1_Syllabus Delane Luciano 2012final - COURSE GLOBAL MARKETING MANAGEMENT PROFESSOR DELANE BOTELHO LUCIANO THOM e CASTRO DEPARTAMENT MCD PROGRAM OneMBA

1_Syllabus Delane Luciano 2012final - COURSE GLOBAL...

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COURSE: GLOBAL MARKETING MANAGEMENT PROFESSOR: DELANE BOTELHO; LUCIANO THOMÉ e CASTRO DEPARTAMENT: MCD PROGRAM: OneMBA, Global Executive MBA Program MODULE: II 2012 FACULTY INFORMATION Professor DELANE BOTELHO has graduated in Agronomic Engineering from Federal University of Lavras (UFLA) and took his masters and doctoral degrees in Business Administration from EAESP-FGV. He has both professional and academic international experience, including academic program at Wirtschaftsuniversität Wien (Austria), visiting scholar program at University of Southern California (USA), global governance program at the German Development Institute (Germany) and research fellowship at United Nations Conference on Trade and Development (Switzerland). He is currently full time professor of Marketing at EAESP-FGV. He has published internationally in areas of consumer behavior and marketing models, and is currently scientific editor of top Brazilian journals in the area. Professor LUCIANO THOMÉ e CASTRO has graduated in Business Administration from University of São Paulo (FEARP-USP) and took his masters and doctoral degree in Business Administration from FEA-USP. He has both professional and academic international experience, including academic programs at universities of Wageningen (Netherlands), Kiel (Germany) and Purdue (USA), where he developed joint projects and publications. He has developed research projects and intervention in companies of various sectors in Marketing, Sales Management, Distribution Channels and Agribusiness. He is founder of Markestrat ( Centro de Projetos em Marketing e Estratégia ), and is currently professor of Marketing at EAESP-FGV. COURSE OBJETIVES This course emphasizes the theoretical foundations of global marketing with a managerial, practical and critical outlook. Specific objectives include: a) Gain an understanding of the functional aspects of global marketing management, including product management, promotion, channels of distribution, pricing, segmentation and positioning, and marketing strategy. b) Expose students to perspectives for emerging markets. c) Refine theirs skills in analyzing real cases concerning organizations that are or would like to be global players. At the end of the course students should be able to perform the key tasks of a global marketing manager, including market research, analyses, strategic planning and controlling marketing programs at both local and global levels. METHODOLOGY The course requires in-class lectures, class and group discussions, oral presentations, case studies on relevant marketing topics, on-line exercises, and projects. Students are expected to read the chapters and articles assigned, as well as prepare the cases to be discussed in class. In addition, the course will have research assignments that will require international group participation. The level and quality of class participation will be taken into account when assigning final grades. Participants are expected to complete reading assignments prior to the sessions, and to actively participate in all discussions. In this course we will
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