C.

Harris Global Marketing Unit Plan - Page 1

Name: Carrie Harris
Course/Grade: International Business (2-hour block class with Theory/Lab components) Grades 11/12
Lesson Title: Global Marketing Doing Business in International Markets
Recognizing Perspectives, Investigating the World, Communicating Ideas
UbD Template 2.0
Stage 1 Desired Results
ESTABLISHED GOALS
Understand how social, cultural,
technological, and geographic factors
influence consumer buying behavior in
different cultures.
Understand how marketing elements need
to be adapted for international marketing
efforts.
Understand what businesses have to
consider in terms of different cultures,
languages, economies, governments and
currencies when developing
products/promotions.
Recognize the customer-oriented nature of
marketing and analyze the impact of
marketing activities on the individual,
business, and society.
Understand how cultural differences may
affect the way a product is advertised
and/or marketed in different countries
Describe how marketing mix elements need
to be adapted for international marketing
efforts for goods and services.
Discuss social and cultural factors in various
countries that will affect a successful
marketing presentation.
Transfer
Students will be able to independently use their learning to
Demonstrate a sensitivity to culture and context
Effectively employ communication, interpersonal and leadership skills in diverse personal
and business situations.
Interpret and apply business processes to become socially responsible citizens.
Integrate technical knowledge, skills and understanding in a constantly evolving global
environment.
Recognize the perspectives of others when doing business.
Successfully communicate with others when doing business around the world.

Meaning
UNDERSTANDINGS
Students will understand that
Doing business in a global market is
different than doing business domestically.
Companies must adapt their product
offerings and marketing strategies to meet
the needs of their target market.
One must investigate and understand the
cultural, geographic, economic and
governmental differences in various
countries in order to have successful
international business and marketing
efforts.
E-marketing takes business all over the
ESSENTIAL QUESTIONS
What are the advantages and disadvantages
of US businesses entering the global market?
Why is cultural understanding continuing to
grow in importance and how does this growth
impact business?
Why is keeping other cultures in mind while
developing a marketing plan critical on local,
national, and international levels?
What cultural considerations do businesses
have to take into account when preparing its
marketing/packaging efforts.
What kinds of barriers might US businesses
face when doing business in the global

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Conduct short as well as more sustained
research projects based on focused
questions, demonstrating understanding of
the subject under investigation.
Gather relevant information from multiple
print and digital sources, assess the
credibility and accuracy of each source, and
integrate the information while avoiding
plagiarism.
Draw evidence from informational texts to
support analysis, reflection, and research.
Apply digital tools to gather, evaluate, and
use information.
Locate, organize, analyze, evaluate,
synthesize, and ethically use information
from a variety of sources and media.
Write informative/explanatory texts to
examine and convey complex ideas and
information clearly and accurately through
the effective selection, organization, and
analysis of content.
Apply basic social communication skills in
personal and professional situations.
Incorporate appropriate leadership and
supervision techniques, customer service
strategies, and personal ethics standards to
communicate effectively with various
business constituencies.
Utilize technology to enhance the
effectiveness of communication.
Use various input technologies to enter and
manipulate information appropriately.
Gather, evaluate, use, cite, and disseminate
information from technology
Use multimedia software to create media-
rich projects.

world.
Business must consider a myriad of
different cultures, languages, economies,
governments and currencies when
developing its marketing efforts.
Legal issues arise in marketing that one
must be aware of (international trade
policies and import and export laws) when
selling products on a global scale.


marketplace (tariffs, duties, trade
agreements, quotas, etc.)?

