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Global Business Marketing

Market-Business-Global-Busines.jpg (x)px  Coming Fall 2020, pending SACSCOC approval.
The Global Business Marketing (GBM) concentration helps undergraduate students develop a broad range of knowledge of marketing know-how along with the skills necessary for implementing strategic and effective marketing campaigns for organizations.  
  Potential Career Fields: Media Manager, P.R. Manager, Social Media Manager, Corporate Identity Manager, Brand Developer, Research Analyst, Non-Profit/For-Profit Director, Marketing Consultant, Brand Development Director, Foreign Affairs Consultant, Branch Manager, Advertising Consultant, Consumer Relationship Marketing Manager, Product Manager, Portfolio Manager, Advertising Blogs Manager, Community Engagement Manager, Marketing Specialist, Marketing Plan Manager, Project Managers, Online Content Manager 
   
Students who complete the concentration in Global Business Marketing will complete 12 credit hours in addition to the Business Administration Core of 42 hours. 
   

MK 301 Marketing Research - This course provides students with the essential information needed to plan and perform marketing research for the first time including an examination of the process, role, and function of marketing research, including research problem formation, research methods and procedures, data acquisition, sampling theory and practice, data analysis, presentation of results, ethical issues, and application for each of the above.

  Upon successful completion of this course, the student will be able to:
  1. Explain the role of marketing research within a firm.
  2. Apply the elements of research design.
  3. Formulate data collection.
  4. Apply sampling methods in marketing.
  5. Analyze collected data.
  6. Demonstrate an understanding of specific research applications.
   

MK 311 Marketing Management - Student will analyze strategic approach to marketing decision making. This course provides the foundation for building long-term marketing growth. Starting with the understanding of consumer needs, it takes the student on a smooth journey of how to understand the market and develop appropriate strategies. In doing that, it provides an in-depth analysis of how to build a sustainable customer base in the ever-growing competitiveness and dynamism of the present-day marketing arena.

  Upon successful completion of this course, the student will be able to:
  1. Develop a Consumer Oriented Marketing Plan.
  2. Define the types of marketing research.
  3. Analyze potential pricing alternatives.
  4. Define channel strategy.
  5. Design a sales management plan.
  6. Define the process for bringing a new product or service to market.
   

MK 321 International Marketing -  This course examines new concepts and insights regarding international marketing management to familiarize students with the growing importance of world marketing in and out the U.S. and the strategic issues involved. This course provides, and integrated approach that explores marketing concepts in depth within a truly international context including five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. It also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.  

  Upon successful completion of this course, the student will be able to:
  1. Recognize and evaluate the nature of international marketing strategy and its linkages to corporate strategy in relation to local and national marketing strategy.
  2. Develop analytical frameworks in the screening of national markets defining the key factors in the firm’s internationalization process by evaluating the international business environment, stressing particularly the economic and cultural dimensions.
  3. Discuss the complexities and paradoxes that are prevalent in so many successful and failing international marketing operations.
  4. Explore the tensions in adopting a global standardized action as opposed to a locally responsive action in international marketing and relate these to the overall corporate strategy of companies.
  5. Consider ethical and social responsibility issues, in the development and implementation of an international marketing strategy.
   

MK 331 Consumer Behavior and Culture - This course provides behavioral science research findings, principles, and theories, especially those from psychology and sociology, as they relate to the determinants of consumer buying behavior.  This Course evaluates behavioral science research findings, principles, and theories, especially those from psychology and sociology, as they relate to the determinants of consumer buying behavior. The case & interactive skill-building approach is utilized to stimulate the development of creative marketing strategy.

  Upon successful completion of this course, the student will be able to:
  1. Identify, explain and apply the key terms, definitions, and concepts used in the study of consumer behavior.
  2. Develop strategies for effective intercultural advertising messages for members of different cultural and sub-cultural segments and explain cultural influences and the ways in which culture impacts social norms.
  3. Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors.
  4. Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviors of individuals.
  5. Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.
  6. Analyze the trends in consumer behavior, and apply them to the marketing of an actual product or service.