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Course Description

In this course, you investigate marketing channels and learn how to leverage them to provide value to your company and benefits to your customers. In the second part of the course, you’ll explore the world of international marketing and discover the nuances of global markets. You identify the types of global organizations and explore the pros and cons of globalization.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Essentials of Marketing Strategy

Faculty Author

Doug Stayman, Associate Dean for MBA Programs

Benefits to the Learner

  • Assess the function and importance of distribution channels at your organization
  • Examine strategies for improving distribution across your distribution channels strategy
  • Examine the opportunities and challenges your organization faces by expanding to international markets
  • Explore what changes you need to make to enter or expand into international markets

Target Audience

  • Marketing managers
  • Project and product managers
  • Anyone responsible for producing or executing a marketing plan
  • Non-marketing professionals and business leaders looking to develop marketing strategy
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Samuel Curtis Johnson Graduate School of Management at Cornell University
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