Managing and Driving Global Growth

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?

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. Sebastian Edwards

Prof. Sebastian Edwards

Professor

Sebastian Edwards is the Henry Ford II Professor of International Business Economics at the UCLA Anderson School of Management.

From 1993 until April 1996, he was the Chief Economist for the Latin America and Caribbean Region of the World Bank. He is a research associate of the National Bureau of Economic Research (NBER), a member of the advisory board of Transnational Research Corporation and co-chairman of the Inter American Seminar on Economics (IASE).

He is also past-president of the Latin American and Caribbean Economic Association (LACEA), an international professional association of economists with academic interests in Latin America and the Caribbean region and a member of the Scientific Advisory Council of the Kiel Institute of World Economics, Kiel, Germany. In September 2004, Professor Edwards was appointed to California Governor Arnold Schwarzenegger’s Council of Economic Advisors.

Edwards has been a columnist for the Wall Street Journal, and is the author of more than 200 scientific articles on international economics, macroeconomics and economic development. His articles have appeared in The American Economic ReviewThe Journal of Monetary EconomicsThe Economic JournalOxford Economic PapersThe Journal of Development EconomicsThe Quarterly Journal of Economics, the Journal of Economic Perspectives and others. His work and views are frequently quoted in the media, including by the New York Times, the Financial Times, the Los Angeles Times, the Wall Street Journal and The Economist.

Edwards is an associate editor of The World Economy, the Journal of International Trade and Economic Development, the Journal of International Financial MarketsInstitutions and Money, and Analisis Economico. For almost ten years he was the co-editor of the Journal of Development Economics.

Edwards has been a consultant to a number of multilateral institutions, including the Inter-American Development Bank, the World Bank, the IMF, and the OECD. He has also been a consultant to the United States Agency for International Development and to a number of national and international corporations. He has worked in Argentina, Brazil, Bolivia, Chile, Colombia, Costa Rica, Egypt, Guatemala, Honduras, Indonesia, Korea, Mexico, Morocco, New Zealand, Nicaragua, Tanzania and Venezuela. He has also consulted for a number of international financial institutions and multinational firms.

Sebastian Edwards was born in Santiago, Chile. He was educated at the Catholic University of Chile, and received an M.A. and Ph.D. in economics from the University of Chicago.

Education

Ph.D. Economics, 1981, University of Chicago
M.A. Economics, 1978, University of Chicago
Licenciado Economics, 1975, Universidad Catolica, Chile

Interests

Mercosur, monetary policy, capital markets, Consumer Price Index, currency crises, devaluation, currency, emerging markets, employment, exchange rates, the Federal Reserve, inequality, inflation, Latin America, Mexico, NAFTA, and poverty

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 the progress being made in marketing by a newly globalizing company.
  • 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.
  • Identify key benefits of globalizing a company’s marketing efforts.
  • Evaluate a specific company’s global market opportunity, using an established six-step model (organizational readiness, product suitability, country identification, industry and target-market assessment, local partner selection, and sales potential estimation).
  • Justify a recommendation on which elements of the marketing mix (product, positioning, brand, packaging, advertising, pricing, sales promotions, public relations, and distribution) need to be localized, based on the maxim “Globalize as much as you can; localize as much as you have to.”
  • Determine through research the growth pattern of a given country as a potential location for global expansion.
  • Answer key questions pertaining to a given country’s probable future economic position.
  • Evaluate the Goldman Sachs Model’s four conditions for growth – macro-stability, institutions, openness, and education – for a given country
  • Determine through research the accumulated capital of a given country.
  • Summarize a given country’s labor contribution to its overall economy, including its demographics and the quality of its educational system.
  • Evaluate the total factor productivity of a given country, including the impact of technology.

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

Global Marketing

Learning Objectives:

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

  • Identify key benefits of globalizing a company’s marketing efforts.
  • Evaluate a specific company’s global market opportunity, using an established six-step model (organizational readiness, product suitability, country identification, industry and target-market assessment, local partner selection, and sales potential estimation).
  • Justify a recommendation on which elements of the marketing mix (product, positioning, brand, packaging, advertising, pricing, sales promotions, public relations, and distribution) need to be localized, based on the maxim “Globalize as much as you can; localize as much as you have to.”

Module Components:

Video Lectures:

  • Motivation and Evaluation of Global Opportunities
  • Global Opportunity Assessment
  • Glocal Marketing

Readings:

  • Global Marketing – Driving Expansion
  • Six Classic Distribution Paradigms for Global Marketing Channel Strategy
  • Globalization, Converging Commonality and Business Strategy

Case Study:

  • Case Study: FreeForAll Healthy Snacks (Continued – Part 1

Quiz:

  • Global Marketing

Drivers of Global Growth

Learning Objectives:

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

  • Determine through research the growth pattern of a given country as a potential location for global expansion.
  • Answer key questions pertaining to a given country’s probable future economic position.
  • Evaluate the Goldman Sachs Model’s four conditions for growth – macro-stability, institutions, openness, and education – for a given country

Module Components:

Video Lectures:

  • Foundational Concepts driving Global Growth
  • The BRIC Countries
  • The Goldman Sachs Model

Readings:

  • The Relatively Recent Arrival of Economic Growth
  • New Global Growth Projections Predict the Decade of India
  • The Global Economy in Transition

Case Study:

  • Case Study: FreeForAll Healthy Snacks (Continued – Part 2)

Quiz:

  • Drivers of Global Growth

Understanding Global Growth

Learning Objectives:

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

  • Determine through research the accumulated capital of a given country.
  • Summarize a given country’s labor contribution to its overall economy, including its demographics and the quality of its educational system.
  • Evaluate the total factor productivity of a given country, including the impact of technology.

Module Components:

Video Lectures:

  • Capital Accumulation
  • Labor Contribution
  • Total Factor Productivity Growth

Readings:

  • The Economic Growth
  • Total Factor Productivity – A Short Biography

Case Study:

  • Case Study: FreeForAll Healthy Snacks (Continued – Part 3)

Quiz:

  • Understanding Global Growth

Support

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