Acquisition
Students will know
Definition of globalization.
Definition of international marketing
Fundamental concepts of international
business and marketing.
The professional parts of a formal press
release.
The fundamentals of a proper print
advertisement.
How to differentiate the four Ps of the
marketing plan to make it work across
borders.
How to interact with various professionals
across borders through understanding their
cultural influences in business.
Students will be skilled at
Analyzing cultures to determine trade
compatibility.
Analyzing various factors and influences
affecting the international business
environment.
Analyzing the importance of ethical business
operations/social consciousness in an
international business environment.
Determining the importance of market
research, product development and pricing
strategies in successful international
marketing strategies.
Evaluating effective methods of professional
sales and promotional activities in the
international business and marketing
environment.
Creating a business proposal for an
international marketing idea working within
the government regulations, local customs,
etc.
Promoting and hosting a professional,
international business panel for the staff and
students of the school.


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Stage 2 - Evidence
Evaluative Criteria Assessment Evidence

Describe, illustrate, generalize, compose, propose,
consider, explain, recognize, advise, foresee,
reflect









Recognize, relate, judge, induce, identify, interpret,
discuss, recall




Analyze, evaluate, choose, depict, describe, reflect,
generate, apply, express, organize, prepare, point
out, synthesize













TRANSFER/PERFORMANCE TASK(S):
1. Reflective Blog Posting Students imagine they assume the role of a business consultant for
your community. A major supermarket from a foreign country is preparing to open a new store
in your community. What information can you provide about the people in your community to
allow the supermarket company to respond to your community's needs? Are there any cultural
or religious concerns that might affect the food products to be sold? Where in the community
would you advise the company to build? Will it compete with existing food stores? How should
this new store promote its opening? What types of marketing efforts would you suggest? What
cultural or economic impact might you foresee with the introduction of the new company?
Compose answers using a professional, modified block letter format. Students will post letter to
their blog page. (Intl Connection: Share these blogs with Russian students from English as a
Second Language class. Have them read the letters and comment/ask questions about the
blogs.)
2. Global Brands/Logo Recognition - In teams of four assigned by the teacher, play the global
Logo Quiz App as a class in order to recognize global brands and the importance of a logo for
brand image. Discuss the most prominent US logos and the companys international efforts in
establishing a global brand. (Intl Connection: Prepare a PowerPoint with major brands to see if
Russian students can name each one. Have Russian students do the same containing famous
Russian logos and swap. Discuss the brands and their influence/ importance in each market.)
3. Analyze Global Brands and Report Findings to the class Pick one from the following
Marketing Spotlight, Global Brands Case Studies: The Story of Coca-Cola or Gillettes Global
Shaving Legacy. In groups of two, read the entire case study. Use a colored highlighter to
emphasize all global marketing ideas. Use the following discussion questions to guide you in
your depiction of the global marketing techniques described within the text. Organize your
discussion ideas on a large-post it note and hang it on a blank space around the room. Present
your discussion ideas to the class.
Gillette:
What makes Gillette so good? Innovation or execution? Does Gillette follow or create
markets? What are the primary marketing tools behind Gillettes success? How has
Gillette differentiated its marketing strategies and product offerings for various
countries?
Coca-Cola:
What is the primary basis for Cokes past international marketing success? Is it only
advertising? Given the growing political and economic uncertainty, what changes can
Coke make to its global marketing strategy? What is the real meaning of think

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Compare, contrast, critique, defend, describe,
differentiate, reflect, analyze, select, evaluate

















Compare, contrast, critique, evaluate, judge, infer,
translate, summarize, reflect, compose, debate










