From Local to Global – Marketing Management in the new Millennium

10/04/2006

From Local to Global – Marketing Management in the new Millennium

Global Marketing Management (MKT 402) is the latest in a series of international marketing courses offered through the Marketing Department at Richmond. This exciting course provides insight into the strategic problems and opportunities faced by companies as they move from local to multinational to global markets. The problem and issues encountered in market entry are highlighted, and standardization, contextualization, and adaptation strategies are assessed for their appropriateness to new market situations. Students are expected to understand and be able to implement and environmental approach to strategic international marketing planning. Lectures, case studies, research projects and presentations comprise the teaching format of this dynamic course. For additional information on this course or enrolling at Richmond, please contact your academic advisor or e-mail us at enroll@richmond.ac.uk

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