Description
This course examines international marketing operations and issues systematically and in depth. It draws on foundational knowledge in a number of areas, such as finance, marketing, investment, and competitive industry analysis. This course investigates the issues a manager may face as she/he oversees global marketing activities in the increasingly competitive environment. The fundamentals of marketing and its management in competitive global environments and diverse national economies are discussed. Major topics to be covered include the global marketing environment, analyzing, and targeting global market opportunities, global marketing strategy, creating global marketing programs, and managing the global marketing program. Emphasis is on practical problem solving and marketing tactics, as well as on the systematic process of strategic analysis and planning. All course materials and lectures will focus on global, regional, and international markets.