Survey of current international marketing strategy including the historical context of global marketing and current environmental issues and marketing management techniques. Prerequisite: MKTG 310. Course meets Multicultural graduation requirement.
Prerequisite(s) / Corequisite(s):
Course Rotation for Day Program:
Offered Even Fall
Most current editions of the following:
By Keegan and Green (Prentice Hall) Recommended
By Cateora, Graham, and Gilly (McGraw Hill) Recommended
Course Learning Outcomes
Analyze and evaluate the global marketing environment to include regional economic integration.
Assess international market opportunities.
Contrast/compare global market entry strategies for industries and products.
Evaluate the marketing mix and strategies for differing markets.
Assess the future of global marketing.
Critique case problems in global marketing.
Major Topics/Skills to be Covered:
This course may include a written and/or oral presentation component.
The International Marketing Environment
Finding Global Customers
The Global Marketing Mix
The Future and Leadership for Global Marketing
Recommended maximum class size for this course: 35
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by
the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this
course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section.
However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's
subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.