Building a Global Business

This course focuses on several essential questions related to a company’s efforts to succeed in the global marketplace: What is the value of “going global”? What organizational structures best contribute to global success? And how can a company evaluate the strength of the economy in a country location to ensure wise decisions about potential expansions? How can a digital business scale up and expand profitably beyond borders? What digital tools can help a business scale its operations?

Faculty

Prof. Carol Scott

Prof. Carol Scott

Professor

Carol A. Scott is a professor of marketing and faculty director for the Executive Program at The John E. Anderson Graduate School of Management at the University of California, Los Angeles. She has taught in the Executive MBA program since its inception in 1982 and was on the faculty of The Ohio State University for three years prior to joining UCLA in 1977.

She was named the outstanding teacher at The Anderson School for the 1983-84 year by the MBA student body. From 1986 through 1994 she served the School in a variety of administrative positions and in 1985 was a visiting associate professor at the Harvard Business School.

Professor Scott’s research interests include marketing positioning strategies and customer analysis for marketing decisions. Her work has been published in marketing and social science journals, and she has served on the editorial boards of the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing.

She has served as a consultant to a variety of profit and non-profit organizations on questions of marketing strategy, market positioning, and marketing effectiveness, and she often serves as an expert witness in litigation involving marketing questions. She was a member of the board of directors for Sizzler International, Inc. for six years, and presently serves on the board of United Online, Inc., the parent of Netzero, Juno, Classmates, and MyPoints.

Education

Ph.D. Marketing, 1975, Northwestern University
M.S. Management, 1972, Northwestern University
B.S. Education, 1970, University of Texas at Austin

Interests

Aerospace, Consumer Behavior, Corporate Renewal, Customer Analysis, Global Marketing, Marketing Strategy, Medical Marketing, Retailing, Trademarks, Marketing Trends

Prof. Gonzalo Freixes

Prof. Gonzalo Freixes

Professor

Gonzalo Freixes is a senior lecturer in the accounting area and is currently the Associate Dean of the Executive MBA and Fully Employed MBA programs, as wells as overseeing the Global Immersion programs for all three UCLA Anderson MBA programs. Mr. Freixes also serves as faculty director for the Applied Management Research Program for the full-time MBA Program. He holds a doctorate in jurisprudence from Loyola Law School and a master’s in business taxation from the University of Southern California.

Mr. Freixes teaches business law, international business law, business ethics, corporate and individual taxation, and real estate law & taxation in the MBA Program and in the undergraduate accounting minor program. He has lectured in Brazil, Spain, France, Holland, Argentina, South Africa, Belgium and Chile on international business & tax subjects. Previously, he taught international business law and business law at California State University, Northridge.

Mr. Freixes also directs the Price Center’s UCLA Summer Entrepreneurship Institute for undergraduate students, where he also teaches a course in business ethics and corporate governance. He frequently lectures in the subjects of taxation, corporate governance, business ethics, international business law, and trial advocacy.

In 2011, Mr. Freixes received the Neidorf Decade Teaching Award from the UCLA Anderson faculty and in 2006, he received the Fully Employed MBA class Outstanding Teacher Award. He is the faculty advisor and coach for the UCLA Mock Trial program. UCLA won the national mock trial championship in 2004, 2005, and 2011. He also served as a writer and consultant for the pilot of a Fox TV reality series, The Partner.

Mr. Freixes currently serves on the Board of Trustees of the Executive MBA Council and was Chair of the Board in 2012. He was an elected official with the Newhall School Board of Trustees (serving two years as its president) and also served on the State Bar of California’s Judicial Nominees Commission for three years, where he evaluated the California governor’s judicial nominees for the Supreme, Appellate, Superior and Municipal Courts.

