BUS 4404 PWC: Mrkt Innov Global Economy
This course will serve to provide students with an understanding of the various marketing strategies that have recently developed in the global economy. We will begin by brushing up on basic/ traditional marketing concepts and approaches (CRM, Traditional channels of communication, Brand Management, etc.). The next step will be to look at how marketing has been transformed in order to accommodate the needs of multinational corporations (MNCs) and small and medium enterprises (SMEs). One of the key considerations will be the necessity to formulate strategies that resonate at the local level while still allowing a firm to achieve a consistent brand image globally (as well as achieve an economy of scale with their communications). Finally, non-traditional forms of marketing (guerilla marketing, viral marketing, etc.) will be discussed regarding their value to global firms.