Global Marketing
Global Marketing
Objectives of the Course
Students are able to;
1.1 To understand concept of global marketing and its importance.
1.2 To understand how cultural, political, and economic environments affect business operation.
1.3 To understand process of global marketing research.
1.4 To understand global consumer behavior and market segmentation
1.5 To understand global product and service marketing.
1.6 To understand the management of international distribution and logistics.
1.7 To understand global communication.
1.8 To understand pricing for international market.
Students are able to;
1.1 To understand concept of global marketing and its importance.
1.2 To understand how cultural, political, and economic environments affect business operation.
1.3 To understand process of global marketing research.
1.4 To understand global consumer behavior and market segmentation
1.5 To understand global product and service marketing.
1.6 To understand the management of international distribution and logistics.
1.7 To understand global communication.
1.8 To understand pricing for international market.
Reasons for Course Development/Modification
2.1 To update the course contents.
2.2 To explore contemporary issues in global marketing
2.1 To update the course contents.
2.2 To explore contemporary issues in global marketing
Course Description
The course covers issues and concepts which result from globalization. The course aims to evaluate the forces of risk, culture and macro and national level economic factors to analyze firm strategy. It considers particularly the role and importance of global marketing to the firm and the principles of global marketing management including: policy setting, planning, strategy formulation, market entry scenarios, product and service adaptation requirement, pricing issues, challenges in logistics and distribution, and global branding and communication issues when products and services enter the global marketplace.
The course covers issues and concepts which result from globalization. The course aims to evaluate the forces of risk, culture and macro and national level economic factors to analyze firm strategy. It considers particularly the role and importance of global marketing to the firm and the principles of global marketing management including: policy setting, planning, strategy formulation, market entry scenarios, product and service adaptation requirement, pricing issues, challenges in logistics and distribution, and global branding and communication issues when products and services enter the global marketplace.
Number of hours provided for academic advice and guidance to students
- The faculty member provides academic advice and guidance to students
(Individual/group) 3 hours/week.
- The faculty member announces the advising schedule by Moodle Website.
- The faculty member provides academic advice and guidance to students
(Individual/group) 3 hours/week.
- The faculty member announces the advising schedule by Moodle Website.
1.1 Morals and Ethics to be developed
Students can cope with ethics problems and use professional judgment on values and others’ feelings, basic values and professional ethics. They express their ethical behavior, such as their discipline, responsibility, honesty, and sacrifice. They are good models, understand others and global change, etc.
*1.1.4 They respect to the rules, regulations of organizations and societies. 1.1.5 They are consciousness and conscience to distinguish the correctness goodness and badness.
Students can cope with ethics problems and use professional judgment on values and others’ feelings, basic values and professional ethics. They express their ethical behavior, such as their discipline, responsibility, honesty, and sacrifice. They are good models, understand others and global change, etc.
*1.1.4 They respect to the rules, regulations of organizations and societies. 1.1.5 They are consciousness and conscience to distinguish the correctness goodness and badness.
1.1 Teaching Methods
1.2.1 Students are cultivated their discipline to attend classes on time, suitable dress up as the regulations of the university.
1.2.2 Students are set into small groups which emphasized on participation and express their opinion.
1.2.3 Students join the activities to promote their virtue and morality. 1.2.4 Students are praised to be good models when they are honest.
1.2.5 The rules are set to punish the students who cheat
exams.
1.2.6 The activities are promoted for students to sacrifice themselves to the public.
1.2.1 Students are cultivated their discipline to attend classes on time, suitable dress up as the regulations of the university.
1.2.2 Students are set into small groups which emphasized on participation and express their opinion.
1.2.3 Students join the activities to promote their virtue and morality. 1.2.4 Students are praised to be good models when they are honest.
1.2.5 The rules are set to punish the students who cheat
exams.
1.2.6 The activities are promoted for students to sacrifice themselves to the public.
Evaluation Methods
1.3.1 Students are assessed their attending classes and submitting papers on time and participating in activities.
1.3.2 Students are assessed their discipline and readiness to participate in extra course activities.
1.3.3 A number of fraud in the examinations
1.3.4 Students are assessed their duties and responsibilities as assigned.
1.3.1 Students are assessed their attending classes and submitting papers on time and participating in activities.
1.3.2 Students are assessed their discipline and readiness to participate in extra course activities.
1.3.3 A number of fraud in the examinations
1.3.4 Students are assessed their duties and responsibilities as assigned.
Knowledge to be acquired
2.1.1 Students have knowledge and understanding strands of courses which is the significant foundation in business administration. Those are covered comprehensive accounting, economics and law, liberal arts and sciences.
