BP 512 International Marketing I Select Term:
International Marketing Strategy is a problem-solving-oriented marketing course designed for marketing executives and second-year MBA students who expect to undertake marketing assignments as part of their career paths to general management, and students planning functional careers in multinational, global, and internationalizing enterprises. My objective in this course is to present a systematic application of strategic marketing in the global environment. I present 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 Turkey, competing in global industries. The course is designed to provide an appreciation for cross-functional and interdisciplinary perspectives in international business. This is because today’s global operations increasingly require these proficiencies in managing core business processes.
SU Credits : 1,5
ECTS Credit : 3
Prerequisite : -
Corequisite : -