MK 340 Global Marketing & Promotions
The nature and practice of international marketing management are explored. The course concentrates on explaining how culture and environment for different countries affect marketing strategy, including an environmental/cultural approach to inter-national marketing. It covers problems of marketing across national boundaries as within different national markets, emphasizes the environment in which the international market takes place; deals with planning, pricing, distribution and promotional strategies of international marketing managers; examines ways of integrating and coordinating the firms marketing, and examines the marketing-management-type 4-Ps concept and draws attention to the role of research and market segmentation in the global marketing process. Includes coverage of important topics such as the big Emerging Markets, the World Trade Organization, and relation-ships marketing.