BUS 136 Marketing in a Global Context
This course is an introduction to the tools and concepts used in the marketing process for consumer and industrial products as well as for services. The focus is on the basic marketing
concepts (product, place, price, promotion) as they relate to the field of global marketing.
Emphasis is placed on the increasingly important role of interdisciplinary tools to analyze economic, cultural and structural differences across international markets. Specific
consideration is given to the development of integrated marketing programs for a complex, global environment.