The course examines the planning and use of localization, internationalization and globalization of marketing programs for entrepreneurships, multinational business and social enterprises, including: international market selection and entry, responding to regional and global competition, strategic marketing decisions in multinational enterprises, regional expansion methods and strategies, entry into emerging markets by MNEs, product and service portfolios and brand management, the planning and use of marketing research for international market entry, building value chains and international value chain participation, relationship marketing in the value chain, and the interface of marketing and competitive strategies. The course is a case-discussion-based approach using actual situations from business and social enterprises, and the formulation and discussion of strategy decisions. The course is an elective for the MBA marketing management specialization, is especially useful for those studying as localization management MBAs, and is also an available elective to those interested in entrepreneurship, consulting, trade and international development in the multinational setting.

Prerequisites: IMGT 8571 or IMGT 8570 or equivalent.