MKTG Global and International Marketing
Intellectual Property: Patent Law
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Global and International Marketing
Graduate School of Business
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[ Transactional ] Intellectual Property: Patent Law
Why it is relevant for ...
[ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : IP attorneys, particularly trademark attorneys, benefit from knowing something about marketing communications and product development. Students interested in new products and branding issues should consider taking 1 or more courses on marketing and customer focus. This coursefocuses on the implementation of marketing strategy in international markets, including brand management at different stages of the product life cycle.
General course Description:
This course focuses on the design and implementation of marketing strategies in developed and emerging international markets. It aims to provide future managers with the frameworks, knowledge and sensitivities to better formulate and effectively implement marketing plans in various countries and regions of the world. The course examines the added dimensions of opportunities and challenges faced by companies operating in the global marketplace. Operating in an international environment provides companies with access to new markets, additional resource supplies and new sources of ideas to stimulate innovation. However concomitant with these new opportunities come the challenges of formulating and managing marketing strategies in an innately more complex, diverse and changing socio-economic, cultural and competitive environment. Multinational corporations (MNCs) play a much more complex competitive strategic game on an international chessboard with options of fighting skirmishes in various countries or regions. The course will develop frameworks for selectively competing in the international arena by identifying comparative advantages and weaknesses across countries and regions. The course will examine the challenges faced by MNCs in managing global brands and new product introductions across regions where local cultural and market demands conflict with the need for global consistency and efficiency. A module in the course will cover the strategic decision MNCs face in selecting the sequence in which to enter foreign markets by evaluating macro-level country information with market focused customer and competitive information and their own strengths and weaknesses. Regions and countries will be analyzed and compared as markets to make decisions regarding appropriate marketing strategies and resource allocations. Regions and countries covered will include China, Japan, India, Russia, North and South America, Europe, Africa and the Asia-Pacific. The course will also cover the added dimensions introduced in the marketing mix elements for companies operating beyond their national boundaries. This will include issues of standard versus adapted marketing programs, global versus local advertising, international pricing strategies, selecting and managing distribution channels in different regions of the world, international retailing, and managing international brands and product lines over the product life cycle. Cases in the course will also raise issues regarding selection and management of various types of strategic alliances between MNCs and local companies including how these partnerships evolve over time. The integration of international marketing strategies with other functional strategies to optimally configure and manage activities in the value chain for obtaining more effective synergies will also be covered. The course will also discuss international marketing organization and control issues including formulating and managing headquarter - subsidiary relationships to best leverage the potential advantages of global efficiency with localized responsiveness to achieve maximum sustainable competitive advantage. The course is primarily intended for those aiming for a marketing career in companies that operate internationally or compete with MNC's in their local markets. The course should also be of interest to those who wish to learn more about how differences in local market structure, as well as consumer behavior and culture impact the development and management of marketing strategy. To facilitate learning from each other, there are three take-home group assignments - two case write-ups and one exercise. One of the write-ups will be graded as the midterm. Class participation is the only component of the overall grade assigned individually.
Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law