Marketing in a Global Environment

Catalog description

Marketing is the process of turning wants and needs into decisions and actions. It involves a range of activities designed to convey a persuasive message to a target audience. The course covers marketing plans, qualitative and quantitative research, consumer psychology, product positioning and strategy, pricing, packaging, brand equity, advertising, the marketing mix, customer value and business-to-business global marketing. This course focuses on strategic marketing decision-making in a global environment. It reviews concepts of marketing theory, select analytic tools and the dynamics of the marketing mix. The primary focus is on developing skills to design and implement an effective marketing mix and to resolve marketing issues in a given situation. Course objectives are accomplished through case analysis and discussions reflecting a global perspective and assessed through the development and presentation of a marketing plan in a group setting.