Brainstorm, develop, list, examine, research,
locally? Can and should this marketing philosophy always work? Why?
(Intl Connection: Ask Russian students about the importance of Coca-Cola as a brand
in their country and what the brand means to them. Is it a highly-regarded brand or do
people not like the idea of Coca-Cola. Discuss its importance and significance in each
culture via emails, blogs, Skype, or Youtube.)
4. Domestic vs. International Print Advertisements Students should search the internet for 5
advertisements that appeared internationally. Students should indicate which component of the
marketing mix was adapted and why in order to market that product in this country. The
advertisements must be appropriate for school to be included in this assignment. Complete the
print ad analysis sheet for each ad. Also, answer the questions below about each ad and then
copy and paste the advertisements into a Power Point. You must put the answers for each ad on
the slide with, and following that ad. Submit your ad analysis via Dropbox to the instructor. Print
a copy of the slide handouts for your senior marketing portfolio.
Questions for each Advertisement: (must include on the slide with that advertisement)
What is the advertisement about (company, product)
How does this ad compare to ones in the United States?
Analyze the layout and organization of the ad.
What theme was this ad professional/informative, comical, visually appealing, etc?
In your opinion, is this ad appropriate for the intended audience, company, or product?
Do you feel this is a successful advertisement for its global position?
(Intl Connection: Swap interesting print ads via PowerPoint and have the students critique the ad
for the essential parts. Have students discuss via email, blogs, or youtube the
differences/similarities of the ads and reflect on why this is so. Students may also wish to share
their favorite ad, etc.)
5. Critique Clio Awards Watch teacher-selected 2011/2012 Domestic and International Clio
Award Winners as a class. Individually critique the award using a worksheet containing the
following information:
Category, Title of Ad, First Impressions, Type of Media, Target Audience, Best time to air,
Underlying Theme, Personal Rating on scale of 1-10. After watching the awards, compose a one-
page summary and reflection on your favorite ads and the use of differentiated advertising
techniques in global markets.
(Intl Connection: Have Russian students share via Youtube some of the more famous or well-
known commercials being aired in their market. Students may also need to translate the
commercial by providing a script. US students can share links of several popular commercials in
the US such as SuperBowl ads, for Russian students to view. Discuss via email, blog, or youtube
the cultural differences, similarities, themes, effectiveness, etc.)
6. Prepare Questions/Pre-work for Intl Marketing Panel of Business Professionals -

C. Harris Global Marketing Unit Plan - Page 5


organize, produce, consider, express, inquire,
reflect, compose






Perform, represent, role-play, express, recite,
imagine, realize, discuss, share, model


Design, identify, compile, create, explain,
determine, investigate, suggest, distinguish, apply










Research, create, explore, defend, collect,
describe, propose, adapt, analyze, explain, solve,
produce, recommend











Students should research the various international companies, with local headquarters,
represented at our international marketing business forum or panel. Students should list 10
interesting facts pertaining to each of the organizations global efforts. Students should also
compose five detailed, insightful questions they have regarding each global company
represented and/or pertaining to the business professional.
(Intl Connection: Skype with a local professional who is currently working overseas for a global
business. Prepare questions to ask concerning the differences in culture, etiquette, work
environment, etc.)
7. Cultural Blunders Role Plays Students will model culturally appropriate, as well as cultural
blunders, through the use of teacher-provided scenarios for students to role-play. Students will
work in teams to read their given scenario and present their skit to the class. The class will
discuss the blunders as well as the proper forms of cultural interactions.
8. Business Etiquette Flipbook Students should assume the role of a global brand manager for an
international business entering into a foreign market. Each student should use various web
resources to compile and create a media-rich, business etiquette newsletter or flipbook for its
employees before they travel overseas. Students must present at least five cultural etiquette
facts in the following categories: appointment alert, business dress, conversation, gift giving,
lets make a deal, entertaining, and public behavior. Students must also embed one video on
business etiquette on their assigned country. Students will present their findings to the class as if
the class is the employees and they are the business manager.
(Intl Connection: Share this assignment with Russian students so they, too, could prepare a
business etiquette handbook on their home country. Students could discuss the cultural
similarities and differences of each business environment in order for one to be successful and
comfortable in a business meeting. Students could also prepare skits and post to youtube.)
9. Marketing Plan Proposal - Students will create a Marketing Plan Proposal utilizing a top-down
analysis method to position/adapt a current companys product to a global market (assigned
country). Students will use a teacher-approved, web 2.0 presentation tool such as Prezi for this
culminating project. The presentation must include the following parts:
Title Page - Name/Country/Product
SWOT Analysis Strengths, weaknesses, opportunities, and threats
Environment Scan (PEST Analysis) Social/cultural, economic, technological, competitive,
regulatory, natural, and political factors
Customer Analysis of Target Market Demographics, location, economic income,
psychographics, buying behaviors
Competition Direct and Indirect competitors
Marketing Mix Product, place, price, promotion/position
Also include your press release and print ad in this presentation

