This course prepares students to develop and manage a marketing strategy in an international business environment. Students evaluate case studies of previous product launches and current research to create a launch strategy for a specific country. Topics include distribution systems, socio-cultural perspectives, business customs, product and service adaptations, and pricing issues.
Identify the components of a global marketing venture.
Evaluate the competitive environment using Porter’s Five Forces model.
Explain cultural factors that impact the global marketplace.
Processes of market entry and global expansion
Evaluate a market based on country attractiveness and environmental factors.
Evaluate the four principal modes of global entry and expansion for an organization.
Develop an optimal global entry strategy for an organization.
Establishing a global presence in foreign countries
Identify the factors influencing local and foreign buyer behavior.
Compare mature global markets, new growth markets, and newly industrialized economies.
Determine global marketing implementation strategies for an organization.
Integrating the global networks
Apply positioning, segmentation, and targeting strategies to the global entry process.
Determine methods of standardizing global products.
Explain methods of integrating a global brand to local and foreign markets.
Considering global management concepts
Evaluate the management of global products for an organization.
Determine product price based on key marketing components (competition, price quality relationships, stage of the product lifecycle).
Evaluate channels of distribution available to deliver a product to the global marketplace.
Advanced forms of managing a global market
Determine methods of creating global presence and visibility in advertising campaigns.
Select appropriate promotional tools to promote the product in the global marketplace.
Create a global marketing plan for an organization.
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While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Representative.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.