MK301 Marketing in a 21st Century Global Economy (3 cr.)

This course examines marketing theory and practice in our 21^st century global economy.  Emphasis is placed on the development of marketing strategies based on economic, social, geographic, and cultural environmental considerations throughout the world.  This course examines the buying behaviors inherent to both domestic and international markets.  Also examined are various marketing strategies and approaches, environmental scanning and market research, product adaptations, distribution channel considerations between and within countries, and promotional strategies.

Upon completion of this course, students are expected to be able to do the following:

1. Define marketing.
2. Describe the marketing mix elements of product, pricing, placement, and promotion as they apply to marketing initiatives.
3. Demonstrate how market segmentation, product positioning, and target marketing are used to meet consumer needs and enhance organizational success.
4. Identify marketing research and environmental analysis frameworks needed for better understanding current and potential marketing opportunities throughout the world.
5. Analyze the geopolitical, cultural, and economic environments of a variety of countries to assess the feasibility of marketing products and services to specific markets.
6. Develop a marketing plan that is aligned with organizational goals, and that meets the needs of a target market somewhere in the world.
7. Appraise the ethical issues facing contemporary global marketing efforts.