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1/ You are the marketing manager for Xanedu responsible for new-product development. Recently, your technology development department created a new software application that enables students to learn marketing management more effectively. Take the product through the new-product development process. What would you need to know to make an expansion decision for the product?
2/ Provide details about the marketing plan for Solar Panels in Vietnam.
3/ Case Study: Best Buy Inc. - Dual Branding in China. Dawar, Niraj; Chandrasekhar, Ramasastry. Case No. 9B09A016. Published 6/26/2009, Revised 5/11/2010. Richard Ivey School of Business, 2006.
This case is a good example of the acquisition of a company in a different culture and trying to establish a brand. Some critical errors involve using US marketing strategies in a non-US culture. Best Buy was not a brand name in China. The recent financial misfortunes of Best Buy highlight some other errors as well.
Outcomes: Identify some key failures in a global acquisition and merger designed to expand marketing capabilities. Students should be able to use knowledge from other classes to help them learn how to plan global marketing and product development without making similar errors.
Course Objectives: Evaluate the impact of customer diversity in marketing and distributing products and services. Evaluate the theories and strategies for continual improvement in the production of goods and services.