Global Marketing

Lesson Plan Guideline

Superior University Lahore.

Superior

University

Global Marketing

Course Handbook

Quality Curriculum Designing1



Sr. No. Contents Page No.

01 Teaching Staff and Delivery Arrangement 1

02 Introduction of the Course 1

03Course Objectives and Learning Outcomes

2

04 Course Coverage 5

05 Student Gain 6

06Teaching and Learning Methodology

7

07 Reference Material 8

08 Assessment 10

09 Lecture Plan 20

10 Academic & Disciplinary Policies 24

11 Class Rules and Regulations 25

12 Assessment GPA and Percentages 26

13Appendix 1

Case Analysis guidelines27




1. Teaching Staff

Course Instructors 1Name

E-mail

Student’s Counseling

Location Timing Contact No.

Faculty Office By Appointment

2. Introduction of the Course

2.1 Course Name: Global Marketing

The course presents the main aspects of international/global marketing and provide

a framework upon which global organizations bases their marketing strategies. The

course explains the role of international marketing manager in development of

marketing strategies in global perspective. The course deals especially with the

diagnosing of segments and formulation of global marketing programs, the role of

the emerging markets, global web-strategy, the handling of cultural differences in

marketing, the development of international business strategies and strategies used

while establishing businesses in different countries.




2.2 Credit Hour: 3

Program: MBA/ BBA

Semester: 6/8 Session:

Pre Requisites: Marketing Management

Follow Up:

Module Leader

3. Course Objectives

The objectives of the course are:

To enable the students to understand how the company can achieve global

competitiveness through the design and implementation of market-responsive

programmes.

To understand the major challenges facing international marketers.

To provide a theoretical knowledge of the development and management of global

brands.

To impart knowledge of the impact of culture on the marketing communication mix.

To develop understanding of the international challenges of developing marketing mix

strategies.

To be able to analyse the implication of culture for relationship and network building.




4. Course Coverage

Topics include:

The decision whether to internationalize (global marketing in the firm; initiation of

internationalization; internationalization theories; development of the firm’s

international competitiveness);

Deciding which markets to enter (global marketing research; the political and economic

environment; the socio cultural environment; the international market selection

process):

Market entry strategies (some approaches to the choice of entry mode; export modes;

intermediate entry modes; hierarchical modes; international sourcing decisions and the

role of the sub supplier; global e-marketing);

Designing the global marketing programme (product decisions; pricing decisions and

terms of doing business; distribution decisions; communication decisions – promotion

strategies);

Implementing and coordinating the global marketing programme (cross-cultural sales

negotiations; organization and control of the global marketing programme)

Knowledge of market research techniques for international markets

Brand management in the context of internationalization

The importance of culture in international marketing

Doing business in emerging markets like India and China




5. Student Gain

Students will gain knowledge, skills and Analysis /Synthesis capability by following

Classification Topics

Knowledge and

Comprehension

The student will:

Develop understanding of formulating,

implementing and controlling key global

marketing management concepts and tools.

Understand the concept of global competitiveness

Identify the major challenges facing international

marketers.

Analyse the impact of culture on the marketing

communication mix.

Understand the implication of culture for relationship

and network building.

Application& Skills

The student will be able to :

Analyze a global competitive environment for

internationalization of SME.

Analyze the marketing program of a global/

international organization.

Analysis and

Synthesis

Case analysis, article reading and research based

on secondary data to create country snap shot

will help in synthesizing the use of theory in

analyzing different global issues.




6. Teaching and Learning Methodology

6.1 Lectures and Class Discussions:

Lectures are designed in the manner that will help students to understand the

basic theories and concepts of Global Marketing. The use of slides, cross

questioning, reference material and class discussion will make the

comprehension of the topic more effective.

6.2 Assignments:

A set of assignments with a blend of theoretical and practical aspect will equip

the students to learn and apply the theories and tools learn in the class to the

real life situations.

6.3 Case Studies:

Case studies will be used to analyze and apply the different theories and

concepts discussed in the class

6.4 Guest Speaker:

A guest speaker having experience of international operations will be invited to

share his/ her experiences with the class.

6.5 Presentations:

Case discussion and presentation of term papers will enhance the analytical

presentation skills of students. The student will gain confidence by discussion

and advocating their proposed solutions.




