This course explores key issues of cultural diversity and the process of formulating cross-border marketing strategy. Students are introduced to key concepts, academic theories and models of cultural diversity and managing cross-border marketing, including theories of consumer behaviour and marketing communications. Students analyse the process of cross-border marketing, and critically evaluate strategies and processes adopted by leading global players. Students also explore managing marketing alliances across borders.
Please note: Course outlines of record posted may vary from the section syllabus distributed by each instructor (e.g. textbooks, assignments, timing of midterms).
|Fall 2012 onwards|