The objective of this course is to present a systematic application of strategic marketing in the global environment. It covers an integrated treatment of conceptual and managerial issues in contemporary international marketing based on the state-of-the-art research in the field. The focus is on the formulation of comprehensive marketing strategies by multinationals from developed economies, such as the United States, but also from emerging economies, such as India, China, S. Africa and Türkiye. The objectives are:
• Globalization and its impact on marketing in the new world economy
• Building global market participation and localizing marketing activities effectively
• Designing a global marketing strategy and executing it effectively
• Conducting cross - national consumer behaviour analysis based on market research