Global Marketing: Issues, Challenges & New Ideas

Nature and Purpose of the Assessment

Formal Coursework This elective covers strategic marketing-related issues of global scope and importance. The purpose of the course is give executives knowledge of and appreciation for a variety of issues facing modern marketing that are relevant to senior executives within and outside of marketing, including the C-suite. Note that this is not about "international marketing" per se, but rather an opportunity to cover a range of globally relevant marketing topics that go beyond what is covered in the core marketing course. Topics covered will include:

* Brand strategy and valuation
* Marketing effectiveness
* Consumer psychology
* Retailing

Assessment will be a report of a maximum of 2500 words (word counts normally cover the main body of text, including tables, figures, and diagrams, and excluding appendices, footnotes, and references) that takes one of the course topics and uses that to:

(1) Critically evaluate one's own organization (or another organization of one's choosing),
(2) Identify the key areas/issues for strategic improvement, and
(3) Develop a plan for addressing those issues.

Suggest: Use Mars China as an example. (Noted that Mars and Wrigley has merged to become 1 company).