MARKETING IN GLOBAL ENVIRONMENT
- Course
- MRKN551 - MARKETING IN GLOBAL ENVIRONMENT
- Department
- Marketing Management - English - Master
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 8
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- Assoc. Prof. Dr. Ahmad ALJARAH
- Prerequisite
- -
Course Description
The aim of this course is to familiarize students with global competitive business environment and enhance their knowledge and skills required to successfully operate in a dynamic global market place. The course builds upon the primary concepts of marketing and will enable the students to practice applying those concepts to a global environment. The course also focuses on environmental concepts like cultural, demographic, economic, political, and legal factors as they affect a firm’s global success. The main topics include operational and transactional aspects of global marketing strategies on a corporate level. After successfully completing the course, the students will have a better knowledge about the myriad of activities required to compete outside the “home” country.
MARKETING IN GLOBAL ENVIRONMENT
Evaluation Tools (Active Term)
| Item | Type | Weight (%) |
|---|---|---|
| Final Exaqm | Final | 40 |
| Midterm Exam | Midterm | 40 |
| Presentation | Presentation | 20 |
| Total | 100 | |
Course outcomes
No course outcomes have been defined yet.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction to Global Marketing |
| Week 2 | Global Information Systems and Market Research |
| Week 3 | Segmentation, Targeting, and Positioning |
| Week 4 | Importing, Exporting, and Sourcing & Case discussion |
| Week 5 | Global Market Entry Strategies |
| Week 6 | Midterm Week |
| Week 7 | Global Marketing Mix Decisions (Product) |
| Week 8 | Global Marketing Mix Decision (Pricing) |
| Week 9 | Global Marketing Mix Decisions (Distribution) & Case discussion |
| Week 10 | Global Marketing Mix Decisions (Communication) |
| Week 11 | Global Marketing and Digital Revolution |
| Week 12 | Strategic Elements of Competitive Advantage |
| Week 13 | Leadership, Organization, and Corporate Social Responsibility |
| Week 14 | Revision |
| Week 15 | Final Exam |
Reference Books & Course Materials
- 01 Green, M. C. & Keegan, W. J. (2020). Global Marketing . Pearson. 20th ed.
- 02 Cases
- 03 Articles from journals
Learning Outcomes
- L01 Design international marketing strategies and competitive market entry approaches based on global integration forces, expansion methods, and ethical considerations, to build sustainable advantage. SOLO 5
- L01 Design segmentation, targeting, and positioning strategies together with integrated marketing communications that balance standardization, adaptation, and digital technologies for global companies. SOLO 5
- L01 Evaluate international market entry, sourcing, and global marketing mix strategies to support global business operations. SOLO 4
- L02 Analyze the global marketing environment to formulate effective product and branding decisions for diverse global markets. SOLO 4
Program Outcomes
No program outcomes have been defined.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.