"Global Markets" - Professional Linkage Seminar
- Alberto Cusi
- University Hall 101 - MoWe 4:00PM - 5:20PM
Overview of classGLOBAL MARKETS: Understanding local cultures to establish global brands.
(How to sell a Big Mac® to Italians and a Hummer® to Koreans)
Global markets are products, local markets are people.
McDonald's, Ford, Kodak, Coca-Cola, Microsoft ... These international giants achieve global presence using a standard business formula, but adapting its execution to local environments.
How to balance the need for standardization, to get efficiency, with the need for localization, to be effective in different markets?
In this course students will discover how companies succeed or fail to apply standard formulas to local situations.
In this course, Global Markets: Understanding local cultures to establish global brands, Professor Cusi will explain how to detect and understand the characteristics that differentiate foreign markets, with special regard to the cultural peculiarities. Understanding cultures and local values is a crucial step in the process for developing effective marketing plans and advertising campaigns.Perceiving cultural differences in foreign countries is particularly important for managers in charge of internationalization a business.
Students will learn, among others concepts, how to deal with the eastern collectivistic cultures, how to consider Italian superstition, which is the better way to address a Japanese customer, why it is not suitable to show off personal success in Finland In class, the students will be shown commercials from around the world, they will study and discuss some international case histories, like EuroDisney, Ducati Motorcycles, Pringles and, as a final project, they will be asked to chose a real product and prepare two versions of a commercial: one for the American market and the other for a culturally different country.
It is strongly recommended to enroll in this seminar only after attending some, at least basic, marketing class.
Warning: due to the mature contents of some foreign commercials, this course is not suitable for underage or sensible students.
Registration RequirementsBUS_INST 239 Marketing Management or equivalent
Teaching MethodSeminar format; Lecture and discussion
Class Materials (Required)Global Marketing and Advertising by Marieke K De Mooij, ISBN 9781412970419
Course packet available at Norris
Class NotesJuniors and Seniors that have taken a class on Marketing
Class AttributesAttendance at 1st class mandatory
Enrollment RequirementsEnrollment Requirements: Reserved for Juniors & Seniors
Current as of 06/04/14 08:16:23 AM