MK 315 - Introduction to Global Marketing

In today’s highly competitive, connected and converged world, creating and sustaining competitive advantage requires insight and a clear and solid understanding of marketing principles. We will explore the fundamental concepts of marketing, examining the marketing planning process before widening our horizons to examine the global marketplace context in order to gain a clear understanding of the issues and implications of global marketing. Throughout, the concepts of global marketing are applied to the vibrant startup scene in Berlin. Thus, the course offers a relevant and hands-on perspective on global marketing with two field trips into the Berlin startup scene. Managing the various stages of the innovation process and its effects on the marketing approach of a startup company will also be examined.