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UNIVERSITAS GADJAH MADA

FACULTY OF EKONOMICS
AND BUSINESS

SYLLABUS
Global Marketing
(MAN3203)

Facilitator : Sari Winahjoe P.


Office : R. 218, South Wing, 2 nd. Fl. FEB UGM
sariwinahjoe @ugm.ac.id; winahjoesari@yahoo.com
Academic Year : Augustc2018 – December 2018
Schedule : Wednesday 10.00 – 12.30
Room : U-305
Program : Regular
________________________________________________________________________________

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
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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:

Learning Goals Learning Objectives High Med. Low


1. Students 1.1 Demonstrate the ability to V
demonstrate the deliver written reports through
ability to organization
communicate 1.2 Demonstrate the ability to V
deliver written reports through
reasoning
1.3 Demonstrate the ability to V
deliver written reports through
2
research method
1.4 Demonstrate the ability to V
deliver written reports through
analytical thinking
1.5 Demonstrate the ability to V
deliver written reports through
1.6 style V
Demonstrate the ability to
deliver oral presentation through
1.7 structure V
Demonstrate the ability to
deliver oral presentation the
1.8 usage of media V
Demonstrate the ability to
deliver oral presentation through
1.9 body language V
Demonstrate the ability to
deliver oral presentation through
responding to questions
2. Students 2.1 Demonstrate the ability to V
demonstrate the identify issues of ethics
ability to work
in teams
3. Students have 3.1 Demonstrate the ability to V
the identify issues of ethics
understanding 3.2 Demonstrate the ability to make V
about ethics a choice based on ethical
considerations
4. Students 4.1 Demonstrate the ability to V
demonstrate the comprehend knowledge (in the
ability to field) of management
comprehend
knowledge (in
the field) of
management
5. Students 5.1 Demonstrate the ability to lead V
demonstrate the other
ability to lead
others

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;

Mid-tem exam 20%


Final exam 20%
Class participation 20%
Presentation 20%
Quiz, assignments 20%
___+
100%
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Students are not allowed to take catch-up exam in case they cannot attend the scheduled
exam. A student’s final grade of the course is determined based on the available grade
components of the students

Session Topic Source

1. 15 August 2018 Introduction to Global Marketing Ch. #1


2. 29 August 2018 The Global Economic Environment Ch. #2
The Global Trade Environmernt Ch. #3
3. 05 September 2018 Social and Cultural Environments Ch. #4
Case Presentation #1
4. 12 September 2018 The Political, Legal, and Regulatory
Environments Ch. #5
Case Presentation #2
5. 19 Septermber 2018 Global Information Systems and Market
Research Ch. #6,
Segmentation, Targeting, and Positioning Ch. #7
Case Presentation #3
6. 26 September 2018 Importing, Exporting, and Sourcing Ch. #8,
Case Presentation #4
MIDTERM EXAMINATION, 01 October 2018 – 13 October 2018, Close Book
7. 17 October 2018 Global Market Entry Strategies: Licensing, Ch. #9
Investment, and Strategic Alliances
Case Presentation #5
8. 24 October 2018 Brand and Product Decisions in Global
Marketing Ch. #10
Case Presentation #6
9. 31 October 2018 Pricing Decisions
Global Marketing Channels and Physical Ch. #11
Distribution Ch. #!2
Case Presentation #7
10. 07 November 2018 Global Marketing Communication Decisions
I: Advertising and Public Relations
Ch. #13
Global Marketing Communication Decisions
II:
Sales Promotion, Personal Selling, and
Ch. #14
Special Forms of Marketing Communication
Case Presentation #8
11 14 November 2018 Global Marketing and The Digital
Revolution Ch. #15
Case Presentation #9
12. 21 November 2018 Strategic Elements of Competitive
Advantage
Ch. #16
Case Presentation #10
13. 28 November 2018 Leadership, Organization, and Corporate
Social Responsibility Ch. #17
Case Presentation #11
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FINAL EXAM, 10 December 2018 – 22 December 2018, Close Book

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

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