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.

Program Admission Required Yes Admitted Program BAS - BUSN
Fees

Quarters Typically Offered
Summer Online
Designed to Serve Students in the BAS Applied Management program
Active Date 20220330T15:32:56

Grading Basis Decimal Grade
Class Limit 24
Contact Hours: Lecture 55
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
Conduct advanced global market research with public business information and international data sources

Explain the differences between marketing at home and marketing in an international environment using examples of key marketing functions

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

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