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Compose, format, clarify, summarize, prioritize,
inform, promote






Design, illustrate, compose, apply, create, produce,
differentiate, construct, develop






Present, propose, apply, suggest, recommend,
assess





Plan, organize, design, implement, exhibit, create,
produce, compose, construct, participate, deliver,
promote
Graphics/Illustrations/Photos are all encouraged, along with any additional research or findings.
10. Compose a Formal Press Release Students will write a double-spaced, one-page company
press release based on the introduction/marketing efforts of their modified product in a
specified global market. Students should use the formal press release format as discussed in
class and include themselves as the company contact. Students must be careful of errors in style
and grammar when typing their information. The press release should focus on clarity, brevity,
and mechanics. The students should write to an intended audience of US investors and the press
release is intended to be posted on the company website. Students must include the: who,
what, when, where in the first paragraph of the release.
11. Design a Print Advertisement for your global product idea Students should create a one-page
print ad using Microsoft Word or Photoshop for your product you are marketing in your assigned
country. The advertisement must contain the five elements discussed in class: headline,
illustration, copy, logo, tagline, and signature. The print ad must be formatted in the Z-format.
All elements must be culturally appropriate for your intended target market. Students should
recognize the perspective of a customer in the foreign country and defend why this
advertisement is appropriate for its placement. Students will be assessed through a teacher
rubric.
12. Marketing Plan Presentation Using the Smartboard/projector, present your marketing plan
proposal to the class, assuming you are an employee within the marketing department and the
class/teacher is the decision team. Students will be assessed through a peer-review, self-
assessment, and teacher-created rubric.
(Intl Connection: Video the students presenting these plans or use Voicethread where the
students can dictate over their slides, and share with Russian students for critique. Have students
offer suggestions as to the likelihood of success in their market and/or in other markets.)
13. Advertise/Promote/Host Intl Marketing Speaker Forum As a class brainstorm and implement
advertising and promotional efforts for our International Speaker Forum, open to all students
and staff, being held in the HS Library during class hours. Students will form committees to
create signs, announcements, social media feeds, fliers for students, invitations to the staff,
compose a press release for the local newspaper, and prepare welcome gifts for our presenters.
Students will also be in charge calling/emailing our presenters as a reminder, as well as sending a
thank you and a follow-up correspondence to initiate Skype opportunities when traveling
abroad. (Intl Connection: Video this speaker forum and post online for others to view as future
reference. Skype in Russian students to the forum for a short time in order for them to participate
and ask real-time questions as well.)

Discuss, restate, interpret, apply, listen, defend,
self-assess, review, appraise, consider, solve
OTHER EVIDENCE:
Guided notes over lectures on International Marketing
Quizzes over textbook sections in International Marketing chapter
Embedded Youtube videos for discussion influences of social media, global brands, fast food gone

