MAN-MMA021
Global Marketing
Course infoSchedule
Course moduleMAN-MMA021
Credits (ECTS)6
CategoryMA (Master)
Language of instructionEnglish
Offered byRadboud University; Nijmegen School of Management; Business Administration;
Lecturer(s)
Coordinator
dr. A. de Beuckelaer
Other course modules lecturer
Lecturer
dr. A. de Beuckelaer
Other course modules lecturer
Contactperson for the course
P.C.B.M. Bloem
Other course modules lecturer
Academic year2016
Period
3  (30/01/2017 to 09/04/2017)
Starting block
3
Course mode
full-time
Remarks-
Registration using OSIRISYes
Course open to students from other facultiesNo
Pre-registrationNo
Waiting listNo
Placement procedure-
Aims

The main purpose of this course is:

  1. to increase the participant's awareness of the cultural variations in global consumer markets,
  2. to train participants on how to use marketing concepts (advanced and otherwise) and tools to elicit and use information on global and culture-specific consumer needs, and
  3. to critically examine which elements of the marketing mix can be standardized across national boundaries and which elements should be adapted to meet local consumer needs optimally.

The final mark for the course will be based on a written exam (100%).

Content

Background
Global Marketing deals with marketing mix decisions (i.e., product, price, place and promotion decisions) in a market which consists of consumers from different countries, including industrialized and emerging countries (such as China). As multinational companies (from both developed and emerging countries) typically have operations in many countries across the globe, they are faced with the complexity of managing many heterogeneous local markets as well as some 'global markets' (which may still possess some unique local characteristics). Consumer markets may be heterogeneous in terms of consumer preferences, motivations, human values, competitive forces within the market, market history, market regulations and market infrastructure (e.g., promotional and distributional channels), etc. Dealing effectively with heterogeneous consumer markets requires marketers to be critical about established marketing strategies (e.g., in newly emerging markets), and to develop new marketing strategies based on an in-depth understanding of local market characteristics. As such, the validity of 'established marketing concepts and tools' ought to be scrutinized because concepts and tools may be based on working assumptions that are not universally valid (e.g., taking the US consumer market with independent consumers as a reference point rather than the Chinese consumer market with interdependent consumers). Today, multinational companies face the challenge of developing an effective 'semiglobal marketing strategy' which is sensitive to local market characteristics, but aims at creating synergies across markets whenever possible.

Aims and objectives
The main purpose of this course is:

  1. to introduce and discuss state-of-the art academic thinking in global marketing and in the way marketing research is done;
  2. to increase the participant's awareness of the cultural variations in global consumer markets, and to aid in the participant's ability to identify critical working assumptions (e.g., an independent rather than an interdependent consumer), which do not hold across all markets in which the company operates;
  3. to show how marketing concepts (basic and advanced) and tools may be used to elicit and use information on global and culture-specific consumer needs, and
  4. to critically examine which elements of the marketing mix may be standardized across national boundaries, and which elements should be adapted to optimally meet local consumer needs. To this end, we thoroughly discuss a selected set of scientific papers which recently appeared in either the first-tier AMA journal Journal of International Marketing or the secondary journal International Marketing Review. In addition, two guest lectures are provided by professionals working for multinational or smaller companies.

Please note:

The course Global Marketing is very much focused on cross-cultural aspects of consumer behaviour (i.e., facilitating an in-depth understanding of varying consumer behaviour across national markets). It puts strong emphasis on research methods (quantitative and otherwise). In addition, principles as discussed in consumer psychology may be touched upon.

Level
Ma 1

Literature
The course materials mainly consist of a reader with several published papers and book chapters.

Teaching formats
Primarily 'interactive sessions' (to discuss course materials in-depth) and 'classical lectures' (using powerpoint slides).

Prerequisites
Formally: none (although participants will really benefit from a good appreciation of quantitative research methodology, e.g. obtained from a Master's level course in Methodology).

Required materials
Reader
The course materials mainly consist of a reader with several published papers and book chapters.

Instructional modes
Lecture

Tutorial

General
Primarily 'interactive sessions' (to discuss course materials in-depth) and 'classical lectures' (using powerpoint slides).

Tests
Tentamen
Test weight1
OpportunitiesBlock 3, Block 4