BUS 6560

This course is a detailed examination and application of the marketing function in the era of globalization. Emphasis is given to local consumer behaviour and the cultural, competitive, economic, political, and regulatory environments prevailing within and across world, regional, and national markets. Students will focus on the strategic and operational aspects of marketing including assessment of country attractiveness, mode of entry strategies, multinational product development and management, pricing strategies, promotional campaigns, and marketing networks and channels.