261B - Global Marketing Management

Faculty: Zhang, S.

This course takes an integrated and comprehensive approach to the management of international marketing, helping students to enhance their skills and increase exposure to a range of international marketing issues and strategies. Class topics will reflect the current realities and agenda of an international marketplace. In particular, we will examine the marketing process and means through which companies, small or large, old or new economy, can successfully identify, enter and develop world markets. We examine and analyze the determinants of successful strategies and programs in other parts of the world, and the issues involved when companies enter foreign markets and need to develop marketing strategies and programs for those markets. We will emphasize the perspectives and challenges involved in dealing with more than one country. 

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