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During your Master of Science in Global Marketing studies, you will learn international marketing from the world's foremost authorities on global business and cross-cultural interaction. You'll be prepared to lead anywhere and succeed everywhere.

Core Course Descriptions

Courses in the Master of Science in Global Marketing program leverage actual business cases from Canada, China, Thailand, Australia, Europe, Saudi Arabia, Indonesia, Mexico, Switzerland, Germany, Italy, Brazil and the UK, helping you develop the global marketing skills necessary to succeed in today's cross-cultural world economy.

Core Courses

  1. Accounting from a Global Perspective I
  2. Finance from a Global Perspective I
  3. States & Markets in the Global Political Economy
  4. Quantitative Methods
  5. Decision Science
  6. Managing Global Business
  7. Global Ethics
  8. Marketing from a Global Perspective II
  9. Finance from a Global Perspective II
  1. Marketing from a Global Perspective
  2. Global Economics
  3. Communications & Negotiations Across Cultures
  4. Regional Business Environment
  5. Accounting from a Global Perspective III

Global Marketing Electives

  1. Customer Analysis
  2. Global Marketing Communications
  3. Channel Management
  4. Global Sales & Negotiations
  5. Global Product Development & Management
  6. Strategic Services Marketing
  1. Global Marketing Research
  2. Export/Import Management
  3. Global Brand Management
  4. Analysis for Strategic Marketing
  5. Global Business Marketing

Core Course Descriptions

Accounting from a Global Perspective I

This course introduces accrual accounting concepts including revenue recognition, matching, and asset and liability valuation. Topics covered include the recognition and measurement of accounting events, the preparation and analysis of financial statements (balance sheet, income statement and statement of cash flows), the use of international financial statements and an introduction to inter-corporate investments.

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Finance from a Global Perspective I

This course will focus on the building blocks and the basic theories of Finance. Topics addressed include:  Present value (and Net Present Value) concepts; the basics of stock and bond valuation (including the NPVGO model); capital budgeting (various tools of capital budgeting, and derivation of cash flows for capital budgeting); working capital management.

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States & Markets in the Global Political Economy

This course covers fundamentals of the global political economy including (1) major conceptual frameworks for understanding the linkages between international politics and international economics; (2) key issue areas such as international monetary and financial relations, international trade, foreign investment and transnational enterprises, and North-South relations; and (3) analysis of key international economic institutions such as the International Monetary Fund, World Trade Organization, and World Bank.

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Quantitative Methods

This course introduces basic statistical concepts and their application in the business world. The course starts with the use of descriptive statistics to summarize data. Next, the basic concepts of probability are examined. The course then moves on to consider sampling and statistical inference. The final topic is an introduction to the use of simple linear regression analysis to model relationships between variables. The course material is approached from an applied perspective, with extensive use of business examples to illustrate the concepts. Excel will be used to summarize and graph data and the SPSS statistical package will be used for data analysis.

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Decision Science

This course builds on material from the Quantitative Methods class. It introduces the use of computer simulation for scenario planning, covers regression analysis in depth, and covers the use of computerized techniques for optimization and linear programming. The course takes an applied business perspective, with examples drawn from operations management, finance, and marketing. The @Risk computer package is used extensively in this class. Other software packages used in the course include LINDO and SPSS.

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Finance from a Global Perspective II

The second module of finance picks up where the fundamentals course leaves off. Topics addressed include: Portfolio theory and the Capital Asset Pricing Model (CAPM); Weighted Average Cost of Capital; capital structure theories (including agency/signaling theories and dividend policy); financial market efficiency and its implications.

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Marketing from a Global Perspective

This course is designed to provide students with the basic principles of marketing management (i.e., marketing mix, segmentation, target marketing, and positioning), a toolkit required to conduct quantitative analysis as a marketing manager, the ability to conduct an analysis of consumers, competitors and channels, frameworks to evaluate the similarities and differences between domestic and global marketing and marketing ethics and cross-cultural nuances to enable the student to successfully implement marketing strategies in international markets.

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Global Economics

This course investigates, from the business manager’s perspective, the determination of exchange rates, the nature of foreign exchange markets and hedging instruments; international financial markets and the transmission of funds between countries; alternative international monetary arrangements and institutions; balance of payments analysis; the respective economic consequence in response to monetary, fiscal and exchange rate policy changes. The course also analyzes conditions for successful growth and the causes and risks of economic crisis.

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Communication & Negotiations Across Cultures

This dynamic and interactive course provides managers with an effective framework for achieving their goals in global management settings. The course will assist students to prepare for and execute time-tested strategies for achieving communication competence with persons from different cultures.  This course will also cover negotiating in the global context. It will not only examine theories of culture and communications, but will also place students in an experiential situation to gain valuable skills for overcoming obstacles in global management environments. Through use of cases, multicultural team exercises, student negotiation exercises, and simulations, this course will equip the global manager with tools to solve problems and take advantage of opportunities in a multicultural world.

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Regional Business Environment

The Regional Business Environment courses deal  with the political and social context in which business activities take place. This includes consideration of eight factors that shape or reflect the operational realities of management and business, including: Patterns of historical development cover political, social and economic events and structures. Geographic environment involves human and economic geography, covering population and natural resource distributions, regional financial and trade centers, and transportation systems. Political environment includes government structure, state role, interest groups, political parties and the policy-making process. Cultural traditions cover religious traditions and socio-cultural dimensions that have a direct impact on business operations. International environment includes regional organizations, regional political and economic trends, regional peace and conflicts, and the place of the region in the global system. For economic environment, economic policies, current economy patterns, and major industries are discussed. Under legal environment, major regional trade barriers, investment policies, and intellectual property protection issues are covered. There are also discussions on major current issues.