7. Reference Material

7.1 Text Book:

Global Marketing: A decision-oriented approach”, 4th edition, Svend Hollensen,

Pearson Education (2007), New York

7.2 Reference Books

International Marketing, 15th edition, Cateora, Gilly and Graham

International Business: The Challenges of Globalization”, fourth edition, Wild

J, Wild K and Han J, Pearson Prentice Hall (2008), New York

Managing Cultural Differences: Strategies for Competitive Advantage”, Lisa

Hoecklin, Addison-Wesley Publishers (1995), New York

7.3 Readings

Anderson, James; Kumar, Nirmalya & James Narus (2008): “Certified Value

Sellers”,

Business Strategy Review, Vol. 19, Issue 1, pp. 48-53.

Bonoma, Thomas V. (2006): “Major Sales – who really does the Buying?”,

Harvard Business Review, HBR Classic, July, pp. 172-181.

Cavusgil, S. Tamer, Yeoh, Poh-Lin & Mitri, Michel (1995) “Selecting Foreign

Distributors:

An Expert Systems Approach”, Industrial Marketing Management, Vol. 24,

pp. 297-304.

Collis, David J. & Montgomery, Cynthia A. (2008): “Competing on Resources”,

Harvard Business Review, Best of HBR, July-August, pp. 140-150.

Delene, Linda M., Meloche, Martin S. & Hodskins, John S. (1997):

“International Product Strategy: Building the Standardization-Modification

Decision”, Irish Marketing Review, Vol. 10, No. 1, pp.47-54.




Ekeledo, Ikechi & Sivakumar (2004): “The impact of E-Commerce on Entry-

Mode Strategies of Service Firms: A Conceptual Framework and Research

Propositions”,Journal of International Marketing, Vol.12, No.4, 2004, p. 46-

70.

Elberse, Anita (2008): “Should You Invest in the Long Tail?”, Harvard Business

Review, July-August, pp. 88-96.

Gadiesh, Orit; Leung, Philip & Till Vestring (2007): “The Battle for China’s

Good- Enough Market”, Harvard Business Review, September, pp. 81-89.

Grönross, Christian (1999): “Internationalization Strategies of Services”,

Journal of Services Marketing, Vol. 13 No. 4/5, pp.290-297.

Heskett,J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. & Leonard A.

Schlesinger (2008): “Putting the Service-Profit Chain to Work”, Harvard

Business Review, Best of HBR, July-August, pp. 118-129.

Hofstede, Geert (1994): “The Business of International Business is Culture”,

International Business Review, Vol. 3, No.1, pp. 1-14.

Johnson, Joseph & Tellis, Gerard J. (2008): “Drivers of Success for Market

Entry into China and India”, Journal of Marketing, Vol. 72, pp. 1-13.

Khan, Mahmood A. (2005): “Internationalization of Services: The Global

Impact of US Franchise Restaurants", Journal of Services Research, Vol. 5, No.

Special Issue,December, pp. 187-215.

Kim, W. Chan & Mauborgne, Renée (2005): “Blue Ocean Strategy – From

Theory to Practice”, California Management Review, Vol. 47, No. 3, (spring

2005), pp.105-121.

Mittal, Vikas; Sarkees, Mathew & Feisal Murshed (2008): “The Right Way to

Manage Unprofitable Customers”, Harvard Business Review, April, pp. 95-

102.

Peppard, Joe & Rylander, Anna (2006): “From Value Chain to Value Network:

Insights for Mobile Operators”, European Management Journal, Vol. 24, Nos.

2-3, April-June, pp.128-141.




Piercy, Nigel F. & Lane, Nikala (2006) “The hidden risk in Strategic Account

Management Strategy”, Journal of Business Strategy, Vol. 27, No.1, pp. 18-26

Quinn, James Brian & Hilmer, Frederick G. (1994): ”Strategic outsourcing”,

Sloan Management Review, summer, pp. 43-55.

Saleh, Salif & Kleiner, Brian H. (2005) “Effective Franchise Management”,

Management Research News, Vol. 28, No. 2/3, pp. 74-79

Stabell, Charles B. & Fjeldstad, Oystein D. (1998): “Configuring Value for

Competitive Advantage: On Chains, Shops and Networks”, Strategic

Management Journal, Vol. 19, No. 5 (May 1998), pp. 413-437.

