Interested in managing the Heinz ketchup brand in South America? Running an ad agency in Hong Kong? Developing a strategic budgeting and forecasting plan for a multinational company? Creating an international marketing and PR plan for a growing start-up? These are just a few of the opportunities available to you as a global marketing professional.


Global Marketing

Select this focus area and you're ready for marketing career opportunities with such companies as Clorox, Lufthansa, American Express, Intel, DaimlerChrysler and more.

To accomplish this, you must complete 12 credit hours, including such courses as Global Brand Management.

Courses

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GF-4506 Customer Analysis

This course focuses on consumer behavior from a  cross-cultural perspective. Topics include the cognitive processes underlying consumer choice (needs, perceptions and attitudes); descriptive consumer characteristics (demographics, psychographics, VALS); and environmental influences on behavior (culture, family, situation). Emphasis is placed on the implications of consumer behavior for global marketing strategy. Class assignments emphasize the application of these concepts to real marketing problems.

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GF-4508 Global Marketing Communications

This course covers all the managerial aspects of a well integrated marketing communication plan as it impacts brand building. Students will learn how to design and evaluate integrated communication strategies and programs in a global context. The influence of different cultures is stressed throughout the course as it impacts all the elements of an integrated marketing communication plan, but the course specifically uses advertising as the main vehicle to demonstrate these cultural issues. Students will gain an in-depth understanding of the latest developments in the field of marketing communications, using current case studies and team projects to develop real world solutions.

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GF-4510 Channel Management

The effective management of channel relationships is essential to the marketing manager's ability to create value for customers though the efficient delivery of goods and services. This course provides the knowledge and skills required to manage channel relationships effectively. Specifically, the course facilitates an understanding of: (1) alternative channel structures; (2) roles played by channel members in strategy and logistics; (3) effective methods for negotiating with channel members, and (4) technologies that enable the channel system.

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GF-4513 Global Sales & Negotiations

The primary objective of this course is to expand  the students understanding of the process of managing the customer interface. After completion of this course the student should have a basic understanding of sales management, including cross-cultural dimensions of sales force recruitment, selection, training, evaluation and compensation, sales territory design, and the interface between marketing and sales.  Students learn from discussions centered on cases, assigned readings, lectures, and interaction with guest speakers as well as an applied project.

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GF-4517 Global Product Development & Management

This course examines how an organization can  identify, develop and manage products for global markets. Issues include the product development cycle, the innovation charter, and the management of barriers to product development.

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GF-4518 Strategic Services Marketing

This course provides an understanding of the  unique aspects of the strategic marketing of services at a global level. Key topics are: the growing role of services in the global economy and the differences between the strategic marketing of products and services.

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GF-4523 Customer Relationship Management

The increasing availability of detailed customer  information makes it possible for marketers to add value and instill loyalty by personalizing offerings to individual customers.  This course focuses on using computerized techniques to acquire new customers, enhance the profitability of existing customers, and retain profitable customers.

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GF-4531 Global Marketing Research

This course focuses on the use of marketing  research techniques for competitive advantage in a global business context. Critical assessment of the need for market information, and of its potential value, is an important part of this course. Students will develop the necessary skills to implement real-world market research, including research design, data collection, data analysis and reporting the results.

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GF-4701 Export/Import Management

This course covers in detail the techniques and  procedures involved in successfully carrying out export and import transactions. Topics include the language of international trade, INCO terms, payment terms, trade barriers, export licensing, pricing, order handling, insurance, international collections, and international transportation. Documentation requirements of export and import operations are examined in detail. Import and customs clearance procedures are studied along with their relation to foreign product sourcing and international purchasing.  The functions and operations of Foreign Trade Zones are illustrated, and the important area of countertrade is introduced.  Finally, legislation that affects the international trader and some of the alternatives to exporting (licensing, foreign manufacturing and joint ventures) are covered.

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GF-5520 Global Brand Management

This course provides a managerial orientation to the topic of international brand management. It is designed to prepare students for a career in international brand and/or product management. Students will learn how to: (1) understand the meaning and value of a brand and be able to develop brand plans to create, maintain, grow and/or revitalize a brand and its equity; (2) become familiar with the major types of marketing problems faced by brand managers, with an emphasis on developing sound strategic and tactical approaches for marketing decisions and solutions; and, (3) understand the roles and responsibilities (and career paths) of brand management in the contemporary domestic and global contexts.

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GF-5524 Analysis for Strategic Marketing

This course is designed to provide students with  an understanding of the key marketing issues through an examination of various marketing decisions. This course complements other marketing courses by adopting a more hands-on and practical approach to strategic market planning. Specifically the course objectives are to: help students develop an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises; improve students skill in viewing marketing processes and relationships systematically and analytically; and provide students with the operational skills required to apply the methods and models to solve real marketing decision problems.

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GF-5542 Global Business Marketing

This course focuses on the strategic and tactical  development of business plans for marketers whose customers include other businesses, the government, and institutions, as opposed to consumers. The course places emphasis on (a) business market processes, strategies and their tactical execution, (b) management of B2B relationships and account management strategies, (c) leveraging of Web 2.0 tools in market strategies and tactics(d) all taking into consideration the implications and opportunities of globalization. Students will learn how succesful companies operate in business networks and how solid long-term partnerships may leverage their position in the market place to deliver better profitability. The development of a comprehensive Web audit and the preparation of a Web marketing plan are the unifying elements of the course.

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