RH SMITH SCHOOL OF BUSINESS

DEPARTMENT OF MARKETING
GLOBAL MARKETING
BMGT 454 SEC-0101
Fall 2016
Bagher Fardanesh, Ph.D., MPA
Office Hours: RM 3319, Tuesdays
Meeting: Tues. and Thurs.
2:30 pm-3:30 pm or by appoint
Time: 3:30 - 4:45 p.m.
Phone: 301-738-6079
Location: VMH 1411
Email: fardan@rhsmith.umd.edu
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Textbook
The required textbook is Global Marketing. 7th ed., Warren J. Keegan and Mark C. Green,
Pearson, 2013. Although the contents of this edition may be similar to the previous edition(s), the
exams will be based on the assigned pages from the hard copy 7th ed. Should you decide to use a
different edition, e-book or any other forms of the text, you will be responsible to correspond its
contents and page numbers to the hard copy of the required text.
Course Materials
The adoption of a current and relevant academic textbook, supplemental reader, case text,
supplemental cases, reserved readings, and software or combination thereof is appropriate for the
course.
Course Description: BMGT454 Global Marketing; (3 credits)
Grade Method: REG. Prerequisite: BMGT350. Marketing functions from the global executive's
viewpoint, including coverage of global marketing policies relating to product adaptation, data
collection and analysis, channels of distribution, pricing, communication and cost analysis. In
this course, consideration will be given to the cultural, legal, financial, and organizational aspects
of global marketing.
Course Objectives
This course will give the student an understanding of the effects of introducing the multinational
dimension to the development, implementation and evaluation of firms marketing strategies.
Specifically, the student will analyze the international marketing opportunities and problems
created by both similar and distinctively diverse environmental forces e.g., the economic,
political natural resources, and the social and cultural differences that impact the marketing
efforts of the firm. The course will examine marketing mix-related strategies firms use when
marketing products or services in international markets. It will provide the student with an
analytical framework to determine the feasibility for a firms international market entry through
the use of cases and a research project.

Teaching Strategies
To achieve our course objectives, marketing concepts will be studied and relevant issues will be
discussed. Such studies and discussions stimulate thought, generate ideas and enhance analytical
thinking abilities. Case studies and discussions will be included, enabling students to apply what
has been learned in global marketing.
Course Content
Introduce concepts, models, and methods that have promise for adding value to understanding
the multinational dimension of the firm. Although not inclusive, students will be exposed to the
following concepts:

International Market Analysis

Environmental forces
Product Standardization & Adaptation
Cultural Diversity
Modes of Entry into the Global Market
Pricing Variables
Issues Related to Protectionist Concept
Regional Economic Integrations
International Channels of Distribution
International Promotion
Cultural Diversity and Consumer Behavior
Political Risks and Foreign Investment
Sources for Overseas Employment
Negotiation Strategies
Driving Forces for Global Marketing
Segmentation and Positioning
Management for Overseas Operation

Academic Integrity
The University's Code of Academic Integrity is designed to ensure that the principles of
academic honesty and integrity are upheld. All students are expected to adhere to this Code. The
Smith School does not tolerate academic dishonesty. All acts of academic dishonesty will be
dealt with in accordance with the provisions of this code. Please visit the following website for
more information on the University's Code of Academic Integrity:
http://www.inform.umd.edu/CampusInfo/Departments/JPO/AcInteg/code_acinteg2a.html . On each assignment
you will be asked to write out and sign the following pledge: "I pledge on my honor that I have
not given or received any unauthorized assistance on this assignment.
Accommodations for Students with Special Needs
Any student with special needs should bring this to the attention of the instructor as soon as
possible. This notification should be provided no later than the second week of the class.

Disruptive Behaviors
Disruptive Behaviors are inconsistent with a teaching and learning environment. These behaviors
include (but are not limited to) use of cellular phones, laptop computers, or other electronic
devices
without the explicit permission by the instructor; using university computers during class time
for
other than assigned purposes; bringing unregistered persons to class, persistently speaking
without
being called upon; sleeping in class; and leaving and entering without authorization. Failure to
refrain from these behaviors will result in you being asked to leave the class for the remainder of
the class period and if it persists, you will be subject to other sanctions imposed by the
University
Code of Conduct. Any student who disturbs class or interferes with the learning
process of others may receive a failing grade for the course.
Adjustments in the Syllabus
The content of the course syllabus is subject to change to conform to the needs of the course
which will be announce in class. It is the responsibility of each student to become informed of
any changes. Regular attendance provides up-to-date and first-hand information.
Evaluation
Grading Scale
Mid-Term Exam
Final Exam
Group Project
Individual Write-Up Assignment
Quiz
Class Participation
Total

