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: Brazil
Day: Final Day - Salvador - Wednesday, 27 November
The field lab will enable students to understand the importance of petroleum energy to the Brazilian economy and other world economies. Additionally, with an opportunity to see how the marketing mix variables are adapted in different markets around the world. Students will meet with representatives of PetroBras to discuss the importance of petroleum energy in international business and its’ impact on world economies. Students will have read and analyzed cases that highlight the challenges and opportunities of global marketing. Specific emphasis will be placed on comparing practices in developing countries versus developed countries. After the field visit the class will discuss their field experiences and submit a short report on their observations. 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.