Global Marketing Management

This course is designed to introduce the basic concepts of marketing management. The key focus is on identifying the marketing problems and decisions faced by organizations and to illustrate the application of marketing concepts to managerial decision making. Key concepts such as segmentation, target marketing and positioning are addressed. Tools for linking marketing strategy,
profitability and the marketing mix are provided. The course is designed to promote a deep understanding of current marketing practices, by using several theoretical frameworks, international case studies and application exercises.

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