Global Marketing – GMBA 1151
Description:
This course is designed to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers.
Learning Objectives:
Make marketing decisions in the context of general management.
Control the elements of the marketing mix–product policy, channels of distribution, communication, and pricing–to satisfy customer needs profitably.
Use this knowledge in a brand management simulation.
Action Learning Project:
Students will create two projects during this course.
- The first will be a short essay due between the sixth and eighth week of the course.
- The second will be a research paper due between the twelfth and fourteenth week of the course.
*Students should consult with their online instructor on any questions regarding theme, design, research, etc.
Recommended Text:
Global Marketing (8th Edition); Jan 17, 2014 by Warren J. Keegan and Mark C. Green
Global Marketing (7th Edition); Jan 30, 2012 by Warren J. Keegan and Mark C. Green