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global, Disneys global brand
Summative Test over International Marketing terminology/concepts
Observations of teamwork dynamics and participation
Teacher created rubric for Marketing Plan Proposal
Peer reviews of Marketing Plan
Student self-reflections of Marketing Plan
Stage 3 Learning Plan
Summary of Key Learning Events and Instruction
Introductory Reflective Blog Postings/share ideas as a class see description above.
Discussion of Global Brands show Pinterest page with infographics showing global brands. Discuss the role of brands for an image and how the
logo/brand/products might change for certain markets. Show youtube clip on global brands as a hook for the unit.
Logo Recognition Quiz Game Following the completion of notes/lecture over global brands, students will play a competitive logo recognition game
in teams of four using an app from the Ipad/Apple TV.
Analyze Global Brands and Report Findings to the class Students will read and analyze a case study over global brands (see description above).
Following the reading and analysis, students will present their findings to the class for a thoughtful discussion by using large post-its around the room.
Domestic vs. International Print Advertisements Following notes over the parts of a print ad and types of print ads, students will search the internet
for five international advertisements. Students will prepare an analysis using a teacher provide handout and present their findings to the class via
PowerPoint. Students will also print the PowerPoint handouts and place a copy in their senior marketing portfolio.
Critique Clio Awards Teacher will present a lecture over marketing and advertising media, with a focus on commercial placement, rates, and
techniques. Students will reinforce the concepts by watching teacher-selected 2011/2012 Domestic and International Clio Award Winners as a class.
Students will individually critique the commercials through the use of a rubric. Following the lesson, students will type a one-page
summary/reflection of their favorite ads and then discuss their thoughts with the class.
Pre-work for Intl Marketing Panel of Business Professionals DECA Class Meeting We will hold a DECA (Marketing Club) meeting to research
international companies, with local headquarters, to be represented at our international marketing business forum or panel. Students will form
committees to invite certain professionals and do background research on the companies. Students will also prepare interesting, insightful questions
to be asked during the forum discussion. Students will create a calendar or timeline of events for successful implementation of the event.
Cultural Blunders Role Plays The teacher will show Youtube videos containing cultural gaffes and culturally appropriate practices in business.
Teacher will instruct using marketing culture notes. See above description. Students will perform role plays, both humorous and informational. The
class will discuss the interactions being portrayed.
Business Etiquette Flipbook The teacher will show various examples of completed work. Teacher will also present useful tips for creating an
interactive flipbook, through the use of an online tutorial. Students will compile and create a media-rich, business etiquette newsletter or flipbook
pertaining to a different country. Students will present their findings to the class as if the class is the employees and they are the business manager.
(See description above).
Marketing Plan Proposal Teacher will lecture over parts of marketing plan. Students will create a Marketing Plan Proposal utilizing a top-down
analysis method to position/adapt a current companys product to a global market (assigned country). Students will use a teacher-approved, web 2.0
presentation tool such as Prezi for this culminating project. The teacher will show a tutorial on using Prezi. The teacher will also show examples of
marketing plans.

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Compose a Formal Press Release Teacher will instruct on press releases. Teacher will provide notes over parts of the press release and provie
examples of company releases. Students will practice typing a personal press release over themselves. Students will then compose a double-spaced,
one-page company press release based on the introduction/marketing efforts of their modified product in a specified global market.
Design a Print Advertisement for your global product idea Students will have already taken notes over print ads. In preparing their marketing plan,
students will also create a one-page print ad using Microsoft Word or Photoshop for the product they are marketing in their assigned country.
Students will be assessed through a teacher rubric.
Marketing Plan Presentation Students will present their marketing plan proposal to the class, assuming themselves as an employee within the
marketing department and the class/teacher is the decision team. Students will be assessed through a peer-review, self-assessment, and teacher-
created rubric. Students will take notes about each presentation and rank their favorites for a class winning proposal.
Advertise/Promote/Host Intl Marketing Speaker Forum Students will host a culminating business forum or panel of business professionals from
local business with global ties. The entire staff and school will be invited to attend. The students will lead the panel as well as provide follow-up
correspondences in terms of thank-yous.
Discussion of Panel Presentation Students will assess their efforts of the panel presentation and brainstorm what they would do differently for next
year.
Following the completion of the unit, students will begin working on their DECA (An Association of Marketing Students) competition projects using
various parts from our Global Marketing Unit.
Culminating Project - Intl Connection: Students will engage in a Global Product Swap with a global class in which they swap products to market and
sell in their home market. Junior Achievement will help with the logistics of the program, called JA Globe.