Online | 8 weeks | 1.5 Credit Hours
Free trade areas, England's decision to pull out of the European Union, and concerns about NAFTA are just a few of the factors that affect international business. In this continuation of The Global Consumer, Markets, and Logistics I, you'll gain an appreciation for how global trade reacts to instability and change, as well as how global marketing differs from domestic efforts.
Companies that brand their products have various options when they sell their goods in multiple countries. You'll examine global branding strategies and consider how multinational product lines are managed. In identifying the drivers of foreign market pricing, you'll learn how global pricing policy is determined.
Global advertising is one of the segments of globally integrated marketing communications (GIMC) you'll explore, as a television commercial that is successful in the U.S. won't necessarily translate to foreign markets. Products can also get lost in translation, and you'll look at topics related to standardization and customization, including product naming, packaging, and more. You'll discover the organizational issues that affect global marketing including the mechanics of exporting and the role of government in promoting exports.
To implement its global plans effectively, a company's organizational setup must empower it to successfully meet the threats and opportunities posed by the global marketing arena. You'll explore issues such as communication and reporting structure, leveraging the competencies of subsidiaries, and determining who bears responsibility for each marketing function.
From McDonald's opening in Moscow to the Spanish clothing line Zara making inroads in the U.S., multinational companies rely on informed entry strategies for their emerging markets. You'll examine what goes into these strategies; determine why sustainability and global-corporate citizenship are important for forging long-term alliances; and investigate the ways global companies must consider the effects their business decisions have on a host country's environment, social structure, and social and economic conditions.