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Lesson Plan Guideline
Superior University Lahore.
Superior
University
Global Marketing
Course Handbook
Quality Curriculum Designing1
Lesson Plan Guideline
Superior University Lahore.
Sr. No. Contents Page No.
01 Teaching Staff and Delivery Arrangement 1
02 Introduction of the Course 1
03Course Objectives and Learning Outcomes
2
04 Course Coverage 5
05 Student Gain 6
06Teaching and Learning Methodology
7
07 Reference Material 8
08 Assessment 10
09 Lecture Plan 20
10 Academic & Disciplinary Policies 24
11 Class Rules and Regulations 25
12 Assessment GPA and Percentages 26
13Appendix 1
Case Analysis guidelines27
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1. Teaching Staff
Course Instructors 1Name
Student’s Counseling
Location Timing Contact No.
Faculty Office By Appointment
2. Introduction of the Course
2.1 Course Name: Global Marketing
The course presents the main aspects of international/global marketing and provide
a framework upon which global organizations bases their marketing strategies. The
course explains the role of international marketing manager in development of
marketing strategies in global perspective. The course deals especially with the
diagnosing of segments and formulation of global marketing programs, the role of
the emerging markets, global web-strategy, the handling of cultural differences in
marketing, the development of international business strategies and strategies used
while establishing businesses in different countries.
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2.2 Credit Hour: 3
Program: MBA/ BBA
Semester: 6/8 Session:
Pre Requisites: Marketing Management
Follow Up:
Module Leader
3. Course Objectives
The objectives of the course are:
To enable the students to understand how the company can achieve global
competitiveness through the design and implementation of market-responsive
programmes.
To understand the major challenges facing international marketers.
To provide a theoretical knowledge of the development and management of global
brands.
To impart knowledge of the impact of culture on the marketing communication mix.
To develop understanding of the international challenges of developing marketing mix
strategies.
To be able to analyse the implication of culture for relationship and network building.
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4. Course Coverage
Topics include:
The decision whether to internationalize (global marketing in the firm; initiation of
internationalization; internationalization theories; development of the firm’s
international competitiveness);
Deciding which markets to enter (global marketing research; the political and economic
environment; the socio cultural environment; the international market selection
process):
Market entry strategies (some approaches to the choice of entry mode; export modes;
intermediate entry modes; hierarchical modes; international sourcing decisions and the
role of the sub supplier; global e-marketing);
Designing the global marketing programme (product decisions; pricing decisions and
terms of doing business; distribution decisions; communication decisions – promotion
strategies);
Implementing and coordinating the global marketing programme (cross-cultural sales
negotiations; organization and control of the global marketing programme)
Knowledge of market research techniques for international markets
Brand management in the context of internationalization
The importance of culture in international marketing
Doing business in emerging markets like India and China
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5. Student Gain
Students will gain knowledge, skills and Analysis /Synthesis capability by following
Classification Topics
Knowledge and
Comprehension
The student will:
Develop understanding of formulating,
implementing and controlling key global
marketing management concepts and tools.
Understand the concept of global competitiveness
Identify the major challenges facing international
marketers.
Analyse the impact of culture on the marketing
communication mix.
Understand the implication of culture for relationship
and network building.
Application& Skills
The student will be able to :
Analyze a global competitive environment for
internationalization of SME.
Analyze the marketing program of a global/
international organization.
Analysis and
Synthesis
Case analysis, article reading and research based
on secondary data to create country snap shot
will help in synthesizing the use of theory in
analyzing different global issues.
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6. Teaching and Learning Methodology
6.1 Lectures and Class Discussions:
Lectures are designed in the manner that will help students to understand the
basic theories and concepts of Global Marketing. The use of slides, cross
questioning, reference material and class discussion will make the
comprehension of the topic more effective.
6.2 Assignments:
A set of assignments with a blend of theoretical and practical aspect will equip
the students to learn and apply the theories and tools learn in the class to the
real life situations.
6.3 Case Studies:
Case studies will be used to analyze and apply the different theories and
concepts discussed in the class
6.4 Guest Speaker:
A guest speaker having experience of international operations will be invited to
share his/ her experiences with the class.
6.5 Presentations:
Case discussion and presentation of term papers will enhance the analytical
presentation skills of students. The student will gain confidence by discussion
and advocating their proposed solutions.