Yip, George S. & Bink, Audrey J.M. (2007): “Managing Global Accounts”,

Harvard Business Review, September, pp. 103-111.

8. Assessments 8.1 Exam PapersMid and final term exams will be conducted in order to evaluate the students

learning and their understanding of the concepts. Exam paper will help in

assessing the knowledge, comprehension, analytical and synthesis skills of

students (sample papers are attached in annexure b). The detail of the content

coverage in each term paper is discussed below:

Weightage

Subjective

Global marketing concepts 12 marks

Internationalization theories 08 marks

Political Environment 10 marks

Total 30 marks

Subjective

Pre Mid 20 marks

Socio cultural Environment and Market

Selection process

20 marks

International marketing program 15 marks

Market entry strategies

15 marks




Total 70 marks

8.2 Research based Assignments

The assignments are designed to familiarize the students with global competitive

environment and design a competitive strategy.

The students are required to select a country preferably outside Asia.

8.2.1 Assignment 1 Cultural and Economic Analysis (Individual Project)

This paper will familiarize the students with the socio-cultural and economic

aspect of the host country selected for the internationalization process. Prepare a

well referenced paper of 3500-4000 words (excluding exhibits and references)

describing the socio-cultural and economic context of the selected country. The

major focus will be on analytical aspect of culture and economy of the country

selected and mentions brief history only.

The paper will be checked for plagiarism.

Guidelines:

The contents of the paper are mentioned below in headings. Write few lines in

each portion and avoid only mentioning figures. The data can be presented in

tables and exhibits. Use APA format for referencing.

8.2.1.1 Brief History

8.2.1.2 Geography

Location

Climate

Topography

8.2.1.3 Population

Total, growth rate, live births, birthrate

Distribution of Population: age, gender, geographical areas,

immigration rates and patterns, ethnic groups Quality Curriculum Designing11



8.2.1.4 Economic Statistics and Activity

Financial

GDP: total, rate of growth

Personal Income Per Capita

Average Family Income

Distribution of Wealth: income classes, population per class,

distribution distortions

Inflation Rates

Transportation and Communication

Surface Transport: modes, availability, usage rates, ports

Communication Systems: types, availability, usage rates

Minerals and Resources

Principal Industries: % of GDP, ratio of private to public

Trade

International Trade Statistics: exports/imports dollars/trends, balance

of payments/trends, exchange rates/single or multiple/current

rate/trends

Trade Restrictions: embargoes, quotas, import taxes, tariffs, licensing,

custom duties

Foreign Investment: opportunities, for which industries

Noncash Income Activities: countertrades/products and types of

trades, foreign aid received

Labor

Labor Force: size, unemployment rates

Working Conditions; employer/employee relations, employee

participation, salaries/benefits

8.2.1.5 Social Institutions




Family: nuclear, extended, parental roles, marriage and courtship,

female/male roles

Education: primary, secondary, higher, literacy rate

Political system: structure, parties, stability, tax rates, local

government

Legal system: judiciary, code or common, intellectual property

Social organizations: groups, social classes, clubs, races, ethnicity,

subcultures

Business customs and practices

8.2.1.6 Religion and Aesthetics

Religion: doctrine and structures, degree to which accepted by

people

Prominent religions, membership,

Powerful/influential cults

Aesthetics: visual arts, music, drama, ballet, performing arts,

folklore and symbols

8.2.1.7 Living Conditions

Diet and nutrition: meat vs. vegetables, typical meals, malnutrition

rates, foods available

Housing: types available, own or rent, one-family dwellings or live

with other families

Clothing: national dress, work clothing

Recreation, sports, leisure: types available and in demand, % of

income spent on

Social security (pension)

Health care

8.2.1.8 Language

Official language

Spoken vs. written

Dialects Quality Curriculum Designing13



8.2.1.9 Science and Technology

Current technology

Percentage of GDP invested in R & D

Technological skill level of labor force and general population

8.2.1.10 Channels of Distribution

Retailers: number, size, markups, cash vs. credit operation, large vs.

small, chain stores

Wholesalers: number, size, markups, cash vs. credit

Import/Export agents

Warehousing

Penetration of urban and rural markets

8.2.1.11 Media

Availability

Costs (ad rates): TV, radio, print, other

Coverage (percent of population reached) of various media

Reach (circulation or audience size) of each medium and media

category

These headings and subheadings have been taken from the Country Notebook

guidelines, (to be provided in the class) which you should study carefully for ideas

about what to include in each section of your papers. It may help you to think of

these papers as “executive summaries” because, in real life, a country notebook

would be extremely detailed and periodically revised and supplemented. The

purpose of this assignment is to give you a taste of what it would be like to study

a different country and culture in some (limited) detail.

