*IMPORTANT: This course is an International Affairs & Security Studies (12 for 12 for 12) course. Students on the Metropolitan Studies program can NOT take more than TWO 12 for 12 for 12 courses! This does not include German language courses.
In today’s global economy, marketing is no longer only domestic, or even international; rather, global marketing is a key success factor for multinational firms. Students examine the definition of “global marketing” and its objectives and challenges in addition to today’s main emerging markets and differences with our domestic market. The course chronologically follows each step of the global marketing approach, including the analysis of foreign market’s environment and context, analysis of the different entry modes in the targeted foreign market, creation of the global marketing strategy, marketing plan and communication plan, and other aspects of a global strategy (global organization of logistics, supply chain and human resource, global controlling).