MKT5643 - Global Marketing | ||||||||
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| * The offering term is subject to change without prior notice | ||||||||
Course Aims | ||||||||
This course aims to introduce students to the mindset, skills, and experience necessary to become a global marketing manager, and enables students to assess the potential for marketing products to other countries or regions in light of differences in their economic, cultural, and political environments. It introduces students to the considerations involved in developing a marketing strategy following global vs. local market segmentation, targeting, and positioning, and facilitates students' ability to develop global and local product, pricing, promotion, and distribution policies to take advantage of similarities and differences across markets. In the end, the students should be able to design and implement a market entry strategy and make intelligent decisions regarding the organization of global marketing efforts. | ||||||||
Assessment (Indicative only, please check the detailed course information) | ||||||||
Continuous Assessment: 100% | ||||||||
Detailed Course Information | ||||||||
| MKT5643.pdf | ||||||||
