International Marketing
In May of 2010, the Berry Center sponsored an International Marketing course with Cornell Presidential Fellow Laurel Anderson, Associate Professor, W.P. Carey School of Business at Arizona State University. The purpose of this course was to prepare students to become more effective managers and leaders involved in global marketing activities in an increasingly competitive environment.Anderson says, "The course recognizes that we live in a flat, connected, shrinking, interdependent world in which time horizons are compressed, communications are 24/7, information is prolific, customers are also competitors and global work teams are located throughout the world."
Students discussed current themes and perspectives surrounding global marketing applying them to a cultural analysis of a country of their choosing. One project involved creating a product or compatible with that country's culture and an advertisement or social media campaign example that communicates about your product in a way consistent with the country’s culture and business environments.
To assist in illustrating these points, Anderson invited several Distinguished Visitors on Campus, including Mark Kujawa, the Vice President of International Business Development at Diamond V Mills, Inc., Teri Dhooge, the Vice President of Marketing at GoDaddy.com, and Christian Fong, Former Managing Director at AEGON USA and Managing Partner, Fong Strategic Consulting.
Dr. Anderson earned the B.S. in nursing at the University of Minnesota, the M.N. in Community Health at the University of Washington, and the Ph.D. in Marketing (with Social Psychology and Quantitative Business Analysis minor) at Arizona State University. She has more than 25 years of teaching experience and has an impressive record of scholarly research and writing. Dr. Anderson has done consulting and training with managers in major companies (American Express, Intel, McDonnell Douglas, Honeywell, Motorola) in the areas of culture (cross-cultural and organization); consumer behavior; and design, creativity and innovation/entrepreneurship.
Student Perspectives
"I really found the projects we were asked to do, both the Cultural analysis and Product Development/Marketing Strategy, to be very helpful in my understanding of international marketing" -- Rebecca Paul '11
"This course was very practical and brought real-life business experiences on campus. It made the business more seem more familiar and gave me a rare practical application of business. It has shown me that I can do whatever I want to in the business world. There are so many companies and positions that I don't have to pigeon-hole myself." -- Justin Brown '12