Evaluation Criteria Total Marks: 20)

Sr.# Contents Marks




1 History 3

2 Socio Cultural 4

3 Economic Review 4

4 Analytical writing by linking models with the practice 6

5 Referencing 3

8.2.2 Post –Mid Project Foreign Market Analysis (Group Project)

The purpose of this project is to give the student the opportunity to develop an

understanding of the tasks, procedures, and methods of analysis used by a

marketing manager in attempting to determine the feasibility of exporting a

product and to determine the market potential of that product in a particular

region of the world.

8.2.2.1 Guidelines for data collection

Select a product or product category that is currently being produced

domestically. Choose a region of the world or major country that you feel may

have a need for the product selected. Exercise care in selecting your product and

market- avoid obviously illogical topics (exporting coffee to Columbia, coal to

Newcastle, or sand to the beach). Prepare a report describing the product's

potential in the selected market. Use the following outline as a guide for your

analysis.

8.2.2.1.1 Product

Describe the general nature of the product selected: description, uses, benefits,

cost, typical consumer, and other characteristics. You may wish to include:

manufacturers in the U.S., current stage in product life cycle, and technological

considerations. Also, discuss whether the product will be standardized or

adapted.

8.2.2.1.2 Geographic Description of Market

Describe the major nation(s) or region that you have selected. Include maps and

basic information regarding countries within the region selected.

8.2.2.1.3 Demand Estimation




Based on consumption and rate of use data for the product selected, utilize

demographic data, industrial statistics, GDP, etc. to determine the approximate

total potential level of consumption for the product in each country within the

commodities may be used as indices. Include specific consumer or industrial

target market descriptions.

8.2.2.1.4 Competition

Use whatever resources are available to attempt to determine the level of

competition to be encountered for your product in this market. Be sure to

consider both domestic producers and producers in other countries.

8.2.2.1.5 Legal Environment

Analyze the current legal and economic factors relevant to your product.

Consider any barriers to trade: import quotas, tariffs, customs restrictions,

required licenses, registrations, or permits.

8.2.2.1.6 Monetary Environment & Financial Considerations

Describe the current economic conditions of the country or countries involved.

Include balance of trade, credit worthiness, currency, and foreign exchange

rates, methods of financing and collection and use of countertrade if

appropriate.

8.2.2.1.7 Cultural Environment

Examine the cultural problems/differences between the nations involved.

Consider: language, customs, attitudes toward U.S., etc. Describe what

marketing strategy adjustments and product adaptations should be made.

8.2.2.1,8 Political/Economic Risks

Evaluate the degree of risk that an exporter to this country/region would be

exposed. Describe specific sources of risk involved and suggest possible ways to

minimize risks.

8.2.2.1.9 Transportation

Explore the various possible methods of shipment. Examine speed, cost, cargo

safety, and flexibility of each possible transportation method. Include a

description of the procedures required for distribution: documentation, Quality Curriculum Designing16



insurance, customs, shipping schedules and routes, containerization, and other

cargo handling considerations.

8.2.2.1.10 Channels of Distribution within Foreign Markets

Describe the ultimate consumers or industrial users of the product. Describe

types of middlemen involved and how the product will get from producer to end

user.

8.2.2.1.11 Promotion

Describe the media available, reach and coverage of the various media, and any

legal restrictions involving advertising.

8.2.2.2 Guidelines for Report writing

Format of paper should be similar to project outline above.

Include a Table of contents, Bibliography and/or References (see example of

reference listing below) and a brief Introduction.

Charts, graphs, maps, etc., should be put in Appendices. Tables and Figures

may be included within the body of the report.

