American Heritage University of Southern California

MB-524 Global Marketing

Contemporary issues in global marketing strategy use a mixture of textbook assignments, cases, and internet research to highlight the key issues faced by managers in developing global marketing strategies. The material will develop an understanding of market assessment and market entry issues. It...more

  • Course ID: MB 524
  • Start Date: 05/28/2018
  • Duration: 8 weeks
  • Method of Instruction: Online

Units: 3

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Contemporary issues in global marketing strategy use a mixture of textbook assignments, cases, and internet research to highlight the key issues faced by managers in developing global marketing strategies. The material will develop an understanding of market assessment and market entry issues. It will equip the student with an appreciation for the idiosyncrasies involved with the planning and implementation of marketing, along with the marketing mix strategies that come into play. The student will be exposed to both domestic and international aspects and issues related to marketing which will help to develop the problemsolving skills that are required for this style of business.

Dr. Edwin "Skip" Bord

BS, MBA, MS.Ba, Ed.D., Human Performance at work, Marketing, Finance, University of Southern California

 

  • Identify the many reasons for going abroad, not just sales and profits.
  • Understand why global marketing involves new marketing skills and how to manage the marketing effort in the local foreign market.
  • Combine a market-oriented analysis perspective with a resource-based analysis when developing a global marketing strategy.
  • Define competitive advantages, by separating country-specific from firm-specific advantages.
  • Recognize how culture is not only a fundamental dimension of any society but a very visible force affecting customers as well as managers.
  • Recognize that cultural differences are examples of market entry barriers and can be overcome with sensitivity, hard work, and a superior product or service.