Global Marketing

Catalog description

Exploration of strategic marketing planning concepts and techniques from a global perspective within diverse overseas market environments. MRKT 587 Global Marketing (3) This course is a systematic treatment and application of marketing management knowledge on a global scale. The objective of the course is to develop knowledge and understanding of the global marketing environment and of concepts, tools, and theory that will prepare students to take responsibility for successful global market penetration. The perspective of the course is managerial: i.e., the ability to identify market opportunities, develop plans/programs, resolve problems, and implement strategies. This course will provide graduate students with an understanding of marketing planning and strategy from a global perspective. The world should be viewed as a marketplace with a resulting need for familiarity with various environmental similarities and/or differences. These may necessitate adaptation and/or standardization of marketing programs, strategies and plans from region/nation to region/nation. A major focus of this course will be a strategic marketing management techniques, issues, strategies and problems within a global marketing framework. As well, an understanding and appreciation of world cultures, socioeconomic, and legal/political conditions which have a profound effect on a US firm's target market selection and marketing strategy development, will be established.