·Concepts should be introduced in as simple a setting as possible
·Concepts should be reinforced with recurring themes, written assignments, and technology
·Data-driven decision making and rigor are important goals in the learning of marketing decision-making
This course schedule is written using R (the most popular open source programming language) and Bookdown. Bookdown is a R package designed by Yihui Xie (2017) for generating html webpages and PDFLaTex files. Here is the website if you would like to publish your own book or project using R and Bookdown (https://bookdown.org/). You might also think about writing your paper or thesis using R and Bookdown.
| Week | Dates | Readings | Assignments |
|---|---|---|---|
| Week 1 | 1.20-1.27 | A-Chapter 1: Global Marketing Explained | In-class Exercise 1 |
| Week 2 | 1.27-2.03 | A-Chapter 3: The Economic & Financial Environments | In-class Exercise 2 |
| Week 3 | 2.03-2.10 | A-Chapter 5: Trade & Protectionism | In-class Exercise 3 |
| Week 4 | 2.10-2.17 | A-Chapter 6: Researching Global Markets/Walmart Global Analytics Journey: Engaging Large Organizations in Data Visualization (video) | In-class Exercise 4 |
| Week 5 | 2.17-2.24 | A-Chapter 7: Selecting Foreign Markets | Exam 1/Project Proposal PPT (presentation) |
| Week 6 | 2.24-3.03 | A-Chapter 8: Entering Foreign Markets | In-class Exercise 5/Lab Report 1 - Analyzing Location Strategies and Entry Modes |
| Week 7 | 3.03-3.10 | A-Chapter 9: Global Product & Services | In-class Exercise 6 |
| Week 8 | 3.10-3.17 | A-Chapter 10: Global Distribution Strategies/C(Canvas)-Plotting the complex path of products | In-class Exercise 7/Lab Report 2 - Analyzing Supply Chain and Distribution Transparency |
| Week 9 | 3.17-3.24 | A-Chapter 11: Global Pricing Strategies | In-class Exercise 8 |
| Week 10 | 3.24-3.31 | A-Chapter 12: Global Communication & Sales Strategies/C(Canvas)-Meet the 7 Most Popular Search Engines in the World/International Search Engines: SEO For Baidu, Yandex, & Naver | In-class Exercise 9/Lab Report 3 - Analyzing Global Search Engines and Communication Stratgies |
| Week 11 | 3.31-4.07 | C(Canvas)-Marketing Jobs Outlook and Skill Requirements | In-class Exercise 10/Lab Report 4 - Analyzing Marketing Jobs and Identifing Trends |
| Week 12 | 4.07-4.11 | A-Chapter 12: Global Communication & Sales Strategies/How to recalibrate your global marketing strategy (video) | In-class Exercise 11/Exam 2 |
| Week 13 | 4.14-4.20 | Spring Break | |
| Week 14 | 4.21-4.28 | C(Canvas)-The Future of Global Marketing | In-class Exercise 12 |
| Week 15 | 4.28-5.05 | Project session | Group meeting with Dr. Xu |
| Week 16 | 5.05-5.12 | Project presentation | Project presentation (PPT)/peer eval/self-reflection |
Tell me and I will forget, show me and I may remember; let me do it and I will understand. In a duration of 2 weeks time we remember only 90% of what we actually participate in. The more the involvement, the more we learn and remember in the long run. I hope that the course note will be a start-up point for you to take a deep dive into the art and science of marketing. If you have any suggestions for improvements, please get in touch with me.
“Differences of habit and language are nothing at all if our aims are identical and our hearts are open.” “When you visualize, then you materialize.” “our degrees aren’t as valuable as your skills. “If you want to master something, teach it.” “If you don’t make mistakes, you’re doing it wrong. If you don’t correct those mistakes, you’re doing it really wrong. If you can’t accept that you’re mistaken, you’re not doing it at all..” “If you thought that science was certain - well, that is just an error on your part.” “Learning is synthesizing seemingly divergent ideas and data.’ –Terry Heick.”