Global Marketing

1.5 Credits · Level: Graduate, Juris Doctor, Undergraduate

This course deals with the application of advanced marketing management concepts and tools in global markets. It builds on the core courses marketing management, strategy and the global environment of business. The perspective is that of a marketing decision maker whose firm has established presence in several foreign markets. The course deals with basic issues of "country choice" and "foreign entry" but the main focus is on coordinated management of marketing across existing country markets. The aim of the course is to help develop students' ability to solve marketing problems and at the same time handle the complex coordination problems and subtle cultural issues facing the global marketer.