Use either footnotes, Endnotes, or Author/date citation

About 12-15 pages (one-sided)

1.5 line space

Fully justified

12-point, Times New Roman

Margins: One inch on all sides

Pagination (adopt 1 of 12, 2 of 12, style of pagination).

No pagination on the title page

Use portrait page orientation wherever possible. Avoid landscape page

orientation.




It is a group assignment (consisting of 4-5 members) that has to be submitted in the

form of hard copy to your course instructor on given date and time.

Quality Curriculum Designing

8.2.2.3 Evaluation Criteria (Total Marks: 20)

Sr.# Contents Marks

1 Product 1

2 Geographic Description of Market 1

3 Demand Estimation 2

4 Competition 2

5 Legal Environment 2

6 Monetary Environment & Financial

Considerations

2

7 Cultural Environment 2

8 Political/Economic Risks 1

9 Transportation 1

10 Channels of Distribution within Foreign Markets 2

11 Promotion 2

12 Referencing 1

13 Formatting, Grammatical and Spelling 1

Instruction:

18



8.2.2.4 Presentation Evaluation Criteria:

The presentation will be evaluated on following criteria:

Criteria Marks

Clarity of concepts 3 marks

Structure of the presentation. 2 marks

Group Coordination 2 marks

Personality, Confidence and Voice Quality 2 marks

Ability to answer questions effectively 1 marks

Others:

1. Use visual aids at right time with confidence

2. Introduction

3. Follow the structure given in introduction

Total 10 Marks

Note:

1. This criteria is subject to change as per the discretion of course Instructor

2. Time allowed for each presentation must be within 10-15 minutes




9 . Lecture Plan

Week Topic Learning Outcomes

1

Course Overview

Lecture/Discussion –Read: Text, Chapter 1

Global marketing in a firm

Article: How Local Companies Keep Multinationals

at Bay by Arindam K. Bhattacharya and David C.

Michael ,HBR march 2008

Students will be able to:

Characterize and compare the management

style in SMEs and LSEs

Identify drivers for global integration and

market responsiveness

Explain the role of global marketing in the

firm from a holistic perspective

Describe and understand the concept of the

value chain

Identify and discuss different ways of

internationalizing the value chain

Activity: Case1.1

Vermont Teddy Bear: Should Vermont Teddy Bear go Abroad.

2

Lecture/Discussion –

Chapter 2: Initiation of internationalization.


Identify the reason why firms go international

Explain the difference between proactive and

reactive motives

Analyze the triggers of export initiation

Explain the difference between internal and

external triggers of export initiation

Describe different factors hindering export

initiation

Know the critical barriers in the process of

exporting

Activity: Case 2.2

Shah Rukh Khan Internationalization of an Indian “Cult Icon”

3 Lecture/ Discussion-

Internationalization theories

Read: Text, Chapter 3,


Analyze and compare the three theories

explaining a firm’s internationalization process


http://hbr.org/search/Arindam+K.+Bhattacharya/0/author

http://hbr.org/search/David+C.+Michael/0/author

http://hbr.org/search/David+C.+Michael/0/author



Identify the most important determinants for the

internationalization process of SMEs

Understand the different factors which influence

internationalization of services

Develop the relevance of the network model for

an SME serving as a subcontractor

Comprehend the term ‘Born Global’ and its

connection to Internet marketing

Activity: Case 3.1

Sometimes.tradeindia.com

4

Lecture/Discussion-

Development of the firm’s international

competitiveness

Read Text Chapter 4

Discussion of Final Project


Define the concept ‘international

competitiveness’ in a broader perspective from a

macro level to a micro level

Identify the factors influencing the firm’s

international competitiveness

Explain how Porter’s traditional competitive-

based five forces model can be extended to a

collaborative (five sources) model

Activity:

Reading from reading pool

5 Lecture/Discussion-

The Political and Economic Environment

Read Text Chapter 6

Skim chapter 5

Students will be able to :

Understand the importance of global market

research

Identify the political/legal environment and its

effect on the attractiveness of a potential foreign

market

Distinguish between political factors in the home

country environment and the host country

environment




Understand political risk analysis procedure

Activity Paper 1

Economic Analysis . (See guidelines in the assessment part)

6

Reading Week

Selected readings from the reading pool

Class Quiz

7 Mid Term Exam and presentation of Paper 1

8

Lecture/ Discussion-

The socio Cultural environment

International Market Selection Process

Read Text Chapter 7-8

Students will be able to :

Understand the effect of socio cultural

environment on the attractiveness of a potential

market

Identify international markets and model to

screen them.

