MSIM 5042 Global Marketing: Brands & Customer Value
Examines marketing concepts and applications as well as value-chain relationships in an international context marked by cultural and institutional differences. Topics include demand analysis, product development and market penetration, pricing decisions, foreign representation, promotion and advertising. Also discusses regulatory issues related to international marketing as well as language and cultural issues that may determine promotional and advertising sweep or ?footprint.? Gives special attention to the integration of marketing communications and how to organize international marketing operations for maximum effectiveness. Stresses channel management as a critical success factor in creating value for customers through the efficient delivery of goods and services. Orients the student to the importance of brand management to international sales success. Focuses on understanding the roles and responsibilities of brand managers in the global arena, and provides the ability to develop plans to create and grow brand equity. Gives attention to the major international marketing problems faced by brand managers and strategic approaches that can be used to overcome them.