BCOR240

BCOR

240

Marketing in Global Env

This course helps students to understand and apply the fundamentals of marketing from a global perspective. The major strategic decisions of marketing are covered including capturing marketing insights, connecting with customers, shaping market offerings, delivering and communicating value, and creating successful long term growth. These topics, along with the examination of buyer behavior, marketing research, marketing planning, and the societal, consumer and ethical issues of marketing are examined through readings, experiential exercises, class discussions, and a comprehensive marketing planning project. The marketing planning project calls for each student to apply marketing research and planning skills by creating and presenting a marketing plan for the successful marketing of a specific product to a specific target market in the global business environment.

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