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Global Marketing Management

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STERN SCHOOL OF BUSINESS
NEW YORK UNIVERSITY
Global Marketing Management
Spring 2015, UB.0064.001

Professor Eileen Fischer
E-mail: efischer@stern.nyu.edu Office: KMC 7-100A; Office Hours: Monday and Wednesday 12:30 -3.00 and by appointment
Telephone: 646-591-8760 Teaching Fellow: TBA

COURSE OBJECTIVE The purpose of the course is to examine the issues involved in developing a global marketing strategy and the challenges of implementing the marketing mix in individual countries.

The course is designed to give students an understanding of: * the strategic issues surrounding global expansion and the strategic options for entering international markets * how to assess market opportunities on both Country macro and market related factors * the global competitive landscape that includes strong local competitors * balancing global and local considerations when developing the marketing mix with a focus on the tactical challenges of adapting to specific market needs * the rapidly changing challenges and opportunities in Emerging Markets

My objective is to provide you with useful frameworks, tools and ‘rules of thumb’ which we apply to cases in virtually every class. Many cases will be only one or two pages and they focus on a specific question. Our longer cases will deal with multiple issues and will require the application of frameworks and concepts from numerous classes.

We will have five guest speakers who will share their business experiences. The speakers are carefully chosen and their materials reviewed in advance. Attendance and participation in these sessions is critical (and interesting!).

TEXT and MATERIALS

There are two sources of readings and cases:

1. A digital course pack from Harvard Business

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