JWI 518-Marketing in a Global Environment

Marketing is the process of turning wants and needs into decisionsand actions. It involves a range of activities designed to convey apersuasive message to a target audience. The course coversmarketing plans, qualitative and quantitative research, consumerpsychology, product positioning and strategy, pricing, packaging,brand equity, advertising, the marketing mix, customer value, andbusiness-to-business global marketing.This course focuses on strategic marketing decision making in aglobal environment. It reviews concepts of marketing theory, selectanalytic tools, and the dynamics of the marketing mix. The primaryfocus is on developing skills to design and implement an effectivemarketing mix and to resolve marketing issues in a given situation.Course objectives are accomplished through case analysis anddiscussions reflecting a global perspective and assessed through thedevelopment and presentation of a marketing plan in a groupsetting.