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7. Reference Material
7.1 Text Book:
Global Marketing: A decision-oriented approach”, 4th edition, Svend Hollensen,
Pearson Education (2007), New York
7.2 Reference Books
International Marketing, 15th edition, Cateora, Gilly and Graham
International Business: The Challenges of Globalization”, fourth edition, Wild
J, Wild K and Han J, Pearson Prentice Hall (2008), New York
Managing Cultural Differences: Strategies for Competitive Advantage”, Lisa
Hoecklin, Addison-Wesley Publishers (1995), New York
7.3 Readings
Anderson, James; Kumar, Nirmalya & James Narus (2008): “Certified Value
Sellers”,
Business Strategy Review, Vol. 19, Issue 1, pp. 48-53.
Bonoma, Thomas V. (2006): “Major Sales – who really does the Buying?”,
Harvard Business Review, HBR Classic, July, pp. 172-181.
Cavusgil, S. Tamer, Yeoh, Poh-Lin & Mitri, Michel (1995) “Selecting Foreign
Distributors:
An Expert Systems Approach”, Industrial Marketing Management, Vol. 24,
pp. 297-304.
Collis, David J. & Montgomery, Cynthia A. (2008): “Competing on Resources”,
Harvard Business Review, Best of HBR, July-August, pp. 140-150.
Delene, Linda M., Meloche, Martin S. & Hodskins, John S. (1997):
“International Product Strategy: Building the Standardization-Modification
Decision”, Irish Marketing Review, Vol. 10, No. 1, pp.47-54.
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Ekeledo, Ikechi & Sivakumar (2004): “The impact of E-Commerce on Entry-
Mode Strategies of Service Firms: A Conceptual Framework and Research
Propositions”,Journal of International Marketing, Vol.12, No.4, 2004, p. 46-
70.
Elberse, Anita (2008): “Should You Invest in the Long Tail?”, Harvard Business
Review, July-August, pp. 88-96.
Gadiesh, Orit; Leung, Philip & Till Vestring (2007): “The Battle for China’s
Good- Enough Market”, Harvard Business Review, September, pp. 81-89.
Grönross, Christian (1999): “Internationalization Strategies of Services”,
Journal of Services Marketing, Vol. 13 No. 4/5, pp.290-297.
Heskett,J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. & Leonard A.
Schlesinger (2008): “Putting the Service-Profit Chain to Work”, Harvard
Business Review, Best of HBR, July-August, pp. 118-129.
Hofstede, Geert (1994): “The Business of International Business is Culture”,
International Business Review, Vol. 3, No.1, pp. 1-14.
Johnson, Joseph & Tellis, Gerard J. (2008): “Drivers of Success for Market
Entry into China and India”, Journal of Marketing, Vol. 72, pp. 1-13.
Khan, Mahmood A. (2005): “Internationalization of Services: The Global
Impact of US Franchise Restaurants", Journal of Services Research, Vol. 5, No.
Special Issue,December, pp. 187-215.
Kim, W. Chan & Mauborgne, Renée (2005): “Blue Ocean Strategy – From
Theory to Practice”, California Management Review, Vol. 47, No. 3, (spring
2005), pp.105-121.
Mittal, Vikas; Sarkees, Mathew & Feisal Murshed (2008): “The Right Way to
Manage Unprofitable Customers”, Harvard Business Review, April, pp. 95-
102.
Peppard, Joe & Rylander, Anna (2006): “From Value Chain to Value Network:
Insights for Mobile Operators”, European Management Journal, Vol. 24, Nos.
2-3, April-June, pp.128-141.
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Piercy, Nigel F. & Lane, Nikala (2006) “The hidden risk in Strategic Account
Management Strategy”, Journal of Business Strategy, Vol. 27, No.1, pp. 18-26
Quinn, James Brian & Hilmer, Frederick G. (1994): ”Strategic outsourcing”,
Sloan Management Review, summer, pp. 43-55.
Saleh, Salif & Kleiner, Brian H. (2005) “Effective Franchise Management”,
Management Research News, Vol. 28, No. 2/3, pp. 74-79
Stabell, Charles B. & Fjeldstad, Oystein D. (1998): “Configuring Value for
Competitive Advantage: On Chains, Shops and Networks”, Strategic
Management Journal, Vol. 19, No. 5 (May 1998), pp. 413-437.
