Official Empire State College Course Description
Examine the issues and problems of global marketing from a strategic and managerial perspective. The course focuses on the choice of marketing mix in an international setting (i.e., whether the product, pricing, distribution, promotion, and customer service decisions are effectively analyzed and identified relative to the cultural, political, legal, and economic differences among countries and markets). In addition, export trade procedures and the coordination and controlling of international marketing will be explored.
(4) Credits, advanced level course
Marketing Principles or equivalent.
Knowledge or Skills Needed
Advanced level academic writing and Internet and/or library research skills.
This course is divided into 6 modules, plus an introduction and concluding section. Each module includes readings, discussion, assignments and supplementary activities. In addition, students are required to write a term paper (international marketing plan).
Module 2: The Cultural Environment of Global Markets
Module 3: Assessing Global Market Opprotunities
Module 4: Developing Global Market Strategies (part 1)
Module 5: Developing Global Market Strategies (part 2)
Module 6: Implementing Global Marketing Strategies
Required Course Materials
Text: International Marketing, by Philip R. Cateora, Marty C. Gilly and John L. Graham, McGrawHill / Irwin Inc. 14 ed., 2009. ISBN: 978-0-07-338098-8.