Strategic Marketing in Global Context

The course provides a theoretically grounded overview of developing and implementing marketing strategies in global dimension and scale.  The course covers key concepts and principles of marketing - emphasizing the opportunities and challenges brought about by the global dimension - including decisions on product, pricing, distribution, and promotion. Naturally, the dynamics of competition and competitiveness is a red thread in the course. Globalization, world politics, trade regulation and the changes in firms’ operating environment overall are addressed, as are the needs to adjust marketing strategies and activities due to these changes.

Learning outcomes

•     The enhanced awareness of differences in global market environments, including political, regulatory and cultural issues
•    Understanding of the dynamics and suitability of various marketing strategies and activities for different globa market environments, including the adaptation issues
•     Ability to analyze markets and plan global marketing activities
•     Understanding of the related ethical and social responsibility issues.