Proposal for General Education Program - Goal 8: Global Perspectives
MKTG 105 – Marketing in a Global Society
1. Student Competencies for Goal 8: Global Perspectives (fulfills at least 51% of the specified
competency)
a. Describe and analyze political, economic, and cultural elements which influence
relations of states and societies in their historical and contemporary dimensions.
This course provides students an introductory overview of macro-marketing concepts within
context of current and emerging global issues. Global trade has transcended national and
political borders, while also requiring adaptation of global marketing activities to local
conditions. Our global future is firmly grounded in this convergence of markets, culture and
society, and in an understanding of our connectivity through global exchange.
Global marketing activities over the past century have played central roles in the depletion of
our resources, pollution, disproportionate distribution of material wealth, quality of life, and
global health concerns. These issues will only be addressed by a generation that is educated to
understand the relationship between the advertising of high-fructose corn syrup snacks and
obesity, between the purchase of “every day, low priced” manufactured goods at Wal-Mart and
the flow of pollutants from Chinese factories. Our global future is firmly grounded in the
responsible convergence of markets, culture and society. We must understand the connectivity
that necessarily occurs with global exchange systems.
Students will demonstrate their understanding of the various linkages between macromarketing systems and the political, economic and cultural elements of global societies through
a variety of learning activities including in-class discussions, case studies, quizzes and exams.
b. Analyze specific international problems, illustrating the cultural, economic, and
political differences that affect their solution.
At a macro level, we will explore the economic, cultural and ethical conflicts inherent in
marketing strategies, including cross-nationalism, and what some perceive as ‘corporate
imperialism’. Great emphasis will be placed on the ramifications of free trade practices,
including the ethical concerns of balancing development and the environmental, labor and
quality of life issues and the impact on the local culture.
We will also explore the perception of ‘globalization’ efforts and the nature of marketing efforts
within the broader societal issues of production and consumption, the impact of global brands
and specifically, the issues associated with free and fair trade, sustainability and green
marketing and human rights issues in the global marketplace . We will examine how marketing
influences these factors and how it impacts local culture and society.
Students will demonstrate their understanding of the specific global issues, including free trade,
environmental impacts, fair labor practices, sustainability and cultural impacts on host countries
through a variety of learning activities including in-class discussions, case studies, quizzes and
exams.
c. Understand the role of the world citizen and the responsibility world citizens share for
their common global future.
Socially responsible world citizens must develop a better understanding of how to work with
organizations to accomplish economic and social goals, and to satisfy all stakeholders, rather
that act for the solely for the benefit of the individual firm. Students will study how both global
and domestic marketing decisions function to either alleviate or exacerbate global problems and
their responsibilities as both consumers and potential organizational leaders to behave in ways
that will help to resolve global crises, many of which have been caused by the marketing actions
of the firm. We will also review the ethical ramifications of global marketing decisions and how
these actions can change local cultures for both the good and the bad. Students should develop
a better understanding of key environmental and cultural differences across global markets, and
the dependent and independent variables that affect marketing’s impact on cultures around the
world.
Key to these global opportunities is an understanding of consumer similarities and differences,
acknowledging those attributes we have in common and developing a respect and tolerance of
our diversity, and how these factors influence marketing decisions. In addition, as socially
responsible world citizens, it is imperative to develop and hone our global orientation in order
to explore the challenges of both market globalization and the potential backlash of the growing
market influence of multinational corporations.
Students will demonstrate their understanding of their role in a global society through a
research project on an approved topic having to do with the impact of marketing within the
global context. The results will be presented to the class and will be on a topic related to global
marketing concepts or ethical issues related to those marketing activities.
