MKT 320 - Global Marketing

Institution:

Lehigh University

Subject:

Description:

This course focuses on understanding the process of globalization and its impact on the firm's marketing activities. Whether an organization operates in the domestic market or in the global market place, it cannot ignore competitive pressures and market opportunities at the global level. This course will focus on topics such as the changes in global environment (e.g., financial, cultural, political, and legal) and their impact on marketing activities, development of global marketing strategies based on sound marketing research (e.g., global segmentation and positioning, global market entry strategies, developing products for the global market place, pricing, communication, and distribution strategies, and so on), and the role of technology in global marketing strategies. Prerequisite: MKT 211 or MKT 111.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.lehigh.edu

Phone Number:

(610) 758-3000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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