1. Kotbe and Helsen, Global Marketing Management, 3^rd ed.(New York:  Wiley, 2004)

2. Online cases: Global Marketing Web Cases and Additional Cases

3. Reference::

   • Global Marketing Classics

   • Internet Readings/Resources

   • Business Journals

III.    COURSE FORMAT

The course is taught using a combination of lectures, case analysis, book chapter reading, class discussion, and market visiting.  The textbook will give you a broad picture of what international/global marketing is all about.  To enhance your grasp and management of various problems global marketers face, in-class case analyses and Chinese markets' "Mover & Shaker" readings are scheduled.  All in-class case analyses, case presentation, and books reading will be conducted by student groups.  Seven teams will be formed.  Each team will be made up of a number of students, and will work as a unit throughout the semester.  

IV.    EVALUATION

     1. In-Class Case Presentation

Global marketing is an area of knowledge and information which changes occur daily. Students are encouraged to read, in addition to the assigned textbook and cases, periodicals which report current developments in the field; and to bring interesting market opportunities, problems, emerging issues, and business insights into class for discussion. Appropriately, one popular way to achieve such goals is case analysis. I have selected 7 cases for your teams to work.  Two teams are required to lead a class discussion of the pre-assigned case.  Operationally, the "leading" team will present  background information such as 3Cs (company, competitor, consumer), global environment (PEST), market expansion strategy, and its summary with a focus on the case-and chapter- related topics; the "defending" team will present the same case but explore further in marketing 6Ps (4Ps plus person and process) decisions.  Presentation will be evaluated based on (1) quality of the presentation content (i.e., breadth and depth of sources consulted and documented), (2) depth of case analysis, and (3) time control (40 minutes, Q&A included). Each team's presentation will be evaluated by another monitor team and me. The rest of the groups (audience groups) will turn in a maximum two-page typewritten summary of the case.

2. Chinese "Mover & Shakers"  Readings

1. Forbes No.1 (荣智健)

2. Crazy English! (李陽)

3. Haier gets higher (張瑞敏)

4. Marketing master (屈云波)

5. Donald Trump, Chinese version (王 石)

6. Heavenly Peaceful insurance (馬明哲)

7. Company that swallows IBM PC (楊元庆)

8. Wireless fortune (吳鹰)

9. Media tycoon (刘長樂)

10. NetEase (丁 磊)

Note:  Make sure not to plagiarize anyone else’s work either intentionally or unintentionally.  Plagiarism is defined as using someone else's words or ideas without proper attribution.  The proliferation of Web pages and electronic publications makes it easy for plagiarism, accidental or otherwise, to occur.  When in doubt, make sure to include a full citation either as a footnote or as a reference at the end of the paper.

V.    CLASS SCHEDULE (Thursday 6:30 - 9:20 pm, Lecturing Hall in 3F)