Ects 637, session seven, integration of global perspectives for marketing and technology, davis and saxe
Tom Davis and Marc SaxeECTS 637Fall 2012California State University San Bernardino – Palm DesertINTEGRATION OF GLOBAL PERSPECTIVES FORMARKETING AND TECHNOLOGY EDUCATION
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
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
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
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
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
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.
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
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.
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.
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.