This course provides students with the tools to plan and implement a competitively superior marketing strategy. Developing such strategies involves a comprehensive analysis of a firm’s customers, products, competitors, markets, resources and technology. Students will learn how to develop product/market objectives, to select markets in which the firm can operate with competitive advantage, and how to develop marketing mix tactics based upon the desired strategic vision objectives. This course examines issues such as evaluating opportunities in international markets, understanding consumer behaviour in diverse markets, strategies for entering international markets, and growing global brands. Students are exposed to the decisions faced by global marketing managers with the aim of developing frameworks coordinating strategies in world markets.
Prerequisites: COMM 131 or COMM 231 or COMM 132
Restrictions: This course is restricted to students enrolled in the 3rd or 4th year of their program.