MKT 5849 Global Marketing
Global economy trends toward greater integration and interdependency impact companies and managers. Students gain an advanced and in-depth understanding of marketing principles as they examine the global marketplace, including environmental factors, political, economic, legal, socio-cultural, technological, and competition. Students assess each factor’s impact on entry strategy, product, pricing, distribution, packaging, promotion planning, and branding. Through lecture, case study, group discussion, presentation, and in-store research the complex and dynamic global environment in which marketing strategies are formulated and implemented are analyzed to advance student decision-making skills in successful global marketing. This course addresses effective communication and ethical decision-making under the umbrella of the global challenge.
Required Course Prerequisite: 5210