Examines the concept of global marketing and the institutions, literature, managerial processes, models and/or frameworks, strategies, tactics, and theories related to marketing in the global arena. The impact of international economics, culture, and nationalistic governmental policies, global and regional trade alliances, and other multilateral entities on trade patterns and marketing decision-making in global firms are considered.
Field WorkCountry: Ghana
Day: 4 - Accra - Friday, 18 October
Ghana is one of the world’s leading producers of cocoa beans. In 2008 Cargill officially opened a first-class Cocoa processing plant in Ghana. The filed lab will enable students to see Cocoa production and manufacturing. Additionally students will see firsthand the process of getting a product to market by examining the global supply chain for Cocoa. Students will review how the marketing mix variables are adapted for different regions of the world. Academic Objectives: 1. Understand marketing entry strategies by following a product from production to distribution in global markets. 2. Examine how the marketing mix variables can be adapted for different markets around the world. 3. Understand the importance of country image in the process of branding.