2.1.2 Students have knowledge and understanding the strands of courses covered in business administration, finance, manufacturing, marketing and operations including the organization management and human resources.
2.1.3 Students have knowledge and understanding the strands of essential business process planning, controlling and evaluation the performance outcomes and improving plans.
*2.1.4 Students have knowledge of academic and business professional advancement including their knowledge and understanding of the changing situations and impact cases.
2.1.1 Students have knowledge and understanding strands of courses which is the significant foundation in business administration. Those are covered comprehensive accounting, economics and law, liberal arts and sciences.
2.1.2 Students have knowledge and understanding the strands of courses covered in business administration, finance, manufacturing, marketing and operations including the organization management and human resources.
2.1.3 Students have knowledge and understanding the strands of essential business process planning, controlling and evaluation the performance outcomes and improving plans.
*2.1.4 Students have knowledge of academic and business professional advancement including their knowledge and understanding of the changing situations and impact cases.
Teaching Methods
2.2.1 Instructors use variety teaching formats as the differentiate contents of the courses by focusing on theoretical and practical knowledge to achieve the body of knowledge.
2.2.2 Students center activities are provided in learning and teaching.
2.2.3 Assigned projects, reports and presentation in the classes.
2.2.4 All students learn through hands-on experience from the enterprises by passing experience training from cooperative education or directly training.
2.2.1 Instructors use variety teaching formats as the differentiate contents of the courses by focusing on theoretical and practical knowledge to achieve the body of knowledge.
2.2.2 Students center activities are provided in learning and teaching.
2.2.3 Assigned projects, reports and presentation in the classes.
2.2.4 All students learn through hands-on experience from the enterprises by passing experience training from cooperative education or directly training.
Evaluation Methods
2.3.1 The subtests
2.3.2 The mid-term tests and final tests
2.3.3 Assessment the reports done by students
2.3.4 Assessment of business plans or programs proposals
2.3.5 Assessment of report presentation in classes
2.3.6Assessment of cooperative education courses
2.3.1 The subtests
2.3.2 The mid-term tests and final tests
2.3.3 Assessment the reports done by students
2.3.4 Assessment of business plans or programs proposals
2.3.5 Assessment of report presentation in classes
2.3.6Assessment of cooperative education courses
Cognitive Skills to be developed
3.1.1 Be creative thinking, further study from pre- knowledge, integrate knowledge in the fields of courses and experience to do the innovation activities or approach to new administration.
*3.1.2 Search for data classification and analysis to get useful information solving and make decisions suitably
*3.1.3 Can think new methods, including analysis and choose alternatives and impacts in all aspects by applying from their knowledge and experiences.
3.1.4 Courage to make decisions from alternative choices those consisted of the situation.
3.1.1 Be creative thinking, further study from pre- knowledge, integrate knowledge in the fields of courses and experience to do the innovation activities or approach to new administration.
*3.1.2 Search for data classification and analysis to get useful information solving and make decisions suitably
*3.1.3 Can think new methods, including analysis and choose alternatives and impacts in all aspects by applying from their knowledge and experiences.
3.1.4 Courage to make decisions from alternative choices those consisted of the situation.
3.2.1 Case studies of management, projects, research, and the students’ plan to work as teams.
3.2.2 Use the enterprises to be the actual practice.
3.2.3 Discussion to summarize the results of case study and problems including proposing the methods of solutions.
3.2.4 Focus on science and arts including the format of presentation, And students are provided to do practical presentations.
3.2.2 Use the enterprises to be the actual practice.
3.2.3 Discussion to summarize the results of case study and problems including proposing the methods of solutions.
3.2.4 Focus on science and arts including the format of presentation, And students are provided to do practical presentations.
Evaluation Methods
3.3.1 Case studies of management, projects, research, and the students’ plan to work as teams.
3.3.2 Use the enterprises to be the actual practice.
3.3.3 Discussion to summarize the results of case study and problems including proposing the methods of solutions.
3.3.4 Focus on science and arts including the format of presentation, And students are provided to do practical presentations.
