BUKD-X575 Global Marketing Management
- 12 Weeks
- Prerequisite(s): BUKD-M596
This course is an extension of the MBA core courses in the global context. You will primarily apply the theories and concepts learned in those courses in managing a virtual business in an international setting. In particular,this course focuses on two major issues in global marketing: market entry and market development. In market entry, we will examine whether a firm should establish a meaningful presence outside its home base and which foreign markets to enter, taking into account the attractiveness of various markets, the segments in those markets, and firm objectives. Under market development, we will explore issues relating to business expansion by managing the marketingmix - including questions of product design, distribution channels, pricing,and promotion – with a keen eye towards competitor activities and efforts.Thus, the goal is to develop your skills as marketers - broadening the tools you learned in previous courses to include the development of strategies and programs for global contexts. The primary pedagogical tool employed in this course is a simulation game called “Country Manager.” The simulation will entail selecting a new international market for entry, establishing presence in that market, and expanding into additional foreign markets. We will also discuss a couple of case studies. The course is appropriate for 1) students seeking a follow-up course to the basic marketing classes, 2) students who plan to pursue marketing careers with a significant international component, and 3)students who plan international careers in general management or other functional areas and who want to get exposure to international marketing issues.