In this graduate level course, case studies are utilized to examine the many factors impacting the marketing of goods and services worldwide. You will see how top companies are currently overcoming the challenges in the expanded global marketplace. We will further examine perhaps one of the biggest hurdles to business success in marketing, the development of organizational capabilities and managerial competencies to implement a clearly defined strategic intent. We will also discover what companies like Reebok, Gillette, DHL, Tesco, and others do to increase their competitive advantage in the global marketplace.
| Required Text(s): | Quelch, John, A., & Bartlett, Christopher A., (2 March 2005). Global marketing management. 5th ed. A Casebook, Thomson South-Western, ISBN-10: 0-324-32284-4 or ISBN-13: 978-0-324-32284-2. |
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