Yip, George S. & Bink, Audrey J.M. (2007): “Managing Global Accounts”,
Harvard Business Review, September, pp. 103-111.
8. Assessments 8.1 Exam PapersMid and final term exams will be conducted in order to evaluate the students
learning and their understanding of the concepts. Exam paper will help in
assessing the knowledge, comprehension, analytical and synthesis skills of
students (sample papers are attached in annexure b). The detail of the content
coverage in each term paper is discussed below:
Weightage
Subjective
Global marketing concepts 12 marks
Internationalization theories 08 marks
Political Environment 10 marks
Total 30 marks
Subjective
Pre Mid 20 marks
Socio cultural Environment and Market
Selection process
20 marks
International marketing program 15 marks
Market entry strategies
15 marks
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Total 70 marks
8.2 Research based Assignments
The assignments are designed to familiarize the students with global competitive
environment and design a competitive strategy.
The students are required to select a country preferably outside Asia.
8.2.1 Assignment 1 Cultural and Economic Analysis (Individual Project)
This paper will familiarize the students with the socio-cultural and economic
aspect of the host country selected for the internationalization process. Prepare a
well referenced paper of 3500-4000 words (excluding exhibits and references)
describing the socio-cultural and economic context of the selected country. The
major focus will be on analytical aspect of culture and economy of the country
selected and mentions brief history only.
The paper will be checked for plagiarism.
Guidelines:
The contents of the paper are mentioned below in headings. Write few lines in
each portion and avoid only mentioning figures. The data can be presented in
tables and exhibits. Use APA format for referencing.
8.2.1.1 Brief History
8.2.1.2 Geography
Location
Climate
Topography
8.2.1.3 Population
Total, growth rate, live births, birthrate
Distribution of Population: age, gender, geographical areas,
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8.2.1.4 Economic Statistics and Activity
Financial
GDP: total, rate of growth
Personal Income Per Capita
Average Family Income
Distribution of Wealth: income classes, population per class,
distribution distortions
Inflation Rates
Transportation and Communication
Surface Transport: modes, availability, usage rates, ports
Communication Systems: types, availability, usage rates
Minerals and Resources
Principal Industries: % of GDP, ratio of private to public
Trade
International Trade Statistics: exports/imports dollars/trends, balance
of payments/trends, exchange rates/single or multiple/current
rate/trends
Trade Restrictions: embargoes, quotas, import taxes, tariffs, licensing,
custom duties
Foreign Investment: opportunities, for which industries
Noncash Income Activities: countertrades/products and types of
trades, foreign aid received
Labor
Labor Force: size, unemployment rates
Working Conditions; employer/employee relations, employee
participation, salaries/benefits
8.2.1.5 Social Institutions
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Family: nuclear, extended, parental roles, marriage and courtship,
female/male roles
Education: primary, secondary, higher, literacy rate
Political system: structure, parties, stability, tax rates, local
government
Legal system: judiciary, code or common, intellectual property
Social organizations: groups, social classes, clubs, races, ethnicity,
subcultures
Business customs and practices
8.2.1.6 Religion and Aesthetics
Religion: doctrine and structures, degree to which accepted by
people
Prominent religions, membership,
Powerful/influential cults
Aesthetics: visual arts, music, drama, ballet, performing arts,
folklore and symbols
8.2.1.7 Living Conditions
Diet and nutrition: meat vs. vegetables, typical meals, malnutrition
rates, foods available
Housing: types available, own or rent, one-family dwellings or live
with other families
Clothing: national dress, work clothing
Recreation, sports, leisure: types available and in demand, % of
income spent on
Social security (pension)
Health care
8.2.1.8 Language
Official language
Spoken vs. written
Dialects Quality Curriculum Designing13
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8.2.1.9 Science and Technology
Current technology
Percentage of GDP invested in R & D
Technological skill level of labor force and general population
8.2.1.10 Channels of Distribution
Retailers: number, size, markups, cash vs. credit operation, large vs.
small, chain stores
Wholesalers: number, size, markups, cash vs. credit
Import/Export agents
Warehousing
Penetration of urban and rural markets
8.2.1.11 Media
Availability
Costs (ad rates): TV, radio, print, other
Coverage (percent of population reached) of various media
Reach (circulation or audience size) of each medium and media
category
These headings and subheadings have been taken from the Country Notebook
guidelines, (to be provided in the class) which you should study carefully for ideas
about what to include in each section of your papers. It may help you to think of
these papers as “executive summaries” because, in real life, a country notebook
would be extremely detailed and periodically revised and supplemented. The
purpose of this assignment is to give you a taste of what it would be like to study
a different country and culture in some (limited) detail.
