| International Marketing - IEMBA Seminar |
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Course Summary:The mission of the course is to expose students to the intricacies of marketing globally through reading, case analysis, class discussion, presentations, and in-class exercises. Using a managerial view of the marketing process as it applies to the international field, this course introduces global marketing management and its environments. Among the environments of global marketing are the economic environment, the social/cultural environment, the political/legal environment, and the competitive environment. The course then turns to the analysis of global market opportunities and marketing strategy. Among the topics covered are opportunity identification, marketing strategy, entry strategies, and the 4P’s of marketing (price, product, promotion, and place).
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Location: Paris - 88, blvd de la Tour Maubourg Seminar Center |
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