Activity:

Paper 2

Cultural Analysis (See guidelines in the assessment part)

9

Lecture/ Discussion –

Some approaches to the choice of entry

mode

Read Text Chapter 9

Skim Chapter 10


Identify and classify different market entry

modes

Explore different approaches to the choice of

entry mode

Explain how opportunistic behavior affects the

manufacturer / intermediary relationship

Identify the factors to consider when choosing a

market entry strategy

.

Activity:

Articles reading

10


Hierarchical Modes

Read Text Chapter 12


Describe the main hierarchical modes




Activity Project Discussion

11


Designing Global marketing program

Skim Text Chapter 14,15.


Explore the influencing factors that lead to

adaptation/ customization of firm product.

Distinguish between PLC and IPLC

Understand the role of external and internal

factors in international pricing

12



Designing Global marketing program

Skim Text Chapter 16-17


Explore the determinants of channel decision

Understand the integration of marketing channel

and its importance

Understand the techniques available and

appropriate in international markets.

13 Final Term Presentations

Grading of course

Sr.# Contents Weightage

Pre-Mid Assessment

1 Individual Research Assignment 10%

2 Case Discussion /class participation 10%

3 Mid Term Exam 10%

Post-Mid Assessment

5 Post mid case and article

discussion

10%

6 Final project 20%

7 Presentation of final project 10%

8 Final Term Exam 30%

Overall Percentage 100%




10 Academic & Disciplinary Policies

10.1 Late Submission

According to the University policy an assignment submitted after the due date,

without an approved extension, will be penalized at the rate of 20% deduction of

the possible maximum marks of the assessment item. This policy is applicable till

the next working day after due date and time of assignment. Assignments

submitted after this will be awarded zero marks.

10.2 Absenteeism

Late coming and shortage in attendance i.e. 3 continual absents from class,

ensure that students will be struck off from the relevant subject. It is not

acceptable for you to disturb the class by entering late. If you are unavoidably

late, then please wait outside until the lecturer indicates you may come in.

10.3 Scholastic Honesty

Superior University expects each student to do his/her own work. The University

has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on

assignments and papers, using "notes" during exams, submitting someone else's

work as one's own, submitting work previously submitted for another course, or

facilitating acts of academic dishonesty by others. The penalties are severe!

10.4 Plagiarism

University policy prohibits students plagiarizing, collusion, copying and ghost

writing any material under any circumstances. A student plagiarizes if he or she

presents the thoughts or works of another as one’s own. This definition may

include:

Using another’s ideas without due acknowledgement;

Working with others without permission and presenting the resulting

work as though it was completed independently.

Aiding another student to plagiarize is also a violation of the plagiarism

Policy and may invoke a penalty.

10.5. Cover Sheets for Assessment




A Faculty specific Assignment Cover Sheet (available at university bookshop) is to be

completed and attached to each assessment item to be submitted.

11 Class Rules and Regulations All mobile phones must remain switched off (not kept on silent / vibration

mode) for the entire duration of a class. Any breach of this rule will lead to

immediate confiscation of the phone, which will only be returned after the

semester is over.

No food, drinks, bubble gum or beetle-nut will be allowed inside the

classroom.

In order to maintain the sanctity and decorum on the University Campus,

all male and female students are required to be dressed in a decent and

appropriate manner. Please note carefully that under no circumstances will you

be allowed to attend classes in a casual and shabby getup, for example, dirty and

un ironed clothes. The University shall take a particularly stern view of any kind

of immodest and revealing clothes, such as shalwar-qameez with long slits, shirts

with low necklines, skirts and tight or torn jeans. Male students may wear

shalwar-qameez with waist-coat and sandals with straps.

Cheating, plagiarism, offensive language and disruptive behavior will be

addressed according to policies for academic misconduct mentioned in the

Students’ Handbook.

A student must have maximum participation in class lecture and activities.

He/she should think critically to make effective arguments during the class.

