Topics covered include research problem formulation and design selection, data collection form design and activity management, sampling procedures, data analysis, and research reporting. International Marketing Management Analyzes frameworks for selecting competitive strategy and building marketing programs in global arenas. A team project involves researching international markets to assemble a product market-entry plan. Analyses focus on segmentation procedures, portfolio lectures, cases, and a computer-based simulation of strategic marketing management. Marketing Field Project Develops skills in marketing decision-making.
Teams design and complete a project located at an organization in the metropolitan area.
The course is designed to increase students' understanding of specific decision elements within an integrated marketing communications framework.