Global Marketing & Strategy

Global Marketing enables students to understand how globalization changes consumers at a psychological level, and provides tools for imbuing brands with cultural meanings that can resonate with global consumers. Examines the ethical bases of corporate decision making using critical ethical analysis, educate and create sensitivity about ethical issues in business. Learning Outcomes - Understand how globalization changes consumers and employees at a psychological level. - Understand culture, how it manifests itself, and how it is studied. - Introduce cultural frameworks used by human resource managers and marketing managers. - Predict the behavior of consumers and employees in different cultural markets and dynamic cultural settings. - Understand the key steps for developing a global marketing plan. - Prepare an environmental analysis and size a new market opportunity. - Conduct a brand audit. - Develop a culturally focused marketing plan for a new market entry. - Integrate a new market entry within a global marketing strategy. - Devise strategies for countering a negative country image in a global expansion. Global Strategy helps students understand the forces of globalization and the importance of cross-cultural management in the relationship of a multinational organization; how firms adapt to, react towards, and shape the global economy. Learning Outcomes - Understand how we got here and why it matters. - Understand the complexities of current globalization (not all countries are the same). - Evaluate the effects of international trade regulations on international business. - Evaluate when and why we should operate as multinationals. - Understand the different options multinationals have when deciding to operate abroad. - Determine when to go global small, big, fast, or slow. - Determine the best strategy to enter global markets according to the firm's characteristics. - Understand the effect of politics on the strategy of firms operating globally.