Evaluation Criteria Total Marks: 20)
Sr.# Contents Marks
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1 History 3
2 Socio Cultural 4
3 Economic Review 4
4 Analytical writing by linking models with the practice 6
5 Referencing 3
8.2.2 Post –Mid Project Foreign Market Analysis (Group Project)
The purpose of this project is to give the student the opportunity to develop an
understanding of the tasks, procedures, and methods of analysis used by a
marketing manager in attempting to determine the feasibility of exporting a
product and to determine the market potential of that product in a particular
region of the world.
8.2.2.1 Guidelines for data collection
Select a product or product category that is currently being produced
domestically. Choose a region of the world or major country that you feel may
have a need for the product selected. Exercise care in selecting your product and
market- avoid obviously illogical topics (exporting coffee to Columbia, coal to
Newcastle, or sand to the beach). Prepare a report describing the product's
potential in the selected market. Use the following outline as a guide for your
analysis.
8.2.2.1.1 Product
Describe the general nature of the product selected: description, uses, benefits,
cost, typical consumer, and other characteristics. You may wish to include:
manufacturers in the U.S., current stage in product life cycle, and technological
considerations. Also, discuss whether the product will be standardized or
adapted.
8.2.2.1.2 Geographic Description of Market
Describe the major nation(s) or region that you have selected. Include maps and
basic information regarding countries within the region selected.
8.2.2.1.3 Demand Estimation
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Based on consumption and rate of use data for the product selected, utilize
demographic data, industrial statistics, GDP, etc. to determine the approximate
total potential level of consumption for the product in each country within the
commodities may be used as indices. Include specific consumer or industrial
target market descriptions.
8.2.2.1.4 Competition
Use whatever resources are available to attempt to determine the level of
competition to be encountered for your product in this market. Be sure to
consider both domestic producers and producers in other countries.
8.2.2.1.5 Legal Environment
Analyze the current legal and economic factors relevant to your product.
Consider any barriers to trade: import quotas, tariffs, customs restrictions,
required licenses, registrations, or permits.
8.2.2.1.6 Monetary Environment & Financial Considerations
Describe the current economic conditions of the country or countries involved.
Include balance of trade, credit worthiness, currency, and foreign exchange
rates, methods of financing and collection and use of countertrade if
appropriate.
8.2.2.1.7 Cultural Environment
Examine the cultural problems/differences between the nations involved.
Consider: language, customs, attitudes toward U.S., etc. Describe what
marketing strategy adjustments and product adaptations should be made.
8.2.2.1,8 Political/Economic Risks
Evaluate the degree of risk that an exporter to this country/region would be
exposed. Describe specific sources of risk involved and suggest possible ways to
minimize risks.
8.2.2.1.9 Transportation
Explore the various possible methods of shipment. Examine speed, cost, cargo
safety, and flexibility of each possible transportation method. Include a
description of the procedures required for distribution: documentation, Quality Curriculum Designing16
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insurance, customs, shipping schedules and routes, containerization, and other
cargo handling considerations.
8.2.2.1.10 Channels of Distribution within Foreign Markets
Describe the ultimate consumers or industrial users of the product. Describe
types of middlemen involved and how the product will get from producer to end
user.
8.2.2.1.11 Promotion
Describe the media available, reach and coverage of the various media, and any
legal restrictions involving advertising.
8.2.2.2 Guidelines for Report writing
Format of paper should be similar to project outline above.
Include a Table of contents, Bibliography and/or References (see example of
reference listing below) and a brief Introduction.
Charts, graphs, maps, etc., should be put in Appendices. Tables and Figures
may be included within the body of the report.
Use either footnotes, Endnotes, or Author/date citation
About 12-15 pages (one-sided)
1.5 line space
Fully justified
12-point, Times New Roman
Margins: One inch on all sides
Pagination (adopt 1 of 12, 2 of 12, style of pagination).
