This course aims to familiarize student with the issues facing the marketing manager in a global market environment. It provides participants with an opportunity to hone their appreciation of the factors affecting international marketing decisions, as well as to develop a systematic approach toward targeting specific markets, developing global marketing strategies and implementing them. Examples of issues that are addressed include:
- Does country of origin matter?
- When is global branding likely to be effective?
- What factors determine the choice of entry and distribution strategies?
While primarily targeted at B-School students, the course is open to students elsewhere in the University.
Prerequisite: Marketing Core Course M501 or 503