Each student will undertake a term project on global marketing as presented below. The final written report will include a PowerPoint submission to the instructor by each student. Depending on class size, students will be asked to make a presentation of the term paper. SUMMARY DESCRIPTION OF THE TERM PROJECT Major elements of the term project reports are as follows: • Choose a company or any other organization that markets a product or service. Indicate the basic industry in which the organization operates.
• Identify the product or service and two other elements of the company’s marketing mix (See below for a definition of marketing mix) • Describe a) How this company/organization competes in the industry within a national or regional market outside the United States or outside the original home market of the company/organization and b) Who are the competitors within the national, regional or global marketplace • Contrast clearly the marketing strategy used by the company in its home market versus one or more of its markets outside the home market. A marketing mix, from your introductory marketing course or its equivalent, involves the following mix of marketing elements: o Product or service offered to customers in different markets o Promotion strategies used in communicating with customers or target audience o Placement/Distribution structure the company relies on to make its products/services available to its customers o Pricing approaches the company uses to market its product or service • Conclusion of Project: Papers should conclude with recommendations to the company’s Senior Marketing Manager. • In Week 8, the instructor will ask students to submit a term project outline and companies or organizations selected.