No pagination on the title page
Use portrait page orientation wherever possible. Avoid landscape page
orientation.
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It is a group assignment (consisting of 4-5 members) that has to be submitted in the
form of hard copy to your course instructor on given date and time.
Quality Curriculum Designing
8.2.2.3 Evaluation Criteria (Total Marks: 20)
Sr.# Contents Marks
1 Product 1
2 Geographic Description of Market 1
3 Demand Estimation 2
4 Competition 2
5 Legal Environment 2
6 Monetary Environment & Financial
Considerations
2
7 Cultural Environment 2
8 Political/Economic Risks 1
9 Transportation 1
10 Channels of Distribution within Foreign Markets 2
11 Promotion 2
12 Referencing 1
13 Formatting, Grammatical and Spelling 1
Instruction:
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8.2.2.4 Presentation Evaluation Criteria:
The presentation will be evaluated on following criteria:
Criteria Marks
Clarity of concepts 3 marks
Structure of the presentation. 2 marks
Group Coordination 2 marks
Personality, Confidence and Voice Quality 2 marks
Ability to answer questions effectively 1 marks
Others:
1. Use visual aids at right time with confidence
2. Introduction
3. Follow the structure given in introduction
Total 10 Marks
Note:
1. This criteria is subject to change as per the discretion of course Instructor
2. Time allowed for each presentation must be within 10-15 minutes
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9 . Lecture Plan
Week Topic Learning Outcomes
1
Course Overview
Lecture/Discussion –Read: Text, Chapter 1
Global marketing in a firm
Article: How Local Companies Keep Multinationals
at Bay by Arindam K. Bhattacharya and David C.
Michael ,HBR march 2008
Students will be able to:
Characterize and compare the management
style in SMEs and LSEs
Identify drivers for global integration and
market responsiveness
Explain the role of global marketing in the
firm from a holistic perspective
Describe and understand the concept of the
value chain
Identify and discuss different ways of
internationalizing the value chain
Activity: Case1.1
Vermont Teddy Bear: Should Vermont Teddy Bear go Abroad.
2
Lecture/Discussion –
Chapter 2: Initiation of internationalization.
Students will be able to:
Identify the reason why firms go international
Explain the difference between proactive and
reactive motives
Analyze the triggers of export initiation
Explain the difference between internal and
external triggers of export initiation
Describe different factors hindering export
initiation
Know the critical barriers in the process of
exporting
Activity: Case 2.2
Shah Rukh Khan Internationalization of an Indian “Cult Icon”
3 Lecture/ Discussion-
Internationalization theories
Read: Text, Chapter 3,
Students will be able to:
Analyze and compare the three theories
explaining a firm’s internationalization process
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Identify the most important determinants for the
internationalization process of SMEs
Understand the different factors which influence
internationalization of services
Develop the relevance of the network model for
an SME serving as a subcontractor
Comprehend the term ‘Born Global’ and its
connection to Internet marketing
Activity: Case 3.1
Sometimes.tradeindia.com
4
Lecture/Discussion-
Development of the firm’s international
competitiveness
Read Text Chapter 4
Discussion of Final Project
Students will be able to:
Define the concept ‘international
competitiveness’ in a broader perspective from a
macro level to a micro level
Identify the factors influencing the firm’s
international competitiveness
Explain how Porter’s traditional competitive-
based five forces model can be extended to a
collaborative (five sources) model
Activity:
Reading from reading pool
5 Lecture/Discussion-
The Political and Economic Environment
Read Text Chapter 6
Skim chapter 5
Students will be able to :
Understand the importance of global market
research
Identify the political/legal environment and its
effect on the attractiveness of a potential foreign
market
Distinguish between political factors in the home
country environment and the host country
environment
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Understand political risk analysis procedure
Activity Paper 1
Economic Analysis . (See guidelines in the assessment part)
6
Reading Week
Selected readings from the reading pool
Class Quiz
7 Mid Term Exam and presentation of Paper 1
8
Lecture/ Discussion-
The socio Cultural environment
International Market Selection Process
Read Text Chapter 7-8
Students will be able to :
Understand the effect of socio cultural
environment on the attractiveness of a potential
market
Identify international markets and model to
screen them.
