|
SPRING
2000
| INSTRUCTOR: |
Dr.
Fred Miller
Professor of Marketing
Director of Global Studies Programs
Murray State University
Fred.Miller@MurrayState.edu |
| LOCATION
AND TIME: |
18
to 31 May, 2000; 8:00 - 10:30 AM |
| CATALOG
DESCRIPTION: |
This course covers the
practice of marketing in the global economy. It develops students' abiities to
engage in global marketing strategic planning, select appropriate entry strategies and
develop responsive marketing tactics. It also enhances students' skills in using
information technology resources, assessing world markets, analyzing ethical issues and
communicating orally and in writing. |
| 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, and
- improved oral and written communication skills
in English.
|
| TEXT: |
Johansson, Global
Marketing, 2nd edition, 2000. |
| COURSE WEB SITE: |
Global
Marketing Excite Resource Page
This site contains course information, current articles on
related topics and links toWeb sites related to this course. You should consult it
regularly. |
|
