Marketing

Powerful Essays
Global
MKTG 1064

Lecture One:
INTRODUCTION TO GLOBAL MARKETING

JAN 2013 Semester

1-1

LEARNING OUTCOMES OF THE COURSE
(READ YOUR COURSE GUIDE !!!)

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ASSIGNMENT: GROUP REPORT (50%)
(3000- 5000 word Marketing Plan/ Feasibility Study)

Note: make sure the proportion of content that you write matches the marks distribution

1-3

PREPARING FOR THE GM PROJECT REPORT
1. The project must be researched progressively- last minute work would lead to poor grades 2. You have been given guideline by RMIT lecturer on “minimum research requirements” standards 3. A lot of work is needed on secondary data sources for the country analysis and company analysis 4. I will be posting progressive guidelines on how to approach the project BUT you must take the initiative and start on the work early!
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THE REQUIRED TEXT
International Marketing: Asia-Pacific Edition 3rd Edition BY: Masaaki Kotabe, Sween Hoon Ang, Kathleen Griffiths, Al Marshall, Ranjit Voola, Kristiaan Helsen Wiley (2011)

1-5

INTERNATIONAL VERSUS GLOBAL MARKETING
1. 2. 3. 4. 5. 6. Book is International Marketing Course is called ‘Global Marketing’ Is there a difference? Yes and No depending on different definitions We will deal with global strategy later For the time being, lets assume we are dealing with common material

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THE TEXT AND LEARNING RESOURCES:
1. Will use the Kotabe text as a framework for each lecture 2. But may also include additional materials to supplement the concepts 3. Notes are NOT sufficient – MUST read the text! 4. Back of chapter questions and short answers 5. Sample examination questions shown by relevant topics 6. Videos shown in lecture to supplement learning concepts- make sure you are present
1-7

IMPORTANCE OF STUDYING GLOBAL MARKETING
1. 2. 3. 4. 5. 6. 7. Career prospects The rapid globalization of markets Cross-cultural adaptation Dealing with foreign customers Marketing research capabilities Widening your horizons and current

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