TO:Beth Dobkin, Provost
FROM:Hisham Ahmed, Chair
Academic Senate
DATE:May 12, 2016
RE:Senate Action S-15/16-64CA
Permanent Course Proposal
BusAd 129 Global Marketing
At the May 11, 2016 meeting of the Academic Senate, the attached Permanent Course Proposal for BusAd 129 Global Marketing was approved on the Consent Agenda.
The proposal was submitted to the Academic Senate from the Undergraduate Educational Policies Committee, where it was approved by a vote of 8-0-0 at the April 25, 2016 meeting.
This action was assigned Senate Action #S-15/16-64CA.
Attachment
cc: President James A. Donahue
Dean Zhan Li
APPLICATION FOR PERMANENT COURSE APPROVAL:
BUSAD 129 (GLOBAL MARKETING)
SCHOOL OF ECONOMICS AND BUSINESS ADMINISTRATION
September 29, 2015
(NB: BusAd 129 was part of the proposal accepted by the UEPC in May 2011 to reform the Business Administration major.)
1. School: School of Economics and Business Administration
Department:Marketing
Course Number: BusAd 129
Course Title: Global Marketing
Course Level:Upper Division - This course has college-level pre-requisites (see below), and requires the application of specialized business and marketing knowledge in international settings.
2. Justification for the Course: The recent revision of the Business Administration major implied a major overhaul of the Marketing concentration (with specialized marketing courses instead of the amalgam of options in the previous version) and the International Business concentration. This course serves both of them. It includes and exploration of the international marketing environment and its impact on marketing practice. Topics include the benefits, risks and complexities of marketing abroad with particular emphasis on multi-cultural aspects and their implications for market entry, global competitive strategies, and formulating suitable product, promotion, pricing and distribution strategies for international markets. At the completion of this course, students will be able to:
Understand the benefits and challenges of international marketing.
Analyze and evaluate international market entry strategies, including exporting contracting, and direct investment.
Determine the appropriate measures of international market adaptation necessary in designing and implementing marketing programs inclusive of product, promotion distribution and pricing strategies for international markets.
Develop and present specific deliverables in collaboration with, and for the mutual benefit of, a community organization whose mission and activities promote understanding of current global issues influencing our world today.
Through journaling, critically a) reflect on the impact of the term project on students personal and professional development via their experiences during the project, and b) express and apply understanding of the project experience and its connection to global marketing concepts taught during the course.
BusAd 129 serves as an elective in the Business Administration program, and is required for two of the concentrations: Marketing and Global Business.
3. Student Population: BusAd 129 is required for the concentrations in Marketing and Global Business.
4. Relationship to Present College Curriculum: This course is an integral part of the recent revision of the Business Administration mayor, deepening the global dimension of the program. In addition, the course is designed as a Community Engagement course serving the needs of the new Core Curriculum of the College.
5. Any extraordinary implementation costs: None. No special equipment is required for this course.
6. Library Resources: See attached.
7. Course Credit and Grading Options: Students who complete the course will receive one (1) SMC course credit. Students and professor meet in class for three hours and fifteen minutes weekly throughout an academic semester. A minimum of two hours of student work will be expected for every hour of in-class instruction. Grade: Letter Grade.
8. Prerequisites:
Lower-division common business core courses:
BUSAD 10 Global Perspectives in Business and Society
BUSAD 40 Statistics
ACCTG 1 Financial Accounting
ACCTG 2 Managerial Accounting
ECON 3 Micro-Economic Theory
ECON 4 Macro-Economic Theory
The core curriculum math requirement
BusAd 124Marketing
9. Course description for College Catalog: An exploration of the international marketing environment and its impact on marketing practice. Topics include the benefits, risks, and complexities of marketing abroad with particular emphasis on multi-cultural aspects and their implications for market entry, global competitive strategies, and formulating suitable product, promotion, pricing and distribution strategies for international markets. Prerequisites: lower division common business core courses, the core curriculum math requirement, and BUSAD 124. This course is not available to freshmen or sophomores. This course is offered in both fall and spring semesters.
10. Course Content: See attached syllabus.
11. Review of Experimental Offering: The course has been offered twice, first by a tenured member of the department, Tomas Gomez-Arias, and once by a part-time instructor, Frances Turner. The material for the course is well defined and did not pose any significant difficulty. The main challenge was the integration of the external project as a Community Engagement course. The initial iteration was problematic due to the selection of a South African partner with limited phone and e-mail connectivity. Those problems were solved in the second iteration by selecting a local partner with an international projection. For the Fall of 2015 and subsequent years we expect to work with local partners too.
When Business Administration 129 (Global Marketing) was first designed, all members of the marketing faculty within SEBA were involved. There is an adage in business do it once, do it right. By bringing together all of the constituencies we came very close.
The course description as originally proposed was:
An exploration of the international marketing environment and its impact on marketing practice. Topics include the benefits, risks and complexities of marketing abroad with particular emphasis on multi-cultural aspects and their implications for market entry, global competitive strategies, and formulating suitable product, promotion, pricing and distribution strategies for international markets.
The course description has not required revision based upon our experience.
The course learning outcomes as first proposed were:
1) Understand the benefits and challenges of international marketing.
2) Ability to analyze and evaluate organizational international market entry strategies, including exporting, contracting, and direct investment.
3) Determine the appropriate measures of international market adaptation necessary in designing and implementing marketing programs inclusive of product, promotion distribution and pricing strategies for international markets.
Based upon our experience we revised the course learning outcomes to:
1) Understand the benefits and challenges of international marketing.
2) Ability to analyze and evaluate international market entry strategies, including exporting, contracting, and direct investment.
3) Determine the appropriate measures of international market adaptation necessary in designing and implementing marketing programs inclusive of product, promotion distribution and pricing strategies for international markets.
As you can see the learning goals have not required revision, we got it right the first time.
In addition SEBA has determined that there is a need for common learning topics within each course, in addition to learning goals. This guides all instructors, both ranked and contingent, in what needs to be covered, at a minimum, within the course.
The common topics developed for the course, through experience are:
1) Global vs. local marketplaces
2) Process of regional economic integration
3) Political, economic, social, cultural and regulatory environments
4) Market research in a global context
5) Segmentation, targeting and positioning in international markets
6) Importing, exporting and sourcing
7) Market entry strategies
8) Product and branding decisions for international markets
9) Pricing across borders and currencies
10) International physical distribution and marketing channels
11) Global communications decisions
12) Online channels and social media in global markets
13) Ethical marketing decision making in cross-cultural environments
14) Social responsibility in global markets
We hope that this helps to explain what we have learned and how the course has evolved through the experimental offering period.
BUSAD 129-1 GLOBAL MARKETING
SYLLABUS, FALL SEMESTER 2015 (08/31/2015-12/07/2015)
MEETING TIMES: MONDAY 06:00PM - 09:20PM
LOCATION: TBA
PREREQUISITES: Lower-division common business core courses, the core curriculum math requirement, and BusAd 124
INSTRUCTOR
J. Tomas Gomez-Arias, Professor of Marketing and Global Business
Office: Rheem Campus, 380 Moraga Rd, Moraga, CA 94556
Phone: (925) 631-4928
Cell: (650) 438-4310 (preferred)
E-mail: [email protected]
Office hours: Mondays, 2:45pm-3:45pm, and by appointment
OBJECTIVES