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Accounting from a Global Perspective III

This course covers the development and use of managerial accounting information, including both financial and non-financial performance measures, in making long- and short-run decisions. Topics include cost-profit-volume analysis, cost behavior, relevant costs, job-order and processes costing, activity-based cost management and the analysis of customer profitability.

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Managing Global Business

This course reviews key concepts and tools in global strategy and organizational behavior for students already possessing some knowledge in these areas.

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Global Ethics

This course provides an exploration into how corporate and social organizations can act entrepreneurially and act in a socially responsible manner.

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Marketing from a Global Perspective II

This course focuses on the use of marketing research techniques for competitive advantage in a global business context.

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Global Marketing Electives

Customer Analysis

This course focuses on consumer behavior from a  cross-cultural perspective. Topics include the cognitive processes underlying consumer choice (needs, perceptions and attitudes); descriptive consumer characteristics (demographics, psychographics, VALS); and environmental influences on behavior (culture, family, situation). Emphasis is placed on the implications of consumer behavior for global marketing strategy. Class assignments emphasize the application of these concepts to real marketing problems.

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Global Marketing Communications

This course covers all the managerial aspects of a well integrated marketing communication plan as it impacts brand building. Students will learn how to design and evaluate integrated communication strategies and programs in a global context. The influence of different cultures is stressed throughout the course as it impacts all the elements of an integrated marketing communication plan, but the course specifically uses advertising as the main vehicle to demonstrate these cultural issues. Students will gain an in-depth understanding of the latest developments in the field of marketing communications, using current case studies and team projects to develop real world solutions.

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Channel Management

The effective management of channel relationships  is essential to the marketing manager's ability to create value for customers though the efficient delivery of goods and services. This course provides the knowledge and skills required to manage channel relationships effectively. Specifically, the course facilitates an understanding of: (1) alternative channel structures; (2) roles played by channel members in strategy and logistics; (3) effective methods for negotiating with channel members, and (4) technologies that enable the channel system.

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Global Sales & Negotiations

The primary objective of this course is to expand the student's understanding of the process of managing the customer interface. After completion of this course the student should have a basic understanding of sales management, including cross-cultural dimensions of sales force recruitment, selection, training, evaluation and compensation, sales territory design and the interface between marketing and sales.  Students learn from discussions centered on cases, assigned readings, lectures and interaction with guest speakers as well as an applied project.

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Global Product Development & Management

This course examines how an organization can  identify, develop and manage products for global markets. Issues include the product development cycle, the innovation charter, and the management of barriers to product development.

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Strategic Services Marketing

This course provides an understanding of the  unique aspects of the strategic marketing of services at a global level. Key topics are: the growing role of services in the global economy and the differences between the strategic marketing of products and services.

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Global Marketing Research

This course focuses on the use of marketing  research techniques for competitive advantage in a global business context. Critical assessment of the need for market information, and of its potential value, is an important part of this course. Students will develop the necessary skills to implement real-world market research, including research design, data collection, data analysis and reporting the results.

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Export/Import Management

This course covers in detail the techniques and  procedures involved in successfully carrying out export and import transactions. Topics include the language of international trade, INCO terms, payment terms, trade barriers, export licensing, pricing, order handling, insurance, international collections, and international transportation. Documentation requirements of export and import operations are examined in detail. Import and customs clearance procedures are studied along with their relation to foreign product sourcing and international purchasing.  The functions and operations of Foreign Trade Zones are illustrated, and the important area of countertrade is introduced.  Finally, legislation that affects the international trader and some of the alternatives to exporting (licensing, foreign manufacturing and joint ventures) are covered.

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Global Brand Management

This course provides a managerial orientation to  the topic of international brand management. It is designed to prepare students for a career in international brand and/or product management. Students will learn how to: (1) understand the meaning and value of a brand and be able to develop brand plans to create, maintain, grow and/or revitalize a brand and its equity; (2) become familiar with the major types of marketing problems faced by brand managers, with an emphasis on developing sound strategic and tactical approaches for marketing decisions and solutions; and, (3) understand the roles and responsibilities (and career paths) of brand management in the contemporary domestic and global contexts.

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Analysis for Strategic Marketing

This course is designed to provide students with an understanding of the key marketing issues through an examination of various marketing decisions. This course complements other marketing courses by adopting a more hands-on and practical approach to strategic market planning. Specifically the course objectives are to: help students develop an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises; improve students skill in viewing marketing processes and relationships systematically and analytically; and provide students with the operational skills required to apply the methods and models to solve real marketing decision problems.

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Global Business Marketing

This course focuses on the strategic and tactical  development of business plans for marketers whose customers include other businesses, the government, and institutions, as opposed to consumers. The course places emphasis on (a) business market processes, strategies and their tactical execution, (b) management of B2B relationships and account management strategies, (c) leveraging of Web 2.0 tools in market strategies and tactics(d) all taking into consideration the implications and opportunities of globalization. Students will learn how succesful companies operate in business networks and how solid long-term partnerships may leverage their position in the market place to deliver better profitability. The development of a comprehensive Web audit and the preparation of a Web marketing plan are the unifying elements of the course.

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