Overview of Course

Technological, economic, geo-political, social, and environmental changes and concerns continue to alter the landscape of business and marketing. As a result, business practices are arguably changing at a faster rate than any other time in history. These shifts present both challenges and opportunities for global marketing managers.
In this course, we will study ways that cultural environments differ within and across countries and marketplaces. Specifically, we consider the history, geography, culture, management styles, political environment, legal considerations, and social responsibility and sustainability of global markets. We explore ways to assess global marketing opportunities, using marketing research to develop a global vision. We will develop global marketing strategies for the elements of the marketing mix (goods and services, pricing, promotion and advertising, and distribution and retailing). Lastly, we will explore the implementation of marketing strategies through international negotiations with customers, partners, and regulators. In doing so, ethical and sustainability considerations related to international marketing will be discussed. In particular, we will take advantage of the fact that we are exploring both well-developed and emerging markets in our analysis and studies.