"Global Markets" - Professional Linkage Seminar
- Alberto Cusi
- University Hall 101 - MoWe 4:00PM - 5:20PM
- GLOBAL 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.
- BUS_INST 239 Marketing Management or equivalent
- Seminar format; Lecture and discussion
- Global Marketing and Advertising by Marieke K De Mooij, ISBN 9781412970419
Course packet available at Norris
- Juniors and Seniors that have taken a class on Marketing
- Attendance at 1st class mandatory
- Enrollment Requirements: Reserved for Juniors & Seniors
Overview of class
Class Materials (Required)
Current as of 05/06/13 02:04:09 PM