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This course is designed to provide students with a fundamental understanding of the globalization of marketing activities.
Organizations in all locales around the world need to understand the implications of global marketing, whether they are global or local.
We will explore a variety of marketing issues (branding, segmenting, positioning, pricing, distribution, advertising, etc.) from cross-national and cross-cultural perspectives, and students will learn how to assess appropriate global opportunities.
We will examine in depth the intricacies of marketing in developing countries, and focus especially on growing markets in Asia.