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FACULTY OF EKONOMICS
AND BUSINESS
SYLLABUS
Global Marketing
(MAN3203)
COURSE DESCRIPTION
This course is designed to equip students with theoretical foundation, strategies and
tools for delivering and performing global marketing strategies and practices that can
provide sustainable advantages for companies. Those conceptual and theoretical
foundation help students answer questions regarding what, how, and why, when, where
and how of global marketing.
This course consists of 4 main components of global marketing: global marketing
environments (economy, social, cultural, political, legal, and technological); global
marketing strategies (segmenting, targeting, positioning, mobility and partnership); global
marketing tactics (product/services, pricing, channel, advertising and promotions); and
global marketing operations (information system, market research, e-marketing, leading,
organizing and monitoring)
PREREQUISITE COURSE
Fundamentals of Marketing (EKM 2201)
LEARNING OBJECTIVES
After completion of this course, students are expected to be able to:
1. Understand the basic theories and approaches of global marketing, comparing with
domestic marketing
2. Describe the components of global marketing environment and its implications to
global marketing strategies (segmenting, targeting and positioning) and to global
marketing tactics (marketing mix)
3. Identify, describe, and analyze global marketing problems with appropriate and
smart solutions
1
4. Evaluate current global marketing practices, strategies and activities and able to
design and to deliver an innovative and ethical global marketing plan.
READING MATERIALS
Students needs reading materials that provide conceptual tools and framework for
analyzing recurring problems in global marketing and developing effective marketing plan
as well as reading materials that provide relevant measures of global marketing activities
and performance. Therefore, this course is delivered based on the following resource:
Keegan, Warren J and Green, Mark C., Global Marketing, 9th. Edition, 2017, Pearson
Education, Ltd.
STUDENTS’ RESPONSIBILITIES
Reading the text assignments before class meeting is strongly recommended. Students are
expected to contribute to class discussion, to expose their viewpoint to the critical
judgment of the class, to voice their opinion, to challenge the concepts, and to bring to
the classroom their learning based on other courses and life experiences. Students are also
encouraged to examine the relevance of global marketing concepts in the context of
current business andeconomic trends in industry.
In order to create conducive learning environment, the use of cellular phones in the
classroom is prohibited. The communication devices must be deactivated or placed in a
vibrate mode before the class begins. In case a student expects to receive a very
important call, the student should inform the class before class begins and the student
should answer the call outside the classroom. We should respect each other. This requires
that we all listen carefully to each other.
ABSENTEEISM
Students are expected to attend all the scheduled meetings on time. Absenteeism policy
follows the regulation stipulated by the academic office. In general, students are allowed
to skip classes no more than 25% of actual class meetings without any penalty. Violation of
this rule may result in student’s deprivation of final exam or in automatic failure of the
course. It should be noted that the allowable absenteeism is intended to protect students
from any penalty that they do not deserve due to unexpected events beyond their control.
LEARNING METHOD:
Connection between the course and the Learning Goals (LGs) and Learning Objectives
(Los) of the Undergraduate Program in Management:
GRADING/EVALUATION:
A students’s grade is based on total score of all grading components. The assessment is
designed so that a student can earn a total score of 100% for all combining
components.The composition of components are as follows;
PRESENTATION LIST:
Presenter Nama Chapter Topik
1. Akwila Irsan Aji Kusuma #4
M. Harits Ramadhan
2. Muhammad Nafizal Mardiansah #5
Niko Arya Pratama
3. Desy Anggreny Sitorus #6,#7
Sofia Kirana Dewi
4. Alya Permata Andjani #8
5. Egie Jeep Ilwani #9
6. Satrio Bagus Panuntun #10
7. Giovani Afrillyan Oei Sinarly #11, #12
Zakka Ardhi Pradana
8. Mochammad Muchlas D. #13, #14
Aliy Lukmansyah N.
9. Jcm Theon Giantino #15
10. Muhammad Bilal D.M. #16
11. Nisreina Noor Afifah #17
Andrew Nathaniel