Global Marketing Syllabus

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Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS
COURSE SYLLABUS IN BACC2

GLOBAL MARKETING
LEARNING OUTCOMES OF THE COLLEGE OF BUSINESS

General Learning Outcomes
The General Learning Outcomes are those outcomes expected of every graduate of the College of Business. The outcomes are referenced
from the RA 9456, CMO 46 (Typology, OBE & ISA, Philippine Qualification Framework (Industry-based), BukSU Core Values, and
benchmarked from reputable HEIs.
The graduates of the College of Business are expected to:
GLO1: Communicate effectively to convey ideas clearly both in oral and written English.
GLO2: Build positive and productive interpersonal relations in the workplace, in the local community and in professional
organizations.
GLO3: Work effectively and independently in multi-disciplinary and multi-cultural teams.
GLO4: Utilize information and communication technology (ICT) to effectively and efficiently access, retrieve and disseminate
information needed in the workplace.
GLO5: Innovate or improve on existing policies, products and/or practices to contribute to the country’s national development thrusts
and socio-economic concerns as well as national, regional and local development plans.” (RA 7722)
GLO6: Participate in the generation of new knowledge or in research and development projects.
(based on CMO 46 for All Philippine Universities)
GLO7: Exemplify professional, social, and ethical responsibility.
GLO8: Embody the core values of Bukidnon State University – professionalism, pursuit of excellence, integrity, commitment and
cultural sensitivity.
GLO9: Preserve and promote “Filipino historical and cultural heritage.” (based on RA 7722)
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GLOBAL MARKETING
GLO10: Participate in social initiatives through personal advocacy, community extension and civic engagement.
Professional-specific Learning Outcomes (PsLO)
The Professional-specific Learning Outcomes are those outcomes expected of a graduate of a particular field of specialization/discipline.
The graduates of the College of Business are expected to:
PsLO1: Gain quality employment and assume entry-level jobs or positions of responsibility related to the field of business ,management
and finance.
PsLO2: Venture into entrepreneurship and eventually contribute significantly to the local and national economy.
PsLO3: Apply their understanding of the concepts, principles and theories of business organization, management and finance.
PsLO4: Conduct feasibility studies and other business researches to address workplace, local community or national issues.
PsLO5: Participate in social entrepreneurship activities through personal advocacy, community extension and civic engagement.
PsLO6: Utilize knowledge management to keep updated with the latest developments in the field of business, management and finance.
PsLO7: Pursue a teaching career or graduate studies in the business, management and finance.
Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date
Ms. HELEN P. GARCIA Mr. JAKE L. PERAS Ms. MA. TERESA G. SALUMINTAO DR. DEMETRIA MAY T. SANIEL DR. ESTELA C. ITAAS
OIC-CHAIRPERSON, BA DEAN COB VPAA
Mr. RAYMOND L. HERNANDEZ Ms. LAURELEE B. CABACUNGAN June 23, 2017
Ms. SAMANTHA O. VEGA

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
COURSE SYLLABUS IN BACC 2

GLOBAL MARKETING
K-CLO1: Describe the key characteristics of important country markets in different regions of the world.
KNOWLEDGE K-CLO2: Discuss the social/cultural, economic/financial, political/regulatory, and technological/infrastructure
(Cognitive environments of different countries and their marketing practices
Domain) K-CLO3: Analyze customers, competitors, and product markets of different countries through cases.
K-CLO4: Evaluate local versus global perspectives in developing marketing plan
S-CLO1: Gather relevant information about markets in different countries
SKILLS S-CLO2: Examine global marketing plans of different companies.
(Psychomotor S-CLO3: Write a Marketing Plan
Domain) S-CLO4: Read Marketing Cases
S-CLO4: Create a website
S-CLO4: Define the marketing plan and the website
A-CLO1: Formulate advertisement and promotional strategies/schemes for different cultures and countries.
ATITUDES
A-CLO2: Study how companies, managers and business leaders work in teams across countries and culture.
(Affective
A-CLO3: Integrate ethics and corporate social responsibility issues associated with global marketing.
Domain)
A-CLO4: Develop critical-thinking ability about different perspectives in global marketing.

