Master of Business Administration

MKT‐601 : Marketing Strategy

Course Description

This course applies an understanding of the competitive global environment, and the creation and
implementation of high added‐value product and service theories to achieve high marketing
management expectations. The planning, pricing, promotion, and direction of the flow of a company’s
products and services to foreign markets will be examined. Marketing in a global environment should be
viewed through a series of lenses: the cultural environment of global markets, assessment of global
market opportunities, development and implementation of global marketing strategies. Global
marketing will be viewed as an integrated discipline combining elements of economics, anthropology,
history, demographics, linguistics, law, statistics, politics, geography, and international trade. The
challenge of the course (and the excitement of this field of Global Marketing) is the integration of these
international and intercultural disciplines in such a way as to promote and maximize marketing mixes
and opportunities. We will not expect you to become an expert in this mix of disciplines, but rather to
stimulate your interest in contemporary events and critical issues worldwide and how they relate to
marketing. From a practical viewpoint, you will learn to put together an International Marketing
Portfolio & Business Plan aimed at a specific country.

It is important to point out that this is a graduate course and it is extremely concentrated: There is a lot
of work, and it is important that students keep up with the work schedule that is laid out in the Course

Course Objectives

The course objectives are:

  • To provide students with an understanding of the global business environment in terms of
    economic, cultural and political factors, and how to apply this understanding to marketing
  • To provide students with insights of current issues and practices in Global Marketing through
    assignments, class room discussions and through oral and written analysis of cases.
  • To familiarize students with an understanding of the different techniques, strategic options and
    possibilities in the competitive global environment.
  • To give students a basic knowledge of how to balance global and local marketing considerations,
    and to understand strategic options in entering and organizing marketing campaigns in foreign
  • To foster critical thinking relating to specific main issues of international marketing and to
    encourage research excellence and creativity in pragmatic problem solving.


Learning Goals

At the end of this course, students will be able to:

  • Understand the scope and challenge of international marketing
  • Explain the role of culture in global markets development
  • Analyze the international environment
  • Implement marketing research
  • Understand principles of global marketing management
  • Implement principles of Products and Services management for Businesses and Consumers




Global Marketing, 9th ed, Warren J. Keegan, Mark C. Green, Pearson, 2017 ISBN : 978‐0134129945

Additional Recommended Readings



Grading System

Grade Percentage Quality Credit Points
A 93 ‐ 100 Outstanding 4
A- 90 ‐ 92   3.75
B+ 87 ‐ 89   3.5
B 83 ‐ 86 Good 3
B- 80 ‐ 82   2.75
C+ 77 ‐ 79 Satisfactory 2.5
C 70 ‐ 76   2
F 0 ‐ 69 Failure 0


Course Outline

Unit Description
1 ‐ Strategic management
‐ Analyzing the strategic environment
2 Social and Cultural Environment
The Political, Legal, and Regulatory Environment
3 Global Information Systems and Market Research
Segmentation, Targeting, and Positioning
4 Importing, Exporting
5 Brand and Product Decisions in Global Marketing
Pricing Decisions
6 Global Marketing Channels and Physical Distribution
Global Marketing Communications Decisions I: Advertising and Public Relations
7 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and
Special Forms of Marketing Communication
Global Marketing and the Digital Revolution
8 Strategic Elements of Competitive Advantage
Leadership, Organization, and Corporate Social Responsibility



Discussion Questions
Percent of the final grade: 30%

Writing Assignments
Percent of the final grade: 30%

Midterm Exam
Percent of the final grade: 20%

Final Exam
Percent of the final grade: 20%


Academic integrityStudents are required to read UBIS Rules and Regulations on plagiarism and to acknowledge the
multiple forms that plagiarism takes along with the sanctions that can go as far as school exclusion.
Every infraction will be reported to the disciplinary board which will analyse the situation and
circumstances, and decide on the sanction to apply.


Academic dishonesty may take the forms of: 1. Plagiarism, i.e. copying the ideas or work of another
person without citing the source. This includes books, extracts of articles, tables, diagrams and material
from internet or other electronic sources. 2. Submission of work more than once, including work
submitted at a prior institution, unless prior approval has been obtained. 3. Cheating on an examination.
4. Submission of work that is not your own without citation. 5. Adding your name to work to which you
have not contributed or allowing another student to do the same. 6. Unauthorized or inappropriate use
of computers, calculators and other forms of technology in coursework, assignments or examinations.
All these can lead to disciplinary sanction.
Please refer to your student handbook for full details.