MARKETING for the 21st Century
Professor Moises Cielak
ITESM, CEM
Phone: 044 55 3053 0735 (mobile)
E-mail: doctor.cielak@gmail.com
REQUIRED MATERIALS
Kotler and Keller, Marketing Management, 13th ed. Pearson
http://wps.prenhall.com/bp_kotler_mm_12/33/8680/2222134.cw/index.html
COURSE OBJECTIVES
This course examines how international business variables affect the marketing process. It examines the mechanics and strategies of international marketing, and discusses issues which shape the environment of international business.
COURSE ASSIGNMENTS
Attendance and participation in class discussions will determine class participation grade. You should come well prepared to class, since you may be called upon to discuss issues related to the assigned cases and/or readings. IF YOU ARE MORE THAN FIVE MINUTES LATE FOR A SESSION, YOU WILL LOSE THE ATTENDANCE/PARTICIPATION GRADE FOR THAT SESSION.
Before each satellite broadcast, there will be a quiz on the cases and readings assigned for the day. For the case quiz, you can refer to your cases while taking the quiz. However, for the Readings quiz, you cannot refer to the readings, nor can you consult your classmates. The lowest two quiz scores will not be considered for your grade. If you miss a quiz (for any reason), no make-up quizzes will be given.
COURSE GRADE (GM 6501)
Class Attendance & Participation in cases 15%
3 Part time exams (10 % each) 30%
Exam (Date to be announced) 30%
Group Project : due nov 15 25%
(Country Analysis & Marketing Plan)
MARKETING PROJECT
Students will work in teams of 6-8 persons on a major application project. Each team will develop the marketing plan for a product (of its choice)Duplication of product or country will be minimal between groups, so teams that put in the early bid for their country/product will receive priority.
At the end of the course, each team will submit a project report.
The learning objectives of the project are:
· To familiarize the student with the cultural and economic environment of a country.
· To learn to appreciate the importance of cross-cultural issues in assisting the attractiveness of an international marketing opportunity.
· To learn to present the country from a business perspective to the rest of the class.
· To effectively reinforce the key concepts covered in this and other coursed and to stimulate students to expand their international horizons.
The specific guidelines for the project reports are provided in an Appendix of the textbook. The project report should have two sections:
Part 1 Country Analysis - Impact of the country’s cultural/political/demographic environment & Major Product Adaptations (maximum 5 pages)
Part 2 Marketing plan (maximum 10 pages)
Tables, Charts, Exhibits, References, etc. (max. 10 pages)
The course, week by week *Ctl Click to open links*
Session 1: Defining Marketing for the 21st Century
Session 2: Developing Marketing Strategies & Plans
Session 3: Gathering Information & Scanning the Environment
Session 4: Conducting Marketing Research & Forecasting Demand
First part exam
Session 5: Creating Customer Value, Satisfaction, & Loyalty
Session 6: Analyzing Consumer Markets
Session 7: Analyzing Business Markets
Session 8: Identifying Market Segments & Targets
Session 9: Creating Brand Equity
Second part exam
First draft group project
Session 10: Crafting the Brand Positioning
Session 11: Dealing with Competition
Session 12: Setting Product Strategy
Session 13: Designing & Managing Services
Third part exam
Second draft group project
Session 14: Designing & Managing Value Networks & Channels
Session 15: Managing Retailing, Wholesaling & Logistics
Session 16: Designing & Managing Integrated Marketing Communications
Final Exam and project presentations
Nov 15 : PROJECT REPORTS DUE