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MSFS-583 Global Marketing: Strategy and Operations
Fall only
The course will focus on the fundamental marketing challenges faced by corporations, nation states and NGO’s. It will start by looking at global and local environments and address how marketing strategies must be adaptive to changes in these environments. We will then focus our analysis on the core disciplines of market definition and market segmentation. From this core we will transition into key areas such as market entry, market development, target marketing, brand management, product development, distribution channel management, customer relations management, advertising strategies, and pricing. Short lectures will introduce these functional topics to the students, but most of the work will be done thru in-class case discussion, analysis and evaluation. Though much of our case work will involve corporations, we will also look at market strategies for non-businesses entities such small countries and NGO’s.
Requirements will be 2 small papers, mid-term and final exams and a “live company” project.
Since the course focuses on businesses, governments and NGO’s, it is germane for Global Commerce and Finance, Development and Business-Government Relations concentrators.
Credits: 3
Prerequisites: None
Course syllabi
The following syllabi may help you learn more about this course (login required):
Fall '09:
Harrison, R
(description, file download)
Additional syllabi may be available in prior academic years.
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Other academic years
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More information
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