1.5

credits

Average Course Rating

Through readings and case analysis, this course will expose students to a range of “uncontrollable” external environmental factors—cultural, competitive, technological, economic, political/legal and geographic—that influence the selection of new markets as well as the “controllable” marketing mix decisions determined by managers to support the launch of products for both consumers and businesses. The culminating group project will allow students to analyze an expansion opportunity and recommend a market entry strategy along with financial projections for a product or service to be launched globally.