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
PLO5
PLO1
PLO2
PLO3
PLO4
PLO6
PLO7
COURSE LEARNING OUTCOMES/ PROGRAM LEARNING OUTCOMES
K-CLO1: Describe the key characteristics of important country markets in different L O P L O P O

regions of the world.
K-CLO2: Discuss the social/cultural, economic/financial, political/regulatory, and L O P L O P O
technological/infrastructure environments of different countries and their marketing
practices
K-CLO3: Analyze customers, competitors, and product markets of different countries L O P O O L O
through cases.
K-CLO4: Evaluate local versus global perspectives in developing marketing plan L O P L O L O
S-CLO1: Gather relevant information about markets in different countries L O L P O P O
S-CLO2: Examine global marketing plans of different companies. L P P P P P O
S-CLO3: Write a Marketing Plan L P P P P P O
S-CLO4: Read Marketing Cases L L L L L L L
S-CLO4: Create a website P P P P P P P
S-CLO4: Defend the marketing plan and the website P P P P P P O
A-CLO1: Formulate advertisement and promotional strategies/schemes for different cultures L P P P P P O
and countries.
A-CLO2: Study how companies, managers and business leaders work in teams across countries L P P P P P O
and culture

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
A-CLO3: Integrate ethics and corporate social responsibility issues associated with L L L L P L L
global marketing.
A-CLO4: Develop critical-thinking ability about different perspectives in global L O P P L P L
marketing
(L – Learned in the course; P – Practiced in the Course; O – not yet learned/practiced but the opportunity exists
A. Course Description:

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
This course examines the opportunities and challenges associated with marketing across countries. This assesses the impact of marketing on
cultural, economic, political and technological environment in different countries. Furthermore, this course shows the relationship of global
marketing and global business strategy. This analyzes global customers and competitors. Strategies using “P’s” in marketing will be globally
explored. It provides the students with the knowledge and tools for assessing and analyzing international market opportunities and threats as
well as the ability to formulate marketing strategies and programs with a global perspective. This presents the interplay of dynamic driving forces
in the global business environment, the rapid economic integration of the world, and how these factors impact on the formulation and
implementation of international marketing strategies.
COURSE OUTLINE AND TIMEFRAME
WEEK TOPIC
1 Orientation of the University’s Vision, Mission, Core Values, Quality Policy
2 Review of Marketing Fundamentals
3-5 Cultural environment and global markets
6-8 Assessing global market opportunities
9 Midterm Examination
10-11 Developing Global Marketing Strategies
12-15 Implementing Global Marketing Strategies
16-17 Preparation, Creation and Presentation of Marketing Plans and Websites
18 Final Term Examination
REQUIRED READINGS:
SUGGESTED READINGS AND REFERENCES:

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
Agarwal, J., Malhotra, N. K., & Bolton, R. N. (2010). A cross-national and cross-cultural approach to global market segmentation: An application using
consumers' perceived service quality. Journal of International Marketing, 18(3), 18-40. doi:10.1509/jimk.18.3.18
Doole, I., & Lowe, R. (2008). An Introduction to International Marketing. International marketing strategy: analysis, development and
implementation. (5th ed., ). London: Cengage Learning.
Heiba, F. I. (2011). Future global marketing negotiations: A strategic scenario. International Journal of Business and Social Science, 2(4), n/a.Retrieved
from http://search.proquest.com.proxymu.wrlc.org/docview/904523887?accountid=27975
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82, 68-75. Retrieved
from http://search.proquest.com/docview/227814063?accountid=27975
Philip Kotler. (n.d.). Philip Kotler. Retrieved July 10, 2014, from http://www.pkotler.org/kotlers-quotes/
Philip R. Cateora, Mary C. Gilly, and John I. Graham (2015), International Marketing (16th edition) Boston: McGraw-Hill Irwin,
Verbeke, A. (2009). Ikea Case. International business strategy: rethinking the foundations of global corporate success. Cambridge, UK:
Cambridge University Press.
Werner, M., Sepehri, M., & Murphy, R. (2011). An examination of the extent of influence of the post 2007 global economy on the
determination of global marketing strategy. The Business Review, Cambridge, 18(2), 91-98. Retrieved
from http://search.proquest.com.proxymu.wrlc.org/docview/925638776?accountid=27975
COURSE REQUIREMENTS
Chapter Exams
Short and Long Quizzes