2. Course Requirements and learning activities
Student Competencies
Describe and analyze
political, economic, and
cultural elements which
influence relations of
states and societies in
their historical and
contemporary
dimensions
Course Requirements
a. Identify the convergence of
markets, culture and society, and
demonstrate an understanding of
our connectivity through global
exchange
b. Evaluate marketing efforts within
the broader societal issues of
production and consumption
Learning Activities
In-class discussions,
case studies,
readings, homework
and in-class
exercises
Assessment
Quizzes, exams
and completion
of in-class
exercises
Analyze specific
international problems,
illustrating the cultural,
economic, and political
differences that affect
their solution
a. Demonstrate an understanding
of the economic, cultural and
ethical conflicts inherent in macromarketing strategies
b. Identify the ramifications of
balancing development, fair labor
practices and the impact on local
cultures
c. Identify the issues associated
with fair trade, sustainability and
green marketing
d. Identify the challenges of both
market globalization and the
potential backlash of the growing
market influence of multinational
corporations
a. Identify how both global and
domestic marketing decisions
function to either alleviate or
exacerbate global problems
b. Identify your responsibilities as
both consumers and potential
organizational leaders to behave in
ways that will help to resolve global
crises, many of which have been
caused by the marketing actions of
the firm
c. Recognize and evaluate the
similarities and differences of global
consumers, and how these factors
influence marketing decisions
In-class discussions,
case studies,
readings, homework
and in-class
exercises
Quizzes, exams
and completion
of in-class
exercises
In-class discussions,
case studies,
readings, homework
and in-class
exercises
Research
presentation
Understand the role of
the world citizen and
the responsibility world
citizens share for their
common global future
3. Course Description and Outline
a. Catalog Course Description
Marketing in a Global Society provides an introduction to key macro-marketing concepts within
the context of current and emerging global issues. This course is designed to explore the social
goals and ethical responsibilities of the marketing system in consumption patterns, the
resources used to produce those goods, and the impact of that production and consumption on
the environment, society and stakeholders in this dynamic era of globalization. Topics include
sustainability, global linkages, emerging markets, quality of life, global labor issues, cultural
imperialism, environmental impacts, income inequality, and fair trade practices.
b.
Course outline (Goals areas addressed as referenced in Section 1)
A. Overview of marketing in a global society (Goal 1.a)
1. Introduction to course
2. Marketing definition: micro- v. macro-marketing
a. Marketing management philosophies
i. Production orientation
ii. Marketing orientation
iii. Social marketing orientation
b. Role of macro-marketing
3. Micro – macro dilemma
a. Micro–marketing
i. Organizational activities designed to meet organizational objectives
ii. Cultural impact on marketing
b. Macro-marketing
i. Effect that marketing has on society as a whole
ii. Production and consumption patterns
iii. Social benefits/potential problems from the marketing process
iv. Marketing impact on cultures
c. Social consequences of conflicts within the marketing system
i. Exploring the impacts of marketing on global society
4. Factors driving globalization
a. Political changes
b. Global connectivity through the Internet
c. Emerging economies
B. Social responsibility and ethics in the global marketing environment (Goals 1.b and 1.c)
1. Ethical issues
a. Corporate social responsibility
b. Ethical decision making
c. Fair trading practices
d. Cultural ‘imperialism’
2. Labor issues
a. Child labor
b. Human rights
c. Sweatshops
C. Sustainability and environmental issues (Goal 1.b)
1. Green marketing
2. Environmental impact on emerging economies
D. Legal and political issues (Goal 1.c)
1. Trade barriers
2. International economic communities
3. Political environments and market risks
E. Social marketing initiatives (Goal 1.c)
1. Defining the conceptual framework
2. Evaluating the external environment
F. Factors influencing the consumer decision process (Goal 1.a)
1. Psychological factors
a. Materialism
b. Over – consumption
c. Income inequality
2. Social and cultural influences
3. Situational factors
a. Quality of life
b. The challenges of emerging markets
c. The disenfranchised global markets
d. Disparate standards of living
4. Global cultural behavior and buying behavior
a. Quality of life measures
b. Cross-cultural comparisons
c. Culture and the marketing mix
d. Influence of values, beliefs and customs
G. Global marketing (Goals 1.a and 1.b)
1. The evolution of global marketing
2. Analyzing the global marketplace
a. The economic environment
b. The competitive environment
c. The technological environment
d. The political and legal environment
3. Cultural dynamics in assessing global markets
4. Global market entry strategies
5. The marketing mix in the global economy
a. Global products and global brands
b. Retailing and e-commerce in global markets
c. Communications and advertising on the world stage
d. Pricing in global markets
6. Emerging markets
a. “BRIC” – Brazil, Russia, India and China
b. Regional trading blocs
H. A systems approach - implications for macro-marketing (Goal 1.c)
1. Marketing systems with a broadened view of the
world
2. Corporate social responsibility
3. Sustainable marketing in the future
c. Instructional delivery methods
A number of techniques will be utilized to engage the student in the learning environment. In
addition to readings, discussion and class lectures, the course will involve learning activities,
films, quizzes and exams on global marketing topics. The text will be a customized text
containing several chapters on the macro-marketing concept. In addition, there will be readings
on specific ethical issues regarding globalization, including the backlash against the growing
economic and cultural reach of multinationals, as well as the labor and environmental issues
surrounding free trade.