Activity:
Paper 2
Cultural Analysis (See guidelines in the assessment part)
9
Lecture/ Discussion –
Some approaches to the choice of entry
mode
Read Text Chapter 9
Skim Chapter 10
Students will be able to:
Identify and classify different market entry
modes
Explore different approaches to the choice of
entry mode
Explain how opportunistic behavior affects the
manufacturer / intermediary relationship
Identify the factors to consider when choosing a
market entry strategy
.
Activity:
Articles reading
10
Lecture/ Discussion –
Hierarchical Modes
Read Text Chapter 12
Students will be able to:
Describe the main hierarchical modes
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Activity Project Discussion
11
Lecture/ Discussion –
Designing Global marketing program
Skim Text Chapter 14,15.
Students will be able to:
Explore the influencing factors that lead to
adaptation/ customization of firm product.
Distinguish between PLC and IPLC
Understand the role of external and internal
factors in international pricing
12
Lecture/ Discussion –
Lecture/ Discussion –
Designing Global marketing program
Skim Text Chapter 16-17
Students will be able to:
Explore the determinants of channel decision
Understand the integration of marketing channel
and its importance
Understand the techniques available and
appropriate in international markets.
13 Final Term Presentations
Grading of course
Sr.# Contents Weightage
Pre-Mid Assessment
1 Individual Research Assignment 10%
2 Case Discussion /class participation 10%
3 Mid Term Exam 10%
Post-Mid Assessment
5 Post mid case and article
discussion
10%
6 Final project 20%
7 Presentation of final project 10%
8 Final Term Exam 30%
Overall Percentage 100%
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10 Academic & Disciplinary Policies
10.1 Late Submission
According to the University policy an assignment submitted after the due date,
without an approved extension, will be penalized at the rate of 20% deduction of
the possible maximum marks of the assessment item. This policy is applicable till
the next working day after due date and time of assignment. Assignments
submitted after this will be awarded zero marks.
10.2 Absenteeism
Late coming and shortage in attendance i.e. 3 continual absents from class,
ensure that students will be struck off from the relevant subject. It is not
acceptable for you to disturb the class by entering late. If you are unavoidably
late, then please wait outside until the lecturer indicates you may come in.
10.3 Scholastic Honesty
Superior University expects each student to do his/her own work. The University
has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on
assignments and papers, using "notes" during exams, submitting someone else's
work as one's own, submitting work previously submitted for another course, or
facilitating acts of academic dishonesty by others. The penalties are severe!
10.4 Plagiarism
University policy prohibits students plagiarizing, collusion, copying and ghost
writing any material under any circumstances. A student plagiarizes if he or she
presents the thoughts or works of another as one’s own. This definition may
include:
Using another’s ideas without due acknowledgement;
Working with others without permission and presenting the resulting
work as though it was completed independently.
Aiding another student to plagiarize is also a violation of the plagiarism
Policy and may invoke a penalty.
10.5. Cover Sheets for Assessment
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A Faculty specific Assignment Cover Sheet (available at university bookshop) is to be
completed and attached to each assessment item to be submitted.
11 Class Rules and Regulations All mobile phones must remain switched off (not kept on silent / vibration
mode) for the entire duration of a class. Any breach of this rule will lead to
immediate confiscation of the phone, which will only be returned after the
semester is over.
No food, drinks, bubble gum or beetle-nut will be allowed inside the
classroom.
In order to maintain the sanctity and decorum on the University Campus,
all male and female students are required to be dressed in a decent and
appropriate manner. Please note carefully that under no circumstances will you
be allowed to attend classes in a casual and shabby getup, for example, dirty and
un ironed clothes. The University shall take a particularly stern view of any kind
of immodest and revealing clothes, such as shalwar-qameez with long slits, shirts
with low necklines, skirts and tight or torn jeans. Male students may wear
shalwar-qameez with waist-coat and sandals with straps.
Cheating, plagiarism, offensive language and disruptive behavior will be
addressed according to policies for academic misconduct mentioned in the
Students’ Handbook.
A student must have maximum participation in class lecture and activities.
He/she should think critically to make effective arguments during the class.
Give respect to your class mates in terms of their opinions and arguments.
A student is encouraged to make opposing argument but maintain class decorum
cannot be ignored.
