Global Marketing - IIEI-403

Course Description: This six-week Online course is  designed to help the student apply the modern principles of strategy and marketing toward solving the practical problems of entering the global marketplace. Attention is also given to understanding the need for awareness of, and accommodation to, change in a company's internal and external environments. Case studies are utilized to provide a demonstration of the practical marketing issues and concerns of successfully participating in the global marketplace. A special emphasis is placed on using the Internet for market research and for e-commerce.

The student completes a strategic situation analysis of a real firm chosen by the student, and will complete a domestic marketing plan for the proposed export (or import) product and company as preparation for entry in the global marketplace.

Certification Requirement: The courses Exporting/Importing Environment, Global Culture, and Global Marketing and their associated IIEI Bodies of Knowledge are required to be completed before an individual can apply to take the written examination for Certified International Trade Marketing Specialist®.

Prerequisite: Exporting/ Importing Environment (IIEI-201) course.

Course Credit: 3 Credit Hours

Major Course Topics & Course Outcomes

As a result of the group and individual activities included in this course, the student will acquire the following knowledge and skills that can be applied to the workplace:  

Major Course Topics

• How is global marketing different than domestic marketing?
• The 21st Century Challenge to Large & Small Businesses
• Impact of Culture on Marketing Decisions
• Environmental Analysis in the Global Village
• A Firm's Mission Statements, Objectives and Goals
• Marketing Research in the 1990's
• Global Marketing and Change
• Marketing Mix decisions and considerations around the world
• Marketing Plans for the Global Village

Course Outcomes

• To understand the purpose of marketing in the planning process, and be able to use the steps in the strategic planning process toward analyzing a real-world marketing problem.
• Gain familiarity with the terms and concepts used in modern business as they relate to global marketing.
• To understand the fundamentals of marketing research. To be able to design a research strategy and be able to construct a marketing survey instrument for use in the global environment.
• To be able to analyze the forces that shape a firm's marketing strategy.
• To gain first-hand practical knowledge of how to analyze a company's marketing potential with a focus toward global opportunities.
• To be able to individually develop a complete MARKETING PLAN, including marketing research instrument (survey), marketing mix decisions, marketing strategies and implementation strategies.

 

Course Materials:

There is one textbook for this course.

International Marketing +CD (2006) (13th Edition)
Authors: Philip R. Cateora & John L. Graham
Publisher: Irwin/McGraw-Hill, Boston, MA
ISBN: 0073080063

Please note that textbooks are subject to change. Please contact your advisor before purchasing the textbook for your class to confirm.