|
JANUARY 2000; THREE CREDIT HOURS
| INSTRUCTOR: |
Dr.
Fred Miller
Department of Management and Marketing
Fred.Miller@MurrayState.edu
Available for consultation in Hong Kong, by appointment at
United Institute for International Education or
Pruton Prudential Hotel |
| LOCATION AND
TIME: |
See
Course Schedule |
| CATALOG
DESCRIPTION: |
This
course is a study of marketing as the firm's strategic link with its
customers in a global competitive environment. Major topics
include (1) the development of marketing strategy, (2) the
formulati9on of marketing plans, (3) the selection and implementation of
marketing tactics, and (4) ethical considerations in marketing.
Prerequisites: MKT 360 and graduate standing |
| PURPOSE: |
The
role of marketing in the modern global business is to find and pursue
market opportunities wherever they exist in the world.
Marketing managers must be able to use a variety of information
technologies to accumulate information, analyze it and apply it to the
creation of innovative, responsive marketing strategies.
This course is designed; 1) to increase students' knowledge of the
complexities of global markets and the tools which the discipline of
marketing can provide to respond to them, 2) to increase students' ability
to use diverse information technologies in the acquisition and analysis of
marketing data, 3) to increase students' sensitivity to social, cultural,
and economic dimensions of international marketing, and 4) to improve
students' ability to apply marketing tools to divergent conditions in
foreign markets. |
| OBJECTIVES: |
To
complete this course, students must demonstrate;
- a basic
knowledge of marketing concepts and tools as applied in a global
context,
- basic
competence in using a variety of information resources and
technologies to gather market information,
- the
ability to analyze market information for appropriate application in
marketing planning and management,
- the ability to evaluate a foreign market for potential export entry,
and
- effective
oral and written communication skills.
|
|
