Global Marketing

Catalog description

This course takes a multidisciplinary approach, including concepts from marketing, sociology, political science and economics, to examine the issues associated with marketing across borders. Students will study key characteristics of major markets in different regions of the world: how to collect and interpret the information about the markets; how to analyze global customers, competitors and collaborators; and how to develop international and global marketing strategies. This course also considers contemporary issues, including globalization and the impact of the internet.