The Global Marketer Marketing To The World

AY2019/2020 Semester 1

Singapore is a small nation state with limited market opportunities. Many multinational companies have their regional headquarters in Singapore and many local companies are looking to expand overseas. This course aims to address your needs and aspirations as a marketing graduate in this globally connected world. A regional or global role will open up many career options for you and help you grow as a marketing professional. The first half of the course will cover familiar topics like marketing research and customer-driven marketing strategy from a global perspective. There are additional challenges that companies will face in a global context. The course will challenge your preexisting assumptions about how marketing works and help you navigate all these additional complexities of global marketing. As it is a course targeted at final-year marketing students, you will also be introduced to current concepts and ideas (e.g., design thinking) relevant to the industry to help you ease into the dynamic world of marketing. The course will also delve into how technology is transforming how companies market their products and services across borders. The first half of the course will provide grounding for the second part of the course. The second half of this course will seek to address the global marketing challenges facing Asian companies, and why they must learn to become global marketing/business competitors. In particular, it seeks to provide students with some insightful perspectives on how Asian companies can begin on their journeys to become global competitors. Asian companies must learn to adapt to the fast-changing rules of global competition, when many of these rules are enacted by the West. The recent sagas against Chinese companies on toys, milk products, textiles and other related products are examples for Asian companies to realize that they cannot operate independently of international opinions, norms, and sensitivities. Without a doubt, Asian companies must continue to improve their management and learn to strategize better to effectively deal with the West. They need to improve their global competitiveness, learn to build world-class businesses and brands, and how to establish sustainable global companies in order to rival the Western multi-national corporations. There will be a couple of sessions in which you will be exposed to how Sun Zi Bingfa can be applied to global business strategies. Given the rising economic power of China, Sun Zi Bingfa can provide a useful insight into the mind of the Chinese corporate strategist.