Prerequisite: MRKT 310. An in-depth study of marketing principles as they relate to the global marketplace. The aim is to apply marketing principles and strategies to a global organization and markets. Discussion covers the influence of internationalization on the U.S. economy, the competitive pressures on the intensifying global markets, and the development of marketing plans tailored to reach international and global markets. Topics also include the political, economic, legal, regulatory, and sociocultural trends affecting international marketing; the dynamic environments in which global marketing strategies are formulated; and the challenge of implementing marketing programs leading to competitive advantage.
After completing this course, you will be able to
apply marketing principles (theories) to a global organization
distinguish the similarities and differences between domestic and global marketing practices in an organization
analyze the impact of current events on global marketing decisions
construct marketing strategies and tactics unique to a global situation