Global Marketing Issues and Practice

Catalog description

3 hours. Students examine marketing decision making in an international context. Course emphasizes issues and concepts relevant to firms competing in the global market place, including problems and opportunities arising from the economic, legal/political, sociocultural, geographic and technological environments. Specific topics include multinational distribution, international product adaptation and cross-cultural consumer behavior. Requires a project emphasizing using and refining secondary data collection skills. Students may be required to work in a group context. Prerequisite(s): MKTG 3650 or equivalent.