They discover how to identify objectives and opportunities, analyze data, and select winning strategies that will provide a sustainable competitive advantage. Students learn how to integrate these elements into an effective marketing communications plan. This course explores the issues of marketing on a global basis. Topics include exporting, licensing, joint venturing, and equity investment, as well as the cultural and legal factors that affect product development, distribution channels, and promotion. This is the final course in the Business Administration, Marketing, and International Trade and Commerce Diploma Programs.
Students work in teams to apply the knowledge and skills they acquired in previous courses.
The teams create a strategic business plan that encompasses all elements of global enterprise management. They then implement the plan and receive realistic feedback on the outcome of their work. I also benefited from sharing practical experiences with my classmates on doing business in their countries. The course particularly came together for me in the business simulation exercises, where teams drawn from marketing, business administration, and international trade competed for profits and market share. George Gore completed the International Diploma Program in Marketing with distinction and has gone on to enroll in Berkeley's E-Commerce Business and Technology Diploma Program.