Intro to Global Marketing

Catalog description

This course examines how marketing principles are applied in the international arena, exploring the opportunities and challenges of operating across diverse cultural, political, and economic contexts. Students will analyze how global trends, trade policies, and digital technologies shape market entry, branding, and communication strategies. Emphasis is placed on cultural intelligence, ethical decision-making, and the adaptation of marketing programs to meet local needs while maintaining global brand consistency. Through experiential projects and international case studies, students will develop strategic frameworks for engaging consumers in a rapidly changing global marketplace.