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

1. Tom Davis and Marc Saxe
ECTS 637
Fall 2012
California State University San Bernardino – Palm Desert
INTEGRATION OF GLOBAL PERSPECTIVES FOR
MARKETING 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 FOR
MULTINATIONAL 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 OVERVIEW
Engineering and Technology Education aligned
with 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 FOR
MULTINATIONAL BUSINESS
Enabling students and teachers to meet the challenges
of 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 AND
ACCEPTANCE
Technology education must focus on the transfer of
technologies 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 IN
INTERNATIONAL 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 DEMANDS
Trade is increasingly global in scope today due to advanced
technology.
 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.