Global Marketing | GMBA 1151
Description: This course is designed to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers.
Learning Objectives: Students learn how to:
Make marketing decisions in the context of general management.
Control the elements of the marketing mix--product policy, channels of distribution, communication, and pricing--to satisfy customer needs profitably.
Use this knowledge in a brand management simulation.
Action Learning Project: Students will create two projects during this course.
1. The first will be a short essay due between the sixth and eighth week of the course.
2. The second will be a research paper due between the twelfth and fourteenth week of the course.
*Students should consult with their online instructor on any questions regarding theme, design, research, etc.
Global Marketing (8th Edition); Jan 17, 2014 by Warren J. Keegan and Mark C. Green
Global Marketing (7th Edition); Jan 30, 2012 by Warren J. Keegan and Mark C. Green