Global Marketing Management


BUSI 781

This course examines the specific issues involved in developing an international marketing strategy and in conducting marketing operations on an international as opposed to domestic scale. Attention is focused on problems such as identifying and evaluating opportunities in international markets, developing and adapting marketing tactics in relation to specific national market needs and constraints, and coordinating strategies in global markets. A strategic planning approach is adopted. Prerequisite(s): BUSI 720.


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