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: Acknowledged that acquired knowledge and continuous learning will be their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in the field of marketing.
2. P02 PO2: Acquired the necessary skills and knowledge which enforced the students to keep developing themselves by working independently.
3. P03 PO3: Applied the marketing research process by using different techniques from different scientific points of view, and interpreted the findings by combining them with advanced theoretical knowledge in marketing field and develop creative strategies.
4. P04 PO4: Applied critical thinking and evaluate and resolve issues and situations from the perspective of ethical behaviour, responsible management and sustainability.
5. P05 PO5: Been able to use technological tools and share the information obtained during the program in a safe and secure way in their professional and private lives.
6. P06 PO6: Gained the ability to study and work collaboratively with colleagues/co-workers in multicultural environments.
7. P07 PO7: Been able to communicate effectively, both verbally and in writing, with people from different cultures inside and outside the company.
8. P08 PO8: Practiced scenarios and case studies in order to apply various marketing theories knowledge and research with the aim to solve real-life problems faced by organizations.
9. P09 PO9: Comprehended ,analyzed the environmental factors affecting organizations and been able to formulate a marketing plan that will meet the organization's objectives based on the theories and knowledge acquired.
10. P10 PO10: Developed awareness about the environment by associating marketing theories with environmental approaches.
11. P11 PO11: Gained social, scientific and ethical values in the stages of data collection, interpretation, dissemination and application in the field of marketing.

Po-Lo Matrix