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BUS622: Global Marketing — Study Guide Table of Contents
A self-contained set of study guides, one per Canvas slot, synthesizing every reading, lecture, discussion prompt, and assignment from BUS 622. Open a week below to browse its guides, or jump straight to the matching Canvas item.
Weekly Guides
Week 1 Foundations · Global Economic & Trade Environments 3 guides
Week 1 — Overall Study Guide
Course frame · global economic & trade environments · the Week 1 paper
Discussion 1 — What Is Global Marketing?
Defining the discipline; how global differs from international and export marketing
Forces shaping cross-border markets; matching environment to strategy
Week 2 Social, Cultural, Political-Legal & Information Environments 4 guides
Week 2 — Overall Study Guide
Social/cultural, political-legal-regulatory & information environments (Chs. 4–6)
Cultural profile, Chapter 4 theory mapping, worked SWOT + sample post
EDI, ECR, big data / CRM through the Amazon "Just Walk Out" lens
Assignment — Global Marketing Plan, Part 1
First installment of the final plan; choose mentor company + environmental analysis
Week 3 Segmentation, Targeting & Market Entry 4 guides
Week 3 — Overall Study Guide
Segmentation, targeting, positioning & market-entry decisions (Chs. 7–9)
Demographic, geographic, psychographic, behavioral; choosing a target segment
Entry-mode comparison; export, licensing, JV, FDI
Self-audit and first draft of your professional brand statement
Week 4 Branding, Products & Pricing 4 guides
Week 4 — Overall Study Guide
Branding, product decisions & pricing strategies (Chs. 10–11)
Discussion 1 — Product & Brand Decisions
Extension, adaptation, creation; brand equity in global markets
Discussion 2 — Pricing Strategies
Penetration, skimming, target costing; gray markets and transfer pricing
Assignment — Walmart Case Study
Channels & physical distribution; place utilities; Walmart.com SWOT
Week 5 Promotion, Advertising & Integrated Marketing Communications 5 guides
Week 5 — Overall Study Guide
Promotion, advertising & integrated marketing communications (Chs. 13–14)
Discussion 1 — Promotion
Standardization vs. adaptation in global promotion; cultural fit
Mobile-first promotion in emerging vs. developed markets
Build an IMC plan that ties advertising, PR, digital, and sales promotion
Revisit and sharpen the personal brand statement from Week 3
Week 6 Organization, Leadership & The Final Plan 4 guides
Week 6 — Overall Study Guide
Organization design, leadership & corporate social responsibility (Chs. 16–17)
Centralization vs. decentralization; matrix, geographic, transnational forms
CSR frameworks; ethics, sustainability, and brand reputation
Final Paper — Global Marketing Plan, Part 2
The capstone: complete plan synthesizing all six weeks of work
COURSE REFERENCE
Green & Keegan, Global Marketing (10th ed.)
Chapters 1–3 of the course textbook — the foundation for Weeks 1 through 2.