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Ects 637, session seven, integration of global perspectives for marketing and technology, davis and saxe

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Presentation on Global Perspectives for Marketing & Technology for ECTS673, by Tom Davis and Marc Saxe, November 2012

Presentation on Global Perspectives for Marketing & Technology for ECTS673, by Tom Davis and Marc Saxe, November 2012

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  • 1. Tom Davis and Marc SaxeECTS 637Fall 2012California State University San Bernardino – Palm DesertINTEGRATION OF GLOBAL PERSPECTIVES FORMARKETING AND TECHNOLOGY EDUCATION
  • 2. MARKETING EDUCATION OVERVIEW Infuse International Concepts Prepare Students for a Global Workplace Local, Regional, National Skill Set  IncludeTechnological Literacy  Basic Business Training International Skill Set  Technology of International Communications  International Business Skills
  • 3. MARKETING EDUCATION FORMULTINATIONAL BUSINESS Literacy:  Languages – Technology – Business Cultures  Communications – Understanding – Methods  Mutual Respect – Customs Business:  Currency – Finance – Transactions  Geography – Time Zones  Law – Contracts – Enforcement  Methods – Systems – Practices – Industry Standards
  • 4. TECHNOLOGY EDUCATION OVERVIEWEngineering and Technology Education alignedwith Career Clusters: •Architecture and Construction •Arts, A/V Technology and Communications •Information Technology •Manufacturing •Science, Technology, Engineering and Mathematics •Transportation, Distribution and Logistics •Marketing Communications Technologies
  • 5. TECHNOLOGY EDUCATION FORMULTINATIONAL BUSINESSEnabling students and teachers to meet the challengesof the international workplace: Develop global awareness of competitive, cultural and economic factors Infuse international concepts into programs – internationalize curricula Elevate awareness of global conditions, trends and developments Understanding of recipient foreign markets ability to accept new technology Training in “How to” for 24/7 cross boundary, cross cultural communications and transaction processing
  • 6. MULTINATIONAL MARKETING STRATEGIES Indentifying Products, Services & Prospects Cultural Understanding in Promotions Adaptive to Geography and Time Zones Appropriate Language Representation 24/7/365 Operations Understandable Contracts & Documentation Transactions, Documentation & Currencies Culturally Sensitive Customer Service
  • 7. NEW TECHNOLOGY RECEPTION ANDACCEPTANCETechnology education must focus on the transfer oftechnologies between nations and cultures. Develop workforces with international knowledge Rigorous market research and economic feasibility. Understanding the technical aptitude of the recipient nation – export technology education. Understanding the capacity of the producing nation – improve technology education. Upgrading capacities, training and capabilities where international partners lead technologically.
  • 8. EDUCATIONAL NEEDS ININTERNATIONAL MARKETING Literacy: Language of Business Literacy: Language of International Communication Technology Literacy: Spoken Language of Global Partners & Customers Customer Service – Cultural Sensitivity Laws & Customs of International Partners and Customers Identifying Common Goals in Different Cultures Cross Cultural Cooperation
  • 9. INTERNATIONAL TECHNOLOGY DEMANDSTrade is increasingly global in scope today due to advancedtechnology. Consumers and businesses now have access to the very best products from a variety of countries. Rapid technology lifecycles increase competition among countries - who can produce the newest in technology? Countries now promote global trade through agreements: General Treaty on Trade and Tariffs, And trade organizations: World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU). Training for Increased speed and capacities in international communication, transaction processing & fulfillment.
  • 10. INTERNATIONAL TECHNOLOGY DEMANDS 1/2 American homes now contain a computer, ratios for Europe and Japan are much lower - computer manufacturers see greater growth potential. Increasing demand both from tech companies and non- tech companies for highly-skilled engineers to create, build and maintain high quality systems at various levels from manufacturing to product design (Forbes). US companies are importing foreign engineers on a larger scale. Asians and Europeans hold significant lead in advanced high speed mobile communications adoption. Software is one major area of growth where engineers are needed in many multinational companies.
  • 11. SUMMARY AND CONCLUSION Acquire knowledge and skills from abroad (such as a new product design and manufacturing know-how) Utilize this knowledge to create an independent capability to design and manufacture products with technology and global customer needs. International technology transfer requires a strategic and coherent educational and managerial perspective. Education to allow and enhance international customer and client focus. Enhanced Literacy needed for US students in languages, international business, communications, advanced technology, customer service and finance.