Marketing Communication and Promotional Strategy. How a firm uses advertising, public relations, sales promotion, and personal selling to communicate with its customers. The functional characteristics of each of these is assessed in terms of varying marketing situations in the process of formulating the firm s strategy. International Business Operations. Centers attention on the policies and problems of firms operating across international frontiers and the social questions they generate.
Attention is directed at investing overseas, licensing agreements, joint ventures and contracting.
Focuses on the firm that operates internationally from its home country base. Attention is particularly directed toward choosing and working with overseas distributors, promotion and pricing problems, governmental export assistance, and physical distribution matters. Marketing Channels Management. Emphasis on the practices of institutions at each level in the distribution system and the interaction that occurs among them. In-depth coverage of all aspects of the product, service, and program planning process.