INTERNATIONAL MARKETING SEMINAR (BA4045)

The course introduces advanced marketing concepts and their use in the management-specific theories and applications. Students consider how to combine market research data, financial data, and business strategy to make marketing decisions that best meet customer demands and desires, respond to competitors, and reach financial and strategic objectives. The course is case-driven, with background given on advanced marketing topics though case studies, supported by lectures, discussions, simulations, and written analyses. The course will also examine the marketing function from a variety of professional and critical perspectives. The course considers marketing within national and multi-national contexts. A key component of the course is to develop a thoughtful and critical understanding of marketing practices and to gain the ability to implement concepts in professional environments. This course is intended as a capstone course for Marketing majors as their final course in the program sequence. It leverages all of the subject areas studied in the program and it is highly recommended that students complete all of the required courses before enrolling in the class. The course will also prepare students for graduate-level academic and professional work in the field of marketing.