This course explores various functions in the field of global marketing. Students will learn the political, legal and cultural environments that affect firms attempting to enter foreign markets. They will also analyze the proper leadership and organizational structure, promotional strategies, and marketing mix conducive to international success.
Prerequisites: MKT 305 or equivalent with a grade of “C” or better.
Title: Global Marketing , 3rd Ed., 2010
Author: Gillespie, K. & Hennessey, H.D.
ISBN 10: 1439039437 / ISBN 13: 9781439039434