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