FACULTY, BA
June 23, 2018
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GLOBAL MARKETING
Case Studies’ Analysis and Presentation

Major Examination
Oral Recitations
Marketing Plan (Group Project)
Website (Group Project)
GRADING SYSTEM
Midterm
Class Standing 60%
Major Exam 40%
Final Term
Class Standing 60%
Exam 40%
Final Grade
Midterm 50%
Final Term 50%
(Class standing should include quizzes, assignments, class participations, oral recitations/examinations, case analysis and
presentation)
CLASSROOM POLICIES:
 Class attendance- Regular class attendance as specified by the instructor is expected of all students. Students are only allowed to have
7 absences for TTH and 11 for MWF schedules. Absences due to illness and those with valid reasons are already included in the
allowable no.of absences. Instructors should be notified immediately in case of the students’ absence.

FACULTY, BA
June 23, 2018
Mandatory Procedure
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GLOBAL MARKETING
 Punctuality – Student/s who walk/s into the classroom late or leave the class early distract other students and disrupt the learning
environment.Students are expected to come on or before the class schedule.
 Class participation – all students are encouraged to actively participate in class discussions and activities.
 Use of Cellphones- cellphones are not allowed during class hours, however, if the subject uses e-books and other e-journals, the use of
cellular phones are allowed provided the instructor has the complete control on its usage.
 Classroom Behavior and Civility- appropriate behavior and respect to instructors and to others are highly encouraged.
 Cheating- Cheating is obtaining or intentionally giving unauthorized information to create unfair advantage in an examination,
assignment or classroom situation, thus cheating in any form is highly discouraged and with corresponding disciplinary action. ( Refer
to Student Handbook)
 Course requirements- Students are expected to observe deadlines, otherwise, failure to submit on the stipulated time will be penalized
 Cleanliness and Orderliness- Students are expected to maintain the cleanliness and orderliness of the classroom. Loitering is
prohibited.
 Wearing of ID and Uniform-Students should come to class on proper uniform and ID
 Class preparation- Students who forgot common supplies such as pen, paper, handouts, etc. usually waste class time. They are
encouraged to come prepared.
 Seek Assistance- your instructor is very much willing to assist you during consultation hours.
 Always have a positive attitude
LEARNING PLAN – BACC2 GLOBAL MARKETING
Lesson/Topic Learning Objectives Methodology Activities Resources Assessment

FACULTY, BA
June 23, 2018
Mandatory Procedure
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GLOBAL MARKETING
Review of Review marketing concepts, Lecture – discussion Digital Light Graded oral
Marketing approaches and principles PowerPoint Processing (DLP) recitation
Fundamentals presentation Projector
Short quiz
Video Presentation Video Clips
Establish the significance of
marketing concepts in global Role play Reflection Reflection paper
and international markets Reflection
Apply the marketing concepts

in understanding the Brainstorming Oral reports Chapter exam
international markets Summarizing Class Debate
Cultural Determine the importance of Lecture- discussion Comparative Digital Led Problem solving
environment history and geography in Video presentation Analysis Projector (DLP) activities
and global understanding international Question and
markets markets Answer Video Clips Graphic organizers
Identify the effects of history Comparative Oral reports Chapter quiz
on a country’s culture and the Analysis
impacts of geographic Anticipatory charts
diversity on economic profiles Summarizing Class Debate
of a country Brainstorming Role-play

FACULTY, BA
June 23, 2018
Mandatory Procedure
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GLOBAL MARKETING
Chapter exam
Analyze the dynamics of
communication infrastructures Case Study 1 - Case Study Case Analysis
as an integral part of Starbucks - Going Analysis Presentation
international commerce Global Fast
Assessing Determine and discuss the Lecture-discussion Case Study Digital Light Oral Recitation
global market significance of culture to an Peer discussion Analysis Processing (DLP)
opportunities international market Projector Chapter Quiz
Explore the origins and Video Presentation Video Clips Reflection Paper
elements of culture
Cooperative Debate Anticipatory charts
Identify the impact of cultural learning Socratic seminar
borrowing
Demonstrate the strategy of Case Study 2: Case Analysis
planned change and its Nestle: The Infant Presentation
consequences Formula
Controversy
Case Study 3: Coke Case Analysis

