MKT 6326 - International Marketing and Global Firm Performance

Credits: 3 Class: 3 Lab: 0
Prerequisite(s): Acceptance to the MDCOB MBA program or acceptance to the MDCOB Graduate Certificate in International Business.
This course prepares students to manage and measure marketing performance across international markets. It integrates strategy, analytics, and cultural insight to equip leaders with tools to evaluate market potential, optimize campaign outcomes, design effective marketing organization structures, and align global marketing initiatives with business performance objectives. Key topics include cross-cultural consumer behavior, market entry strategy, global brand management, and performance analytics for international decision-making. Students apply concepts through simulations, case studies, and data-driven projects focused on improving international marketing ROI and sustainable growth.