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.
MS Global Management
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Pricing presents managers with one of their most powerful levers for maximizing profits and shareholder value. However, this value often lies untapped within many organizations, with managers lacking a clear understanding of how to improve pricing practices within their companies and industries.
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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. -
This course focuses on entrepreneurship and new venture creation in transition economies. It will focus on doing business and business opportunities in Hungary and Slovenia exemplifying doing business in transition economies. Students will have seminars from faculty members at the Budapest University of Economics and the University of Ljubljana, executives and managers of business organizations from various industrial sections, government officials of the two countries, and capital providers in each country. Company visits and cultural activities will also occur.
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The objective of the course is to introduce the participants to the basic concepts of sustainable development, raise awareness to the challenges, limits, and opportunities faced by the private sector. Brazil?s government, society, and business community have shown a great commitment to balancing economic development and environmental sustainability. From programs to reduce the rate of Amazon deforestation, to a gigantic bio-energy industry, and innovative carbon credit-generating initiatives, Brazil is leading a true revolution of economic possibilities.
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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. -
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. -
The course will provide an intense focused experience in Japan for all levels of previous exposure to the country. The course is intended to provide a re-introduction to Japanese business culture and current globalization trends in the Japanese market. The program will include guest speakers, corporate presentations, on-site visitation and information discussions with local businesses and members of the community.
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The course will provide an intense focused experience in Japan for all levels of previous exposure to the country. The course is intended to provide a re-introduction to Japanese business culture and current globalization trends in the Japanese market. The program will include guest speakers, corporate presentations, on-site visitation and information discussions with local businesses and members of the community.
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This course will take participants to Beijing, Shanghai, Guangdong and Hong Kong, where the program will explore how to do business in one of the world?s most dynamic economies. Program content will focus on applied knowledge that will help prepare students to lead and manage effectively in the complex Chinese market. Learning will be primarily through site visits, a group exercise, and integrative lecture/discussions.