d. Course requirements and assessment plan
Course requirements will involve both individual and team efforts, including research
presentations, quizzes, exams and a number of in-class exercises, as follows:
Exams (4 @ 15% each)
Research presentation
Homework and quizzes
60%
20%
20%
Exams (60%)
There will be 3 regular exams consisting of multiple choice, true/false and/or short answer
questions, as well as a cumulative final exam. Each exam will be weighted equally. Exams will
cover assigned readings, films, class discussions and lecture.
Research Projects (20%)
Each student will work in teams of two and conduct a research project on an approved topic
having to do with the impact of macro-marketing on our global society. The research project
will be on any topic related to marketing concepts, ethical issues or any of the topics which were
discussed during the semester (fair trade, country specific marketing challenges, global
branding, sustainability, etc.) Students will be expected to prepare and present a PowerPoint
presentation in class of approximately 8 – 10 minutes in length, with both students presenting.
In-class (20%)
A student’s grade will also be based on in-class discussions, attendance, assignments and
quizzes. In addition, one research diary entry on topics that represent an example of a concept
that was covered in class will be required.
e. Course materials
Friedman, T. (2009). Hot, Flat and Crowded, Why We Need a Green Revolution. New York, NY:
Farrar, Straus and Giroux.
Belz, F-M. & Peattie, K. (2009). Sustainability Marketing, A Global Perspective. West Sussex, UK:
John Wiley & Sons, Ltd.
Customized text to include chapters from:
Arnold, D. 2004. The Mirage of Global Markets. Pearson Education, Saddle River, New
Jersey.
Harf, J. E. & Lombardi, M.O. (Eds.). (2012). Taking Sides: Clashing Views on Global Issues.
New York, NY: McGraw-Hill.
Jackson, R. M. (Ed.). (2012) Global Issues, New York, NY: McGraw-Hill.
Gundlach, G.T., Block, L.G. & Wilkie, W.L. (2007). Explorations of Marketing in Society.
Mason, OH: Thomson/South-Western.
f.
Bibliography
Arnold, D. (2004). The Mirage of Global Markets. Saddle River, NJ: Pearson Education.
Baron, D. (2010). Business and the Environment, Sixth Edition. Saddle River, NJ: Pearson
Education.
Bartels, R. & Jenkins, R.L. (1977). Macromarketing. The Journal of Marketing, 41(4): 17-20.
Belz, F-M. & Peattie, K. (2009). Sustainability Marketing, A Global Perspective. West Sussex, UK:
John Wiley & Sons, Ltd.
Bova, R. (2010). How the World Works, A Brief Survey of International Relations, Saddle River,
NJ: Pearson Education.
Donovan, R. and Henley, N. (2010). Social Marketing, an International Perspective, New York,
NY: Cambridge University Press.
Friedman, T. (2006). The World is Flat, A Brief History of the Twenty-first Century. New York, NY:
Farrar, Straus and Giroux.
Friedman, T. (2009). Hot, Flat and Crowded, Why We Need a Green Revolution. New York, NY:
Farrar, Straus and Giroux.
Gopinath, C. (2008). Globalization, A Multi-Dimensional System. Thousand Oaks, CA: Sage
Publications.
Griffiths, R. J. (Ed.). (2012). Developing World 12/13, New York, NY: McGraw-Hill.
Gundlach, G.T., Block, L.G. & Wilkie, W.L. (2007). Explorations of Marketing in Society. Mason,
OH: Thomson/South-Western.
Harf, J. E. and Lombardi, M.O. (Eds.). (2012). Taking Sides: Clashing Views on Global Issues. New
York, NY: McGraw-Hill.
Jackson, R. M. (Ed.). (2012) Global Issues, New York, NY: McGraw-Hill.
Klein, N. (2002). No Logo: No Space, No Choice, No Jobs. Picador USA, New York.
Starobin, P. (2009). After America, Narratives for the Next Global Age. New York, NY: Viking,
Penguin Group (USA).