Marketing Globally

This course revisits basic marketing principles, considering the context of the global marketplace rather than domestic markets. Central issues and controversies surrounding global marketing will be discussed, as well as the adjustments that need to be made to the basic marketing tools, methods, and approaches to accommodate the expanded scope of serving global markets. The familiar principles of marketing are studied in the context of global markets, using real world case studies to highlight the unique opportunities and challenges of going global. Special attention is given to an understanding of cultural differences and how they affect marketing strategy. Prerequisite: MKT 301.