BUSN 338 - Global Marketing Management

5 Credits

Examines the impact of economic, cultural, political, legal and other environmental influences on international marketing decisions. Includes how to identify and analyze worldwide marketing opportunities and examine product, pricing, distribution and promotion strategies from a global perspective. Provides students with the opportunity to develop an international marketing plan.

Instructor Permission Required Yes
Program Admission Required Yes Admitted Program BAS - BUSN
Fees

Quarters Typically Offered
Summer Online

Designed to Serve Students in the BAS Global Trade & Logistics program
Active Date 2015-10-01

Grading System Decimal Grade
Class Limit 28
Contact Hours: Lecture 55 Lab 0 Worksite 0 Clinical 0 Other 0
Total Contact Hours 55
Degree Distributions:
ProfTech Course Yes
Restricted Elective Yes
Course Outline
Introduction/Overview

Cultural/Political/Legal systems

Global Risk Assessment

Global Marketing Research

Market segmentation and types of positioning approaches

Industry Globalization drivers: Regionalization and Emerging Markets

Identifying Market Entry preferences

Global Products and Global Brands

Financial Issues: Pricing in Global Markets

Communication & Advertising in Global Markets

Personal Selling, Retailing and Ecommerce in Global Markets

Creating a Global Marketing Plan

Student Learning Outcomes
Identify and use public business information and international data sources to conduct advanced global market research.

Identify and explain the differences between marketing at home and marketing in an international environment

Create marketing plans in foreign markets that adjust the marketing mix appropriate for the host culture

Explain key concepts of global marketing

Analyze consumer behavior in global markets in terms of: Cross-cultural values, Group influences, Individual or psychological influences and Consumer decision-making processes