Transcript MBA 532 Marketing Communications Strategy

MBA 523
INTERNATIONAL MARKETING
Introductions, Course Overview, Chp. 1
and Case Analysis
with Duane Weaver
OUTLINE
 Introductions
 Course
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Overview:
outline, assignments, site
 TextBook:
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International Marketing 16th Ed.:
Cateora, Gilly, and Graham (2013)
 Chp.
1 and Marketing Review
 How to Prepare Cases
Introductions - Instructor
Duane Weaver
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B.Comm., M.D.Ed.(honours), IESNA
CEO 2Birds1Stone
Marketing, Management and Computer Applications Instructor
20+ years management experience (marketing)
Industry experience: High-tech, Artificial Intelligence,
Telecommunications, Computing, Lighting, Automotive,
Fashion, Distance Education, B2B, B2C, E-Commerce, ELearning, Grocery and Floral.
Manufacturing, Wholesale and Retail experience.
Family, small business, and multi-national corporations
Positions: Board of Directors, CEO, General Manager,
International Sales Manager, Business Development Manager,
Regional Sales Manager, Product Manager, Market Manager,
Service Manager, Parts Manager, Acct. Manager,
Marketing/Business Consultant, Instructor, Professor
Enjoy sailing, soccer, badminton, golf and camping
Introductions - Students
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Your name?
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What do you expect to get out of
learning MBA 523 (International
Marketing)? I.E.: what is your personal
learning GOAL?
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Provide an example of one internatinal
company that in your opinion, uses
marketing effectively. Why?
The
The
The
The
The
Class Website
Text Book
Course Outline
Classes
Evaluations
Course Overview
The Class Website
http://web.viu.ca/weaverd/MBA523
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NOTE: to contact me – best to use EMAIL
[email protected]
Office hours: 11:30-13:00 Mon. & Thu
13:30-14:30 and Tues. 15:00-16:00 or by
appointment
Office: B250-R448
The Course Outline
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Overview (see class website)
The Classes
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Will take a lecture/seminar format.
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Expected to have:
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read the chapter ahead of class,
met in your case study groups,
and discussed the upcoming discussion
question/cases.
You should individually and as a team have
prepared the case prepartion chart for all
cases being discussed and be prepared to
discuss the key concepts, issues, and
provide a sound analysis of the discussion
question/case.
The Evaluations
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Team case presentation – 20%
Culture Assignment – 10%
Student Lead Presentation Seminar Discussion – 10%
Midterm Case Exam (individual) – 30%
International Marketing Plan (IMP) – 30%
(peer evaluations applied)
The best method to prepare is to meet and discuss
regularly with your study groups, as well as to conduct
research beyond text and class discussions.
Form Teams of Five
– Project Team –
Select Team Name
 Create a personal “tent card” with
your Team Name and First Name on
the card
 Please sit in your teams during class.
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Random assigned Teams of Five
– Case Team –
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Case teams will be randomly assigned
now.
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Note Team 1 has a case to present next
class…this team will earn an automatic 10%
bonus for having to go first.
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Please feel free to come see my during my
office hours to discuss expectations.
Chp. 1 and Marketing Review
Marketing Mix?
 Needs vs. Wants
 Product Positioning
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International Impacts
Mktg Dec’n Factors (See Exhibit 1.3 p. 11)
 Environmental Adaptation
 Developing Global Awareness
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HOW TO PREPARE CASES
Case Familiarity and approaches?
 Case Preparation Chart
 Short Cycle (10 minutes max.)
 Long Cycle (20 minutes plus research
time).
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MBA 523
INTERNATIONAL MARKETING
Thank You!
See you next class