GLOBAL STRATEGIC MARKETING : ASIA PACIFIC PERSPECTIVE (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – define the marketing strategy elements and process; LO2 – analyze market environment and customer profile; LO3 – design online and offline marketing strategy using traditional and new media and tools.

Topics:

1. Introduction to Global Marketing;
2. The Global Marketing Environment;
3. The Global Trade Environment;
4. Social and Culture Environments;
5. The Political, Legal, and Regulatory Environments;
6. Global Information System and Market Research;
7. Segmentation, Targeting, and Positioning;
8. Importing, Exporting, and Sourcing;
9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances & Brand and Product Decisions in Global Marketing;
10. Pricing Decisions & Global Marketing Channels and Physical Distribution;
11. Global Marketing Communications Decisions I & II;
12. Global Marketing and the Digital Revolution & Strategic Element of Competitive Advantage;
13. Leadership, Organization, and Corporate Social Responsibility.