and Pepsi Learn to Presentation

FACULTY, BA
June 23, 2018
Mandatory Procedure
Issue Date

GLOBAL MARKETING
Compete in India
Chapter exam
Midterm
Examination
Developing Explore the necessity of Key words Case Study Digital Light Quiz
Global companies adapting to cultural Discussion Analysis Processing (DLP)
Marketing differences Questioning Projector Chapter exam
Strategies Reflections
Identify the different
management styles around the Video Presentation Video Clips
world and determine their
impact on decision-making, Compare and Comparative
negotiations and marketing Contrast Analysis
orientations Role-play Oral Recitation
Quiz
Discover the extent and
implications of gender bias in Inquiry- learning Reflection Reflection Paper
other countries
Explain the importance of

cultural differences in business Graphic organizers

FACULTY, BA
June 23, 2018
Mandatory Procedure
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GLOBAL MARKETING
ethics
Examine the influence of Written reports

culture in the formulation of
socially responsible decisions Case Study 4:
and strategic thinking among Human Nature: A Case Analysis
companies model for a Presentation
successful, working
Explore the differences and large-scale
between relationship-oriented Social Enterprise Chapter exam
and information-oriented
cultures
Implementing Interrelate the sovereignty of Problem Solving Think pair and Digital Light Oral Recitation
Global nations and its efficacy on the share Processing (DLP)
Marketing stability of government Projector
Strategies policies Lecture Discussion Board Work Oral Reports
Differentiate governmental Case Study 5: Case Study Case Analysis

types, political McDonald’s and Analysis Presentation
parties,nationalism,targeted Obesity
fear/animosity, and trade Comparative

FACULTY, BA
June 23, 2018
Mandatory Procedure
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GLOBAL MARKETING
disputes among countries and Case Study 6: Analysis Reflection Paper

examine how these factors Coping with Piracy Graphic organizers
affect the environment for in China
marketing in foreign countries Written Reports
Case Study 7:
Describe the political risks of Making Socially Case Analysis
global business and the factors Responsible and Presentation
that affect stability Ethical Marketing
Decisions: Selling Quiz
Establish the importance of the Tobacco to Third
political system to the World Countries Chapter exam
international marketing and
its effect on foreign
investments
Correlate the impact of
political and social activists,
violence, and terrorism on
international business
Assess and reduce the effect of

political vulnerability
Preparation, Craft Marketing plans of Lecture Discussion Case study Digital Light PowerPoint of

FACULTY, BA
June 23, 2018
Mandatory Procedure
Issue Date

GLOBAL MARKETING
Creation and selected Philippine companies Processing (DLP) cases

Presentation of that have export potentials KWL PPT Projector)
Marketing Case study
Plans and Design website/e-commerce Anticipation Guide Questioning
Websites sites targeting customers
outside the Philippines Keywords Group Discussion
Power point Reflection

Presentation
Final term
Exam

FACULTY, BA
June 23, 2018

Global Marketing Syllabus

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BUKIDNON STATE UNIVERSITY Page No.

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

LEARNING OUTCOMES OF THE COLLEGE OF BUSINESS

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

COURSE SYLLABUS IN BACC 2

Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

K-CLO1: Describe the key characteristics of important country markets in different L O P L O P O

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Case Studies’ Analysis and Presentation

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Lesson/Topic Learning Objectives Methodology Activities Resources Assessment

Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Apply the marketing concepts

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Case Study 3: Coke Case Analysis

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Explain the importance of

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Examine the influence of Written reports

Differentiate governmental Case Study 5: Case Study Case Analysis

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

disputes among countries and Case Study 6: Analysis Reflection Paper

Assess and reduce the effect of

Ms. SAMANTHA O. VEGA

Outcomes Based Education – Learning Outcomes of the COLLEGE OF BUSINESS

COURSE SYLLABUS IN BACC2

Creation and selected Philippine companies Processing (DLP) cases

Power point Reflection

Prepared by/Date: Verified by/Date: Validated by/Date: Approved by/date

Ms. SAMANTHA O. VEGA