London Semester Course Description
Global Marketing
This course explores the decision-making process in the marketing of products and services in the international marketplace. It covers the formulation of key elements in international marketing strategy, such as identification and assessment of potential markets, price setting, and design, promotion, and distribution of products and services.
It also explores issues such as the competitive advantage of nations, the changing nature of the international social and business environment, and the emerging role of the Internet in international marketing.