Principles of Marketing in a Globalized World: Leveraging Digital Technology

The objectives of this course are to provide students with a firm understanding of market strategy and the techniques used for marketing in a globalized context. Over the past decade, marketing has embraced a broad set of online tools that have revolutionized and revitalized an approach to the marketplace, including blogs, online news releases, social media, streaming video, and viral marketing strategies, among others. This course aims to instruct students in two primary, fundamental areas of marketing: (1) basic principles of marketing, which includes market segmentation strategies, the use of marketing channels, how to develop promotion and pricing strategies, and how to develop competitive advantage, and (2) how to leverage technology-driven, digital media for achieving marketing goals. Students will learn through various examples of marketing problems, and they will learn to apply these principles within the context of a problem-oriented approach. A secondary but also important set of learning outcomes of the course is an understanding of the rewards of global marketing, social responsibility, and the benefits of a global vision in setting business goals.