Education

J.D. Law, 1979, Loyola Law School
M.A. Business Taxation, 2008, USC

Interests

Business law, taxation, business ethics, governance, international law and taxation, international trade, Latin America, law, political and legal strategy, start-up companies

Course Learning Objectives:

By the end of this course, you will be able to:

  • Analyze the current position of a globalizing company, including its organizational structure and the challenges it faces with respect to local resources, talent, innovation, risk, and commitment.
  • Evaluate a target country’s critical economic factors to determine its suitability as an expansion location.
  • Identify common challenges and likely opportunities connected with a domestic organization’s entering the global market.
  • Analyze a set of circumstances to recommend the most advantageous organizational structure for a given globalizing company.
  • Develop a set of guidelines to address one of the five challenge areas – resources, talent, innovation, risk, and commitment – for a company that is in the process of globalizing its business.
  • Use the PEST structure to analyze a potential new foreign market.
  • Consider the facts related to a proposed new foreign market to recommend the best method for initial entry.
  • From a list, select final candidates for positions as business manager, country manager, and human resources functional manager for a new branch office in a new market, providing rationales for each choice.
  • Create and implement a strategy to scale a digital business and expand to new markets.
  • Familiarize with the digital tools that can help a business scale up quickly.

Syllabus

Globalization 

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Identify common challenges and likely opportunities connected with a domestic organization’s entering the global market.
  • Analyze a set of circumstances to recommend the most advantageous organizational structure for a given globalizing company.
  • Develop a set of guidelines to address one of the five challenge areas – resources, talent, innovation, risk, and commitment – for a company that is in the process of globalizing its business.

Module Components:

Video Lectures:

  • Going Global – Considerations
  • Organizaing a Global Company
  • Addressing the Challenges in Global Expansion

Readings:

  • International Business Expansion
  • Taking Your Business Global (Part 1)
  • Taking Your Business Global (Part 2)
  • Global Marketing Mix – Product and Promotion
  • Global Marketing Mix – Placement
  • Global Marketing Mix – Price

Case Study:

  • Case Study: FreeForAll Healthy Snacks

Quiz:

  • Globalization

Going from Local to Global

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Use the PEST structure to analyze a potential new foreign market.
  • Consider the facts related to a proposed new foreign market to recommend the best method for initial entry.
  • From a list, select final candidates for positions as business manager, country manager, and human resources functional manager for a new branch office in a new market, providing rationales for each choice.

Module Components:

Video Lectures:

  • Challenges and Issues in Going Global
  • Practicalities and Perspectives for Global Market Entry
  • Capabilities and Competencies of the Global Manager

Readings:

  • Succeed in International Markets

Case Study:

  • Water Quality Engineering

Quiz:

  • Going from Local to Global

Growing and Scaling a Digital Business

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Learn strategies and tactics required to grow or scale a digital business.

Module Components:

Video Lectures:

  • Digital Business Growth Vs. Scaling
  • Strategies to Scale Digital Business
  • Finding New Markets for Digital Business Expansion
  • Assessing the Market Opportunity
  • Tailoring for Local Customer Preferences
  • Managing Technology, Supply Chain, and Legal Compliance

Readings:

  • Levers for Scaling a Digital Business
  • Scaling Digital Business : Example of Amazon and Alibaba
  • Examples of SMB Digital Business Growth

Quiz:

  • Growing and Scaling a Digital Business

Digital Tools for Scaling the Business

Learning Objectives:

As a result of participating in this module, you will be able to:

  • Familiarize with the digital tools that can help a business scale up quickly.

Module Components:

Video Lectures:

  • What is Cloud Computing and How Businesses Can Use It
  • Example of Using Cloud Computing for Revenue Growth
  • Using Ecommerce to Sell
  • Applications of Artificial Intelligence in Business
  • Using Digital Marketing for Global Business Expansion

Readings:

  • How the Cloud Enables Rapid Growth in SMBs
  • Example of Skullcandy using an Ecommerce Platform to Scale its Business
  • What are Artificial Intelligence, Machine Learning and Robotics
  • How Startups Can Use AI-Powered Tools to Scale Up

Quiz:

  • Digital Tools for Scaling the Business

Support

Please email support@northwest.academy for any support required with respect to the program, course or platform.