Global Marketing (MRK 460)

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Subject Title

Global Marketing

Subject Description

This subject introduces the major aspects of marketing in today’s dynamic global environment, with an emphasis on the analysis of global markets. The subject considers both multinational and global marketing strategies, including the impact of marketing in “foreign” markets on product design and specifications, promotion and advertising tactics, pricing and distribution strategies. The focus of this subject is learning how to solve marketing problems in a global environment.

Credit Status

One full credit


Learning Outcomes

Upon successful completion of this subject the student will be able to:

  • Explain trends and differences in the global marketing environment in terms of economic, socio-cultural, political, legal and regulatory factors.
  • Assess the impact of international trade agreements (e.g. NAFTA) and trade organizations (e.g. WTO) on the business opportunities of firms.
  • Evaluate product adaptation strategies in international markets on the basis of a market situation analysis
  • Identify the differences, and similarities, of marketing and advertising campaigns in international markets by comparing campaigns developed by global marketers.
  • Develop an international marketing plan for a product or service
  • Recommend an appropriate international market entry strategy for a selected domestic product.
  • Identify sources of competitive advantage in a global marketing context.
  • Demonstrate effective and professional communication skills, both verbal and written, by the on-time submission of reports and class presentations.
  • Develop a business plan that meets stated objectives and that takes into account the major forces at work in the global marketing environment

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Essential Employability Skills

  • Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.
  • Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Apply a systematic approach to solve problems.
  • Use a variety of thinking skills to anticipate and solve problems.
  • Locate, select, organize, and document information using appropriate technology and information systems.
  • Analyze, evaluate, and apply relevant information from a variety of sources.
  • Show respect for diverse opinions, values, belief systems, and contributions of others.
  • Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Manage the use of time and other resources to complete projects.
  • Take responsibility for one’s own actions, decisions, and consequences.



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