Points
20
20
20
20
10
10_
100

Total % Points
97-100
93-96.5
90-92.5
87-89.5
83-86.5
80-82.5
77-79.5
73-76.5
70-72.5
67-69.5
63-66.5
60-62.5
59 or less

Revised
4.0
4.0
3.7
3.3
3.0
2.7
2.3
2.0
1.7
1.3
1.0
0 .7
0.0

Grading
A+
A
AB+
B
BC+
C
CD+
D
DF

Group Project
The group research project consists of two parts: a written paper and an oral presentation. The
due date for the written part is provided in the course of study outline. For the oral presentation
of the project, a mutually acceptable date will be determined. Ten points will be deducted from a
late project, written or oral (unless in my view, a justifiable reason is provided.) A project that is
more than one class session late will not be accepted. Further details of the project will be
explained further in class. The abstract of ten case studies from Harvard Business Publishing will
be provided in class from which your team will be to select one of them for the project. Further

detail of the project will be given in class.

Individual Write-Up Assignment
Within the first four weeks of class, a topic of your interest for your individual write up
assignment will be determined. It should consist of 7-9 pages, double spaced, font size 12, using
Times New Roman. In addition, you need to include a cover sheet and a reference page. The
assignment needs to include an introduction as well as conclusions and recommendations. It also
needs to include 7-9 quality references to be incorporated into the body of your work. The wright
up assignment is due in the 11th week of the course. The assignments should be given to me in
class. For a number of reasons which will be explained, I do not accept any work submitted via
email or any other electronic means. Please make sure to submit your assignment on time as a
late assignment will not be accepted.
Examination and Quiz
Exams and quiz mainly or entirely will cover the selected pages in the textbook which they will
be announced in class. In your exam if extra space is needed, the reverse side of the exam sheets
may be used for revisions of your original (crossed out) answers. Please use pen to answer
questions on the exams. Other materials such as calculators, cell phones, dictionaries, or extra
sheets of paper are not permitted during the exams. Note that coming late for an exam may
exclude you from taking it.
No make-up exam will be given, with the exception of the following substantiated reasons:
Emergency or illness
Religious observance
University activities at the request of a proper authority
Uncontrollable circumstances
There will be no more than one make up exam. If a student fails to take the make-up exam, no
second chance will be given for taking it.
Class Participation
Considering the interactive nature of the course, prompt attendance is highly recommended as
class participation is part of your total grade.
COURSE of STUDY OUTLINE
Week

Dates

Aug. 30 & Sept. 1

Topic
An overview of the course syllabus and the group project
Chapter 1 Introduction to Global Marketing

Sept. 6 & 8

Evolution of marketing in the United States and its

implications for going global
Chapter 2 The Global Economic Environment

Sept. 13 & 15

An exercise on intercultural competencies: international

negotiations
Chapter 3 The Global Trade Environment

Sept. 20 & 22

Chapter 4 Social and Cultural Environments

Chapter 5 The Political, Legal, and Regulatory Environments

Sep. 27 & 29

Chapter 6 Global Information Systems and Market Research

Chapter 7 Segmentation, Targeting, and Positioning
Quiz

Oct. 4 & 6

Chapter 8 Importing, Exporting, and Sourcing

Chapter 9 Global Market Entry Strategies: Licensing,
Investment, and Strategic Alliances

Oct. 11 & 13

Chapter 10 Brand and Product Decisions in Global Marketing

Chapter 11 Pricing Decisions

Oct. 18 & 20

Review
MID-TERM EXAM

Oct. 25 & 27

Written Group Project Due

Group Project Presentations

10

Nov. 1 & 3

Chapter 12 Global Marketing Channels and Physical

Distribution
Individual Write-Up Assignment Due
Group Project Presentations

11

Nov. 8 & 10

Promotional ambiguity
Chapter 13 Global Marketing Communications Decisions I:
Advertising and Public Relations
Group Project Presentations

12

Nov. 15 & 17

Chapter 14 Global Marketing Communications Decisions II:

Sales Promotion, Personal Selling, Special Forms of
Marketing Communication
Group Project Presentations

13

Nov. 22 & 24

14

Nov. 29 & Dec. 1

Thanks Giving
Chapter 15 Global Marketing and the Digital Revolution
Chapter 16 Strategic Elements of Competitive Advantage

15

Dec. 6 & 8

Chapter 17 Leadership, Organization, and Corporate Social

Responsibility
Review and Wrap-Up Session

16

Dec. 13

17

Wednesday Dec. 14Tuesday Dec. 20

Reading Day
Final Exam Period, Day and Time Will Be announced.