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9. Implementing global marketing strategies WHAT IS REQUIRED THAT STUDENTS KNOW FOR THIS COURSE Students should have basic knowledge of marketing management for this course. The suggested reading material for those who don’t know the basic content is: Silk, A.J. What Is marketing?
1. Eyring, M.J.; Johnson, M.W.; Nair, H. New business models in emerging markets. Harvard Business Review, February, 2011. 2. Gupta, S.; Armstrong, K.; Clayton, Z. Social media. Harvard Business School, February, 2011. 3. Hitt, M.A.; He, X. Firm strategies in a changing global competitive landscape. Business Horizons, V.51, 2008. 4. Marketing Engineering For Excel – Positioning Tutorial, Version 1.0.10 5. Mooij, M. Convergence and divergence in consumer behaviour: implications for global advertising. International Journal of Advertising, V.22, 2003. 6. Nunes, P.F.; Cespedes, F.V. The customer has escaped. Harvard Business Review, November, 2003. 7. Sull, D. How to thrive in turbulent markets. Harvard Business Review, February, 2009. 8. Tellis, G.J.; Prabhu, J.C.; Chandy, R.K. Radical innovation across nations: the preeminence of corporate culture. Journal of Marketing, V.73, 2009. 9. Yujuico, E.; Gelb, B.D. Better marketing to developing countries: why and how. Business Horizons, V.53, 2010. Cases: 1. Cultural norms, Fair & Lovely, and advertising (Cateora;Graham, Case 2-2) 2. Dove: evolution of a brand (Harvard Business Publishing, 2008) 3. MedNet.com confronts “click-through” competition (Harvard Business Publishing, 2007) 4. RosewoodHotels & Resorts: branding to increase customer profitability and lifetime value (Harvard Business Publishing, 2007) 5. The not-so-wonderful world of EuroDisney: things are better now at Paris Disneyland (Cateora;Graham, Case 2-1) 6. TruEarthHealthy Foods: market research for a new product introduction (Harvard Business Publishing, 2009) 7. ViniBrasil: new latitude wines (Harvard Business Publishing, 2008) DETAILED COURSE OUTLINE Session 1 MAY 12TH13:30 - 17:45h SCOPE AND CHALLENGE OF INTERNATIONAL MARKETING Content Course introduction The concept of marketing Environment of international trade Textbook Text Cateora; Graham: chapters 1 and 2 MarkStrat Participant Handbook Case The not-so-wonderful world of EuroDisney: things are better now at Paris Disneyland Assignment Case: What role does ethnocentrism play in the story of EuroDisney´s launch? Session 2 JUN 1ST8:15 – 12:30h CULTURAL ENVIRONMENT OF GLOBAL MARKETS - ENTRY STRATEGIES - POSITIONING Content Entry strategies Foundations of culture; Cultural dynamics and management styles PositioningTextbook Text Cateora; Graham: chapters 4 and 12 Tutorial Positioning (Marketing Engineering) Case Cultural Norms, Fair & Lovely, and Advertising Assignment Case: Is it ethical to exploit cultural norms and values to promote a product? MarkStrat decision round 1: due to 24h after class. MONDAY June, 18thGlobal Project Proposal due
4Session 3 JUN 30TH8:15 – 12:30h GLOBAL MARKET OPPORTUNITIES – MARKETING RESEARCH Content Developing a global vision through marketing research Multinational market regions and market Targeting and Segmentation Textbook Article Cateora; Graham: chapter 8 Better marketing to developing countries: why and how Case