3.3.1 Case studies of management, projects, research, and the students’ plan to work as teams.
3.3.2 Use the enterprises to be the actual practice.
3.3.3 Discussion to summarize the results of case study and problems including proposing the methods of solutions.
3.3.4 Focus on science and arts including the format of presentation, And students are provided to do practical presentations.
Interpersonal Skills and Responsibilities to be developed
4.1.1 They have the ability to coordinate, relationship and establish good relationship with others by using basic psychologically understanding on the differentiate of stakeholders. 4.1.3 They have their enthusiasm and the ability to work responsibly with others. They accept and respect others’ ideas as well as can be followers suitably in some situations.
*4.1.4 They have their ability to present new initiative ideas that may be creative differences from others.
4.1.1 They have the ability to coordinate, relationship and establish good relationship with others by using basic psychologically understanding on the differentiate of stakeholders. 4.1.3 They have their enthusiasm and the ability to work responsibly with others. They accept and respect others’ ideas as well as can be followers suitably in some situations.
*4.1.4 They have their ability to present new initiative ideas that may be creative differences from others.
Teaching Methods
4.2.1 They are assigned tasks that required contact and coordination with others both within and outside the institution. 4.2.2 They are assigned tasks that required interpersonal communicative skills both within and external the institution. 4.2.3 They are assigned tasks that required brainstorming and working together. 4.2.4 There are activities to enhance their human relationship such as the recognition of the outstanding students
4.2.1 They are assigned tasks that required contact and coordination with others both within and outside the institution. 4.2.2 They are assigned tasks that required interpersonal communicative skills both within and external the institution. 4.2.3 They are assigned tasks that required brainstorming and working together. 4.2.4 There are activities to enhance their human relationship such as the recognition of the outstanding students
Evaluation Methods
4.3.1 Assessment of the students’ behavior in group activities.
4.3.2 Assessment the products of both an individual student and groups.
4.3.3 Co-assessment products both instructors and students.
4.3.1 Assessment of the students’ behavior in group activities.
4.3.2 Assessment the products of both an individual student and groups.
4.3.3 Co-assessment products both instructors and students.
Numerical Analysis, Communication and Information Technology Skills to be developed
*5.1.1 They have the ability to apply of mathematics principles, statistics and analysis in quantitative analysis for making business decisions. *5.1.2 They have the ability to communicate in Thai and English effectively.
*5.1.3 They have the ability to use basic computer programs and information communications and technology systems those are necessary for operations. *5.1.4 They can communicate to explain and build understanding correctly in both of the written form reports and oral presentations.
*5.1.5 They can communicate with a reliable personality, and they are able to choose the form of media, methods and techniques appropriately relating to the groups of people having basic and different ideas.
*5.1.6 They can apply technology as a tool to support operations and realize limitations of technology.
*5.1.7 They can use communication technology networks for improving its efficiency and operations.
*5.1.1 They have the ability to apply of mathematics principles, statistics and analysis in quantitative analysis for making business decisions. *5.1.2 They have the ability to communicate in Thai and English effectively.
*5.1.3 They have the ability to use basic computer programs and information communications and technology systems those are necessary for operations. *5.1.4 They can communicate to explain and build understanding correctly in both of the written form reports and oral presentations.
*5.1.5 They can communicate with a reliable personality, and they are able to choose the form of media, methods and techniques appropriately relating to the groups of people having basic and different ideas.
*5.1.6 They can apply technology as a tool to support operations and realize limitations of technology.
*5.1.7 They can use communication technology networks for improving its efficiency and operations.
Teaching Methods
5.2.1 There are activities in learning courses for students to analyze simulations or scenarios and present appropriate solutions.
5.2.2 Students to learn technical applications, analysis data for the decision making on different situations.
5.2.3 There is the presentation with information communication technology.
5.2.1 There are activities in learning courses for students to analyze simulations or scenarios and present appropriate solutions.
