This course prepares the student to be able to use global marketing management practices in a business environment. Different business concepts and marketing applications are covered, both in lectures and in lab examples. Students will examine current international marketing strategies used by both the Business to Consumer market and the Business to Business market. Using the foundations of traditional marketing , the student will apply new marketing solutions and tactics to enhance a business that functions in the increasing global market place. By critiquing various case studies, the student will be able to assess how a business can survive, and grow , as well as manage the pitfalls of this ever-changing global market place. Students are required to complete five in-lab case assignments and one final group project during this course. Using real life examples on practical international marketing planning and strategy, the student will have comprehensive coverage of the problems, issues confronting managers today as they seek to survive and to grow in the international market. Emphasis will be placed on designing strategies for global competition, global expansion, global marketing, organizing and controlling global marketing operations. There will be coverage of environmentalism, ethics, electronic and internet commerce as well as multilateral trade relations.
Admission to the Bachelor of Business Administration program or permission from the Program Head.
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