MARKETING IN GLOBAL ENVIRONMENT

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)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Green, M. C. & Keegan, W. J. (2020). Global Marketing . Pearson. 20th ed.
2. 02 Cases
3. 03 Articles from journals

Learning Outcomes

1. 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
2. L01 Design segmentation, targeting, and positioning strategies together with integrated marketing communications that balance standardization, adaptation, and digital technologies for global companies. SOLO 5
3. L01 Evaluate international market entry, sourcing, and global marketing mix strategies to support global business operations. SOLO 4
4. L02 Analyze the global marketing environment to formulate effective product and branding decisions for diverse global markets. SOLO 4

Program Outcomes

1. P01 PO1: Become knowledge workers who whose focus will be on continuous learning as their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in health sector.
2. P02 PO2: Developed various skills and acquired the necessary knowledge which are required to keep improving themselves by working independently.
3. P03 PO3: Become among the best professionals in the health care industry due to their developed skills and gathered knowledge which will set them apart from the competition.
4. P04 PO4: Been able to apply appropriate methods and analytical procedures to analyze health-related issues faced by the organizations and empirically investigate and propose creative and valid solutions based on this analysis.
5. P05 PO5: Learnt to use technology in class and research in an ethical and secured manner by implementing these skills in their professional and private lives.
6. P06 PO6: Gained the ability to apply theories and use appropriate management tools and methods collaboratively in order to develop strategic decisions which are specific to unique health management contexts.
7. P07 PO7: Practiced and mastered communicating effectively, both verbally and in writing, with individuals from different cultures within and outside the academia and organizations.
8. P08 PO8: Been able to implement the learnt skills and knowledge, by developing research-based solutions to current regional and global health issues.
9. P09 PO9: Developed enthusiasm and awareness about the environment by associating health and management theories with ethical and environmental approaches in order to further study and investigate critical health managerial issues.

Po-Lo Matrix