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MKTG 416. Global Marketing Strategy

Credits: 3
Department: Marketing
Description: The importance of global marketing to the U.S. economy; problems, opportunities and practices of managing multinational marketing activities; characteristics and structure of international markets.
Prerequisites: MKTG 220
Semester Offered:
  • Fall
  • Spring
Grading Method: ABCDF

Student Learning Outcomes

1. Understand the basic terms and concepts involved in marketing internationally (I.e. adaptation, standardization, entry strategies).
2. Examine the elements of the business environment (economic, political/legal, and cultural) in international markets and write a situation analysis as part of marketing decision making or planning for international markets.
3. Develop skill in identifying and evaluating marketing strategy involving market development across geographic borders: a) targeting and positioning; b) product management, including branding, packaging, support services and pricing; c) distribution and sales; and d) advertising and promotion.
4. Identify and select appropriate entry strategies for international markets.
5. Develop problem solving skills from the perspective of the global marketing manager.

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