A 15-minute break will be given. Any student coming late or returning late
after the break will be considered absent for that day.
In case of cancellation / makeup of a class you shall be notified through
the program manager or class coordinator.
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If you fail to attend at least 90% of the sessions you will receive an F grade
for the module
12 Assessment GPA and Percentages
(80-100%) This is an outstanding standard indicating comprehensive knowledge and
understanding of the relevant materials; demonstration of an outstanding level
of academic ability; mastery of skills (as identified in the assessment task); and
achievement of all assessment objectives.
(70-79%) This is an excellent standard indicating a very high level of knowledge and
understanding of the relevant materials; demonstration of a very high level of
academic ability; sound development of skills (as identified in the assessment
task); and achievement of all assessment objectives.
(60-69%) This is a very good standard indicating a high level of knowledge and
understanding of the relevant materials; demonstration of a high level of
academic ability; reasonable development of skills (as identified in the
assessment task); and achievement of all assessment objectives.
(50-59%) This is a satisfactory standard indicating an adequate knowledge and
understanding of the relevant materials; demonstration of an adequate level of
academic ability; satisfactory development of skills (as identified in the
assessment task); and achievement of most assessment objectives.
Fail (less than 50%)
This is an unsatisfactory standard indicating an inadequate knowledge
and understanding of the relevant materials; insufficient evidence of
academic ability; failure to develop skills (as identified in the assessment
task); and failure to achieve assessment objectives.
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Lesson Plan Guideline
Superior University Lahore.
Appendix 1 Case Analysis Guidelines
Preparing for Case Analysis
1. Understanding of Case Study
Your first task is to understand the scenario you are given. When you read the
scenario you should identify the facts of the case. The following questions can
guide you in doing this.
What is the case study about?
What are the characters involved in the case study?
What are the different dilemmas in the case?
What are the actions undertaken in the case to resolve the problems?
As you are reading you will also need to fill in gaps based on your knowledge of
theory and of the world and ignore irrelevant details.
2. Identify the Core Problem in the Case Study:
As you identify the facts of the case you will begin to think about the problems
and to decide which problems are core problems. In doing this you will need to
Distinguish between symptoms of the major problems and the major problems
themselves.
Distinguish between immediate and longer term problems.
Find evidence to support your decision about what you believe to be the core
problems.
3. Analyze the Issues in the Context of a Theoretical Framework:
As you identify the core problem(s) you will begin to analyze the issues
underlying these problems. The following steps assist with this.
Identify any bias in the way the case is described. Quality Curriculum Designing27
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Superior University Lahore.
Classify the factors that influence the problem.
Reflect on theoretical principles from your course that might explain
aspects of the case.
Apply analytical models from your course to further illuminate the
situation.
Identify the decisions that need to be made.
Identify strategic issues.
Identify risk factors.
Identify historical precedents.
4. Exploring Alternative Solutions with Reference to a Theoretical Framework:
As you are analyzing the issues you will begin to think about alternative
solutions. You should:
Consider the long and the short term
Define the alternative possible solutions
Compare the alternative solutions in regard to theoretical
grounding, strengths and weaknesses, risk factors.
5. Choosing the Best Solution:
As you explore the alternative solutions you will begin to decide on the
best solution for the organization in solving its problems. It is important at
this stage to provide a justification for the solution you choose.
6. Making Recommendations for Action:
When you have decided on the best solution you will be able to make a
recommendation or recommendations.
At this stage you should do the following:
Express your recommendation(s) precisely.
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Lesson Plan Guideline
Superior University Lahore.
Ensure that your recommendations are complementary.
Ensure that it is feasible to implement the recommendations.
How Do You Present Your Case Analysis
A case analysis is presented as a report. The following is a suggested
structure for a case analysis report:
Introduction: Describe the situation and identify the main problem.
Body: Analyze the problem and the issues underlying the
problem. Present and analyze alternative solutions to the problem.
Conclusion: Identify the best solution.
Recommendations: Identify the courses of action needed to implement the
best solution.
The Evaluation of WAC shall be as follows:
Criteria Marks
Introduction (Identification of problems) 3
Body (Analysis of the problem) 5
Conclusion, Recommendations and Suggestions 5
Answers to the questions given 2
Total 15
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