Give respect to your class mates in terms of their opinions and arguments.

A student is encouraged to make opposing argument but maintain class decorum

cannot be ignored.

A 15-minute break will be given. Any student coming late or returning late

after the break will be considered absent for that day.

In case of cancellation / makeup of a class you shall be notified through

the program manager or class coordinator.




If you fail to attend at least 90% of the sessions you will receive an F grade

for the module

12 Assessment GPA and Percentages

(80-100%) This is an outstanding standard indicating comprehensive knowledge and

understanding of the relevant materials; demonstration of an outstanding level

of academic ability; mastery of skills (as identified in the assessment task); and

achievement of all assessment objectives.

(70-79%) This is an excellent standard indicating a very high level of knowledge and

understanding of the relevant materials; demonstration of a very high level of

academic ability; sound development of skills (as identified in the assessment

task); and achievement of all assessment objectives.

(60-69%) This is a very good standard indicating a high level of knowledge and

understanding of the relevant materials; demonstration of a high level of

academic ability; reasonable development of skills (as identified in the

assessment task); and achievement of all assessment objectives.

(50-59%) This is a satisfactory standard indicating an adequate knowledge and

understanding of the relevant materials; demonstration of an adequate level of

academic ability; satisfactory development of skills (as identified in the

assessment task); and achievement of most assessment objectives.

Fail (less than 50%)

This is an unsatisfactory standard indicating an inadequate knowledge

and understanding of the relevant materials; insufficient evidence of

academic ability; failure to develop skills (as identified in the assessment

task); and failure to achieve assessment objectives.




Appendix 1 Case Analysis Guidelines

Preparing for Case Analysis

1. Understanding of Case Study

Your first task is to understand the scenario you are given. When you read the

scenario you should identify the facts of the case. The following questions can

guide you in doing this.

What is the case study about?

What are the characters involved in the case study?

What are the different dilemmas in the case?

What are the actions undertaken in the case to resolve the problems?

As you are reading you will also need to fill in gaps based on your knowledge of

theory and of the world and ignore irrelevant details.

2. Identify the Core Problem in the Case Study:

As you identify the facts of the case you will begin to think about the problems

and to decide which problems are core problems. In doing this you will need to

Distinguish between symptoms of the major problems and the major problems

themselves.

Distinguish between immediate and longer term problems.

Find evidence to support your decision about what you believe to be the core

problems.

3. Analyze the Issues in the Context of a Theoretical Framework:

As you identify the core problem(s) you will begin to analyze the issues

underlying these problems. The following steps assist with this.

Identify any bias in the way the case is described. Quality Curriculum Designing27



Classify the factors that influence the problem.

Reflect on theoretical principles from your course that might explain

aspects of the case.

Apply analytical models from your course to further illuminate the

situation.

Identify the decisions that need to be made.

Identify strategic issues.

Identify risk factors.

Identify historical precedents.

4. Exploring Alternative Solutions with Reference to a Theoretical Framework:

As you are analyzing the issues you will begin to think about alternative

solutions. You should:

Consider the long and the short term

Define the alternative possible solutions

Compare the alternative solutions in regard to theoretical

grounding, strengths and weaknesses, risk factors.

5. Choosing the Best Solution:

As you explore the alternative solutions you will begin to decide on the

best solution for the organization in solving its problems. It is important at

this stage to provide a justification for the solution you choose.

6. Making Recommendations for Action:

When you have decided on the best solution you will be able to make a

recommendation or recommendations.

At this stage you should do the following:

Express your recommendation(s) precisely.




Ensure that your recommendations are complementary.

Ensure that it is feasible to implement the recommendations.

How Do You Present Your Case Analysis

A case analysis is presented as a report. The following is a suggested

structure for a case analysis report:

Introduction: Describe the situation and identify the main problem.

Body: Analyze the problem and the issues underlying the

problem. Present and analyze alternative solutions to the problem.

Conclusion: Identify the best solution.

Recommendations: Identify the courses of action needed to implement the

best solution.

The Evaluation of WAC shall be as follows:

Criteria Marks

Introduction (Identification of problems) 3

Body (Analysis of the problem) 5

Conclusion, Recommendations and Suggestions 5

Answers to the questions given 2

Total 15


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Global Marketing