{"id":1903,"date":"2021-10-04T12:01:00","date_gmt":"2021-10-04T16:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1903"},"modified":"2021-10-05T14:59:39","modified_gmt":"2021-10-05T18:59:39","slug":"unit-4-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/unit-4-course-materials\/","title":{"rendered":"Unit 4 Course Materials"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Welcome to <\/span><b>Unit 4: Global Vision<\/b><span style=\"font-weight: 400\">. This week we will learn about why it matters for organizations to think beyond the confines of their local customer base and market their products and services more broadly. We\u2019ll also examine the challenges that arise from global expansion, and how organizations and marketers need to be sensitive to cultural differences across country borders.<\/span><\/p>\n<p><span style=\"font-weight: 400\">We\u2019ll learn about some marketing mistakes that have been made when organizations have failed to understand norms in new countries they expand to, and share examples of marketing campaigns that as a result did more harm than good.<\/span><\/p>\n\n\n<p><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets<\/li><li>Describe common approaches used by organizations to compete successfully on a global scale<\/li><li>Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment<\/li><\/ul>\n\n\n\n<p><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n\n\n\n<p>1. Read this Open Educational Resource (free to access):\u00a0<strong><a href=\"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/why-it-matters-marketing-globally\/\" data-type=\"URL\" data-id=\"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/why-it-matters-marketing-globally\/\" target=\"_blank\" rel=\"noreferrer noopener\">Module 14: Marketing Globally<\/a><\/strong><sup>1<\/sup><br><em>Please note: you do not need to complete the activities listed in this resource.<\/em><\/p>\n\n\n\n<p>2. Watch\u00a0<strong><a rel=\"noreferrer noopener\" href=\"https:\/\/youtu.be\/78haKZhEqcg\" target=\"_blank\">this video<\/a><\/strong><sup>2<\/sup>\u00a0(also embedded below) about how cultural differences across country lines may affect an organization\u2019s decision to expand globally.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Me or We? Cultural Difference between East and West\" width=\"625\" height=\"352\" src=\"https:\/\/www.youtube.com\/embed\/78haKZhEqcg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>3. Complete our <strong>Unit 4 Assignment<\/strong>. You can find more details <strong><a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/assignments\/unit-4-assignment\/\" data-type=\"page\" data-id=\"455\">here<\/a><\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>As always, if you need more information, you can&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/openlab.bmcc.cuny.edu\/groups\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/forum\/topic\/ask-a-question\" target=\"_blank\"><strong>ask me a question<\/strong><\/a>. For information on due dates, check our&nbsp;<a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/\"><strong>Course Schedule<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL Why It Matters: Marketing Globally.\u00a0<strong>Provided by<\/strong>: Lumen Learning.\u00a0<strong>License<\/strong>:\u00a0<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/p>\n\n\n\n<p><sup>3<\/sup><strong>Knovva Academy<\/strong>\u00a0on YouTube:\u00a0<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/youtu.be\/78haKZhEqcg\">https:\/\/youtu.be\/78haKZhEqcg<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to Unit 4: Global Vision. This week we will learn about why it matters for organizations to think beyond the confines of their local customer base and market their products and services more broadly. We\u2019ll also examine the challenges that arise from global expansion, and how organizations and marketers need to be sensitive to [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"class_list":["post-1903","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/comments?post=1903"}],"version-history":[{"count":3,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1903\/revisions"}],"predecessor-version":[{"id":2204,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1903\/revisions\/2204"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/media?parent=1903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}