5.2.2 Students to learn technical applications, analysis data for the decision making on different situations.
5.2.3 There is the presentation with information communication technology.
Evaluation Methods
5.3.1 Assessment from students’ products /activities relating to numerical analysis.
5.3.2 Assessment from the individual student’s searching from information communication technology.
5.3.3 Assessment from students’ language communicative skills and presentation in classes.
5.3.1 Assessment from students’ products /activities relating to numerical analysis.
5.3.2 Assessment from the individual student’s searching from information communication technology.
5.3.3 Assessment from students’ language communicative skills and presentation in classes.
| กิจกรรมที่ | ผลการเรียนรู้ * | วิธีการประเมินผลนักศึกษา | สัปดาห์ที่ประเมิน | สัดส่วนของการประเมินผล |
|---|---|---|---|---|
| 1 | 1.4,1.5,2.1.2.2,2.3,2.4,3.1,3.2,3.3,3.4,4.1,4.3,4.4,5.1,5.2,5.3,5.4,5.5,5.6,5.7 | Midterm | 8 | 20% |
| 2 | 1.4,1.5,2.1.2.2,2.3,2.4,3.1,3.2,3.3,3.4,4.1,4.3,4.4,5.1,5.2,5.3,5.4,5.5,5.6,5.7 | Final Exam | 16 | 20% |
| 3 | 1.4,1.5,2.4,3.2,3.3,4.4,5.1,5.2,5.3,5.4, 5.6,5.7 | Individual Assignment | Whole semester | 30% |
| 4 | 1.4,1.5,2.4,3.2,3.3,4.4,5.1,5.2,5.3,5.4, 5.6,5.7 | Group Assignment | Whole semester | 20% |
| 5 | 1.4,4.1,4.3, 4.4 | Active participation | Whole semester | 10% |
Book and Textbook
1. Warren J. Keegan, Mark Green, 2017, Global Marketing, 9th Edition, Pearson Education Inc., Upper Saddle River
2. Hollensen S, 2017, Global Marketing:A decision-oriented approach 7th Edition, Prentice Hall,
3. Helsen, K & Kotabe, M 2019, Global Marketing Management 8th Edition, John Wiley & Son, (Asia) Pte Ltd, Hoboken
1. Warren J. Keegan, Mark Green, 2017, Global Marketing, 9th Edition, Pearson Education Inc., Upper Saddle River
2. Hollensen S, 2017, Global Marketing:A decision-oriented approach 7th Edition, Prentice Hall,
3. Helsen, K & Kotabe, M 2019, Global Marketing Management 8th Edition, John Wiley & Son, (Asia) Pte Ltd, Hoboken
Documents and Information
(Books, journals, websites and other documents essential for
additional reading)
PowerPoint slides
Line group
(Books, journals, websites and other documents essential for
additional reading)
PowerPoint slides
Line group
Documents and Recommend Information
(Books, journals, websites and other documents recommended for additional reading)
1. The Economist, The Wall Street Journal, Fortune,
2. Business week, Barrow Journal, Forbes,
3. Other periodicals with international content.
(Books, journals, websites and other documents recommended for additional reading)
1. The Economist, The Wall Street Journal, Fortune,
2. Business week, Barrow Journal, Forbes,
3. Other periodicals with international content.
1. Evaluation Strategies for Course Effectiveness by Students
1. Observe from the interest and enthusiasm of students
2. Assess from the achievement of the students
3. Online evaluation from the students
1. Observe from the interest and enthusiasm of students
2. Assess from the achievement of the students
3. Online evaluation from the students
2. Teaching Evaluation Strategies
1. Observe from the participation of students in the class
2. Assess from the achievement of the students from each test
3. Online evaluation from the students
1. Observe from the participation of students in the class
2. Assess from the achievement of the students from each test
3. Online evaluation from the students
Teaching Improvement
1. Consider the suggestions from the result of the evaluation
2. Attend training session and seminar in order to improve teacher’s skills
3. Improve the teaching materials by adapting with the situation
1. Consider the suggestions from the result of the evaluation
2. Attend training session and seminar in order to improve teacher’s skills
3. Improve the teaching materials by adapting with the situation
4. Verification of Students Achievements in the Course
1. Observe from the participation of students in the class
2. Assess from the achievement of the students from each test
1. Observe from the participation of students in the class
2. Assess from the achievement of the students from each test
5. Course Review and Improvement Plan for the Course Effectiveness
1. Improve from the evaluation of teaching and feedback by students
1. Improve from the evaluation of teaching and feedback by students