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 论文编号：
lw200802181146224211 |
| 论文属性：
Courswork |
| 论文语言：English |
| 论文国家：U.K. |
| 登出日期： 2008-02-18 |
| 字数： 2950 |
| 源程序：
无 |
| 价格：
150 |
| 参考相关附件： |
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| 论文大纲，目录 |
| 关键词搜索： |
mmunicate these changes to you in good time.
4.0 Weekly teaching programme:
Module Schedule
Date: Week No Topic Objectives &Key concepts Reading Seminar topics: details Dates to note
31/1 1 What is Marketing Across Cultures? Strategic importance to a global organisation · Understand the role of Marketing in global organisations· Importance of cross-cultural marketing techniquesHow to evaluate cross border marketing options in organisations and explore criteria for success Usunier (2005)Bradley (2003)Johnson & Scholes Doyle (1998)Koecklin (1998)Ranchhod 2004
7/2 2AG Analysis of culture § Understanding the significance of cultural differences and the benefits of diversity§ Able to apply models of analysis of culture§ Aware of a range of models for the analysis of cultural differences Journal Article
14/2 3AG Managing marketing alliances across cultures · What is a marketing alliance?· Understand the Management process· Key issues in alliances across cultures Jeannet & Henessey (2004)Keller (2003)Kapferer (2001)Aaker (2003) Case questions
21/2 4AG Cultural diversity and its effects for cross border marketing · What is cultural diversity?· Achieving strategic competitiveness through managing marketing across cultures· Global implications for cross border marketing Usunier (2005)Keller (2003)Kapferer (2001)Aaker (2003)Lindstorm (2005) Koecklin (1998)
28/2 5AG Product and service delivery across cultures and international markets · Underst英语论文网 【http://www.51lunwen.org】and the significance of standardisation versus adaptation· Innovation and New Product Development in cross cultural marketing
7/3 6AG Create, evaluate and manage - the marketing communication function across cultures · Understanding language and culture to create effective communications· The importance of creative communications· Integrating cross border communicationsWhat is acceptable in cross border advertising & promotions. Usunier (2005)Bradley (2003) Keller (2003) Kotler & Keller (2005)Koecklin (1998)
14/3 7AG Managing across cultures · Identify, describe and analyse the significance of culture to organisational management · Develop strategies to achieve effective management across cultures Assignment 1 due in on 15th March
21/3 8AG Understanding consumer behaviour traits for marketing across cultures · Techniques for understanding consumers· global stage and consumer trends· Local consumers and globalisation Usunier (2005)Foxall (1997) China & Globalisation CNN Connect video Assignment 1 brief
28/3 9AG Market entry strategies · aware of the issues facing a company planning its international marketing strategy as it determines its market entry strategies· understand the factors influencing selection· understand the implications of the choice· able to select an appropriate market entry strategy
Easter Break
25/4 10AG How marketing activities are planned, organized and implemented across cultures · Implications for planning forecastin
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