Course

Objective:

Learning Outcomes:

• Analyze the difference in applying global market entry strategies including licensing, investment and strategic alliances
• Identify, select and evaluate market segmentation, positioning and target identification strategies within global arenas
• Evaluate the 4P framework of marketing (product, price, place and promotion) to products and services offered within global markets
• Utilize strategic marketing planning principles to develop product and service solutions that meet global or country-specific needs
• Analyze and evaluate their global perspective and understanding in relation to and respect for the economic, cultural, political and technical environments and of global organizations, consumers and the regions in which they are located
• Apply import, export, and sourcing strategies for marketing goods and services globally
• Apply the SWOT (strengths, weaknesses, opportunities and threats) model to the global marketing arena, while analyzing each of the external environmental variables (social, cultural, political, legal, technological) in terms of its application within another culture or cultures from a global perspective
• Analyze the differences and impacts of marketing products and services within varying global trade environments, including regional market characteristics and preferential trade agreements like the European Union, NAFTA, Free Trade Area of the Americas, MERCOSUR, ANDEAN, and Asian market agreements
• Analyze and interpret the social and cultural environments, including respect for local values and customs, of countries and societies into which an organization may choose to market its products or services

General Topics: