MRKT 2720 - Global Marketing

4.5 Credits

Students engage in an advanced study of international marketing and global markets. Students review and expand their knowledge of basic marketing practices and theory as related to global markets. Emphasis is on international market research, international marketing strategies, designing and implementing global marketing programs, entry strategies, globalization, glocalization, global context of marketing mix decisions, foreign regulations, and product adaptation for foreign markets. Students are exposed to the role of management in international marketing in home and host countries as well as the role of international organizations and free trade agreements.

Prerequisites: (1) MRTK 1010 must be completed prior to this course.

Lecture Hours: 4.5
Lab Hours: 0.0
Internship Hours: 0.0
Clinical or Practicum Hours: 0.0

Course Objectives

Assess the importance of studying global marketing, explain the evolution of global marketing and the challenges that influence global marketing decisions.
Introduce and distinguish between international marketing and global marketing; marketing management and international marketing management.
Learn and develop effective global marketing strategies and determining the method of entering a market.
Adapt and modify global marketing strategies and marketing mix principles necessary to accommodate diverse environments.
Demonstrate cognitive knowledge of the skills required in analyzing, classifying and selecting global market opportunities and in running effective global organizations and the managerial challenges facing international and global marketing managers.
Apply the concepts learned to address and explain strategies in case studies of real global marketing issues.

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