MKT 4470 - Global Marketing

4 unit(s)

(Formerly International Marketing) Basics of conducting marketing operations outside of the domestic market. Methodologies for estimating foreign market potential, and market entry strategy design. Issues involving the management and control of the marketing mix variables after foreign market entry are examined. Export readiness simulation, experiential exercises, and international marketing plan.

Prerequisites: MKT 3410, MGT 3400 (may be taken concurrently with MKT 4470)

Hours: (Lecture, 3 hours; laboratory, 2 hours)

Course Learning Outcomes List
The purpose of this course is: To familiarize the student with the fundamentals of conducting marketing operations on a global scale; and To explain the need to understand the global marketing environment, the methodologies and information sources for estimating foreign market potential, and the strategies appropriate to enter these markets. Assuming that market entry has taken place, to examine the issues involved with managing and controlling the marketing mix variables. Emphasis on strategy and experiential exercises.

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