-23) No classes Week 7 (Feb 26-Mar 2)
Chapter 7 – Segmentation, Targeting & Positioning + Cosmetics Giants Segment the Global Cosmetics Market Case
Week 8 (Mar 5-9)
Chapter 8 - Importing, Exporting & Sourcing + Increasing US Exports Case Week 9 (Mar 12-16) Midterm 2 – March 16, 2018
Chapter 9 – Global Market Strategies: Licensing, Investment & Strategic Alliances + Starbucks Takes Coffee Culture Around the World Case
Week 10 (Mar 19-23)
Chapter 10 – Brand & Product Decisions in Global Marketing + Google Case Week 11 (Mar 26-30) No class Mar 30
Chapter 11 – Pricing Decisions + Global Consumer-Products Companies Target Low- Income Consumers
Week 12 (Apr 2-6) No class Apr 2
Chapter 12 – Global Marketing Channels & Physical Distribution + Can Walmart Crack the Retail Code in India Case?
Week 13 (Apr 9-13)
Chapter 13 & 14 – Global Marketing Communications Decisions
