This is an elective course for MBA/GSIPM students seeking to work internationally, in marketing, consulting or enterprise general management where there is a focus on identifying and responding to issues of trade and marketing competitiveness in the regional and global environments. It is a managerial decision-making and problem solving course addressing issues and situations from value-chain relationships between enterprises, to the decision to enter an international market and how to competitively market there, to responding to global competition in home markets, to developing and implementing a global marketing strategy. Problems include both introductions to emerging and developed markets, marketing strategy in commercial and social enterprises, profit-making issues and social responsibility issues, entrepreneurial enterprises and multinational enterprises. Case discussions include enterprises located in a wide range of the world and in a variety of industries and social/cultural settings.



Prerequisites: Completion of IMGT 8571 or equivalent, open to GSIPM students