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    Global Marketing Strategy: Hammad Ashraf

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    Zubair Younas
    This document provides an overview of a Global Marketing Strategy lecture course. The course is intended to give students a practical and theoretical understanding of global marketing concepts. It will be taught through lectures, case studies, articles, and a group project. Students will be assessed based on class tests, participation, a research project, and a final exam. The course materials will include readings from various global marketing textbooks and articles. The instructor's contact information is also provided for students to discuss academic issues.

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    Global Marketing Strategy: Hammad Ashraf

    Uploaded by

    Zubair Younas
    30 views22 pages
    This document provides an overview of a Global Marketing Strategy lecture course. The course is intended to give students a practical and theoretical understanding of global marketing concepts. It will be taught through lectures, case studies, articles, and a group project. Students will be assessed based on class tests, participation, a research project, and a final exam. The course materials will include readings from various global marketing textbooks and articles. The instructor's contact information is also provided for students to discuss academic issues.

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    GMS Lecture1

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    This document provides an overview of a Global Marketing Strategy lecture course. The course is intended to give students a practical and theoretical understanding of global marketing concepts. It will be taught through lectures, case studies, articles, and a group project. Students will be assessed based on class tests, participation, a research project, and a final exam. The course materials will include readings from various global marketing textbooks and articles. The instructor's contact information is also provided for students to discuss academic issues.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    30 views22 pages

    Global Marketing Strategy: Hammad Ashraf

    Uploaded by

    Zubair Younas
    This document provides an overview of a Global Marketing Strategy lecture course. The course is intended to give students a practical and theoretical understanding of global marketing concepts. It will be taught through lectures, case studies, articles, and a group project. Students will be assessed based on class tests, participation, a research project, and a final exam. The course materials will include readings from various global marketing textbooks and articles. The instructor's contact information is also provided for students to discuss academic issues.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 22

    Global Marketing Strategy

    Lecture 1
    Hammad Ashraf
    1

    Global Marketing Strategy


    Marketing

    Specialization Course. Master of Business Administration (3 years) Master of Business Administration (2 years) Master of Business Administration (1.5 years, 2 batches) Consultation Hours:
    Wednesday; 11:00 a.m. 1:00 p.m.
    2

    Introduction

    Global marketplace:
    McDonalds restaurants, Sony TVs, Nokia cell phones, Swatch watches, Caterpillar earthmoving equipment.

    Globalization versus local markets:


    Whirlpool and Electrolux facing competition from Haier Group in China.

    Competition is changing the local markets. Emergence of global brands.

    Introduction

    Globalization; the sense of identity with a particular country is becoming blurred:


    Which brands are Japanese, or American, or Korean or German? Does a Big Mac taste the same everywhere in the world? Your toll free call to technical support staff or airline customer service center is answered somewhere else. Era of e-business and e-commerce.
    4

    Introduction
    Following

    World War II, the era of international trade started. Firms taking global marketing seriously for survival:
    Losing domestic markets to competitors with lower cost, more experience and better products. Global marketing strategy focuses its resources on global market opportunities and threats.
    5

    Objectives
    To get a practical and theoretical overview of global marketing in todays market place. To enable students to develop a thorough understanding of global marketing theory and key concepts. To enable students to understand the international differences in consumer behavior.

    Objectives
    To understand the challenge of managing and delivering high quality service to customers in a cross-cultural context. To understand Global marketing strategies from a developed countries and developing nations perspective. To develop appreciation of strategies and plans for a mix of international and global economies.

    Objectives
    To

    develop a knowledge and understanding of vocabulary associated with global marketing strategy in different types of economies, organizations and market situations. To create an awareness of processes, context and influences associated with global marketing strategies.
    8

    Course Structure
    Five

    credit hours workload. Workshop based course. Lectures. Case Studies. Articles. Industry Project. Group Discussions & Exercises.
    9

    Course Structure
    Lecture:

    Basics of global marketing theory(30 minutes).


    Case

    Study:

    Application of global marketing strategy (60 to 75 minutes).


    Article:

    Issues and topics in Global marketing strategy (60 to 75 minutes).


    10

    Assessment
    Class

    Tests Class Participation Research Project Final Examination

    20% 30% 20% 30%

    11

    Case Studies & Articles


    To

    show the practical application of concepts. Linking the other core areas of business with global marketing strategy. Collective wisdom of the class is much higher as compared to that of an individual.
    12

    Class Tests
    The

    criteria mostly ignored by the students. Conducted randomly throughout the semester. Have major impact on the students grade. Can be multiple choice questions, case studies or structured questions.
    13

    Class Participation
    To

    participate in intellectual discussions in the class (with a focus on case studies and articles). Criteria; attendance, participation in the class, level of motivation and positive behavior of the student. The case study and articles discussion will constitute major portion of the participation.
    14

    Group Project
    To

    conduct research in the area of global marketing. To develop a global marketing strategy of a firm operating in Lahore. Project is to be presented in last week. Details to be provided in the lecture.
    15

    Final Examination
    Final

    examination will be conducted in final week and will include all topics covered during the course. It will include questions from case studies and articles. Will be a combination of MCQs, structured questions and case studies.

    16

    Grading System

    A 85 100 % A80 84 % B+ 75 79 % B 70 74 % C+ 65 69 % C 60 64 % D+ 55 59 % D 50-54 % F Below 50 % Unofficial withdrawal Incomplete or Fail Official withdrawal W
    17

    Getting Higher Grades


    Weekly

    group meetings to complete class assignments, case studies, articles and projects. Maintaining full attendance in class and actively and positively participate in class. Positive and healthy attitude on the campus. Weekly individual/group meetings with the Instructor regarding academic issues.
    18

    Resources & Readings


    Warren j. Keegan, & Mark C. Green, (2011), Global Marketing, FourthEdition. Articles provided in the lecture. Jeannet, J and Hennessey, H. (2000) Global Marketing Strategies. 5th revised edition. US, Houghton Mifflin.

    19

    Resources & Readings


    Chee,

    H and Harris, R. (1997) Global Marketing Strategy. London, Pitman. Keegan, W. and Schlegelmilch, B. (2000) Global Marketing Management: A European Perspective. Prentice Hall.

    20

    Contact Details

    Although students are encouraged to discuss the academic issues with the Instructor in University, following contact details are provided in case required:
    Mobile phone: 0333-5757857 E-mail: [email protected]

    21

    The End.
    22

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