About
Marketing Strategy in Southeast Asia is a research-oriented course in the Marketing concentration curriculum that blends relevant classroom discussions, executive presentations, company visits, and marketing research to explore consumer behavior and cross-cultural marketing strategies in Southeast Asia. The course will expand some of the topics addressed in ICE, with special attention given to the different aspects of marketing across Southeast Asia. We will focus on key strategic issues such as positioning, brand management, promotions, public relations, market research, advertising, customer service and loyalty, and managing the marketing value chain.

Street vendor,
Ho Chi Minh City, Viet Nam

Course Objectives

• Appreciate the balance between standardizing and tailoring marketing strategy for various markets.
• Develop a better understanding of the global business environment in Southeast Asia and how it affects marketing decisions.
• Recognize market dynamics that shape consumer preferences and behavior.
• Develop skills in analyzing economic and non-economic factors for identifying and evaluating market opportunities in Southeast Asia.
• Become familiar with key market research metrics for making marketing decisions in Southeast Asia.
• Learn processes for effectively evaluating consumer markets and developing insightful, relevant marketing strategies.
• Enhance consulting skills, including project development and communication skills.

We will pursue these objectives through case discussions, group projects, student presentations, company visits, and executive presentations.

Ancient Buddha Head sculptures,
Singapore Asian Museum

Accommodations
Program participants will stay in hotels in each city.

Faculty
Professor James G. Maxham, III is an Associate Professor of Commerce at the McIntire School of Commerce. Professor Maxham examines quantitative models involving the retail value chain involving customer service employees, customer loyalty and store performance. Recent work investigates how retail employee management practices, service policies, product return policies, retail concept extensions and customer relationship management technologies influence customer attitudes, behaviors, recommendations and store performance. Previously employed by the NCR Corporation and Russell Stover Candies, Professor Maxham teaches Customer Equity Management at the McIntire School. He has been teaching the study abroad course Marketing Strategy in Global Markets since 2004.

Program Information

Marketing Strategy in Southeast Asia
(COMM 4390; 3 credits)

Petronas Towers,
Kuala Lumpur, Malaysia

Course Information
Prerequisites
This course is for 3rd and 4th year Commerce School students. Non-commerce School students may apply with the instructor's permission.

Course Syllabus and Itinerary
2010 January Term: COMM 4390 Course Guide
2010 January Term: COMM 4390 Itinerary

Study Abroad Policies
General Information Session
Students must attend a General Information Session (GIS) prior to completing the UVA Study Abroad application.
Fall 2009 GIS Schedule

Refund Policy
Withdrawal and Refund Policy

Please note
No refund or credit will be given to students who are suspended and/or dismissed from any UVA study abroad programs for conduct and/or academic violations reasons.

Important Health Information
Students considering attending the Southeast Asia program should also review the UVA International Travel Clinic website for important information and appointment deadlines.

Students attending this McIntire program must have proof of insurance and must be prepared to pay cash for emergencies at local hospitals, etc.

Cost
The program costs and payment schedule are listed under the "Budget Sheets" link at the top of this page. Please pay particular attention to the airfare costs included within and excluded from the program cost.

In addition to these, students are responsible for the following expenses:

• International airfare from the US to Singapore*, and returning from Ho Chi Minh City, Vietnam* to the US
• Some books
• Some meals
• Some local transportation costs
• Personal expenses

*Please note that this is a change from the initial itinerary.

Further Information
Program Director:
James G. Maxham III
McIntire School of Commerce
PO Box 400173
University of Virginia
Charlottesville, VA 22904
maxham@virginia.edu

Rickshaws, Jakarta, Indonesia