Course Code: MKTG 5514
Academic Year: 2024-2025
This course will provide students with knowledge and understanding of global marketing and an appreciation of the challenges, opportunities and complexities confronting today's international marketer. It moves beyond simple domestic market planning into complex multiple markets. The course will stimulate understanding of ideas, concepts and strategies, using a wide variety of international case examples to demonstrate the need for adaptation based on the recognition of differences. In particular, the course emphasizes the cultural/environmental aspects of international marketing and stresses the integration of culture and marketing functions.