Professor Martinez shares:
An ongoing accomplishment?: "Despite of having adopted a newer edition of the textbook for the International Marketing Class, I keep on considering that the material I have been using for this course and that I update regularly is truly important to develop critical thinking and to adapt the course for students that come from the Americas. I use my own material on topics such as Global Products and Innovation, International Negotiation and Forecast of Economic Unions in the World (African Union, The Union of South American countries) and classification of countries using the Global Competitiveness Annual Report.
News?: My students in the Principles of Marketing Class will go on a field trip to the Callejas Factory in Granada this semester. Then, they will conduct a study to measure the power of the Callejas Jelly brand and its positioning in the market. The study will be the first one that will involve the entire class in one single project using SPSS. Five teams will conduct a minimum of 700 surveys to get feedback from the most important customers of this company. In previous semesters each team conducted a exploratory study using 100 surveys for a different company and its two most important direct competitors. The majority of the students are bright or disciplined students who enjoy the challenge!
Marketing students that are taking the MKT 425 Course, Case Studies in Marketing, currently have already submitted the analysis of four different Harvard Business Cases. They have carefully listened to my advise and have improved greatly. After listening to their two last case presentations, I can tell that these teams are ready to succeed in Graduate School. Just wait to see how they sharpen their analytical skills using both quantitative and qualitative analysis. I feel proud of them!
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