Marketing 420 and 720: Global Marketing Strategy University of Wisconsin – Madison Spring 2006

Jun 18th, 2015
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The objective of this course is to provide you with a method for analyzing world markets and their respective consumers and environments, and to equip you with the tools needed to develop marketing strategies for an ever-changing global market.

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Marketing 420 and 720: Global Marketing StrategyUniversity of Wisconsin MadisonSpring 2006Professor: Nancy R. Buchan, Ph.D.Office: 3104 Grainger HallOffice Hours:T/R 10:4511:45 or by appointmentOffice Phone:263-7720 Home Phone: 920-992-3555E-mail:nbuchan@bus.wisc.eduCourse Description & Objectives:The objective of this course is to provide you with a method for analyzing world markets and their respective consumers and environments, and to equip you with the tools needed to develop marketing strategies for an ever-changing global market. We will accomplish this objective through lecture and discussion of relevant concepts, readings from the business press, case analyses of actual global marketing issues, and through an in-depth group research project resulting in a market entry strategy into the foreign country of your choice. Upon successful completion of this course, you should have developed the following global competencies:(1) Environmental Competence an understanding of the key environmental and cultural differences across global markets(2) Analytic Competence - an understanding of how these environmental and cultural factors influence marketing decisions (i.e. which products and marketing strategies to pursue in which markets)(3) Strategic Competence the ability to develop global strategies designed to define the long term interests of the firm(4) Functional Competence the ability to

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