Course Outline

MBAA 632 : Global Marketing

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Last approved: Wed, 20 Jan 2016 13:55:15 GMT

Last edit: Wed, 20 Jan 2016 13:55:14 GMT

College of Business (WBUAD)
Global Marketing
This course builds upon the concepts in marketing from a more global perspective with a hands-on understanding of current issues and events found in the international market. Students will apply the 4Ps to global marketing with an emphasis on understanding the legal, regulatory, political, language, and other cultural factors that influence products and services in other markets.

This is a specialization course for the Masters of Business Administration in Aviation (MBAA) degree program. The course is designed to provide the student with a comprehensive overview of the global marketing domain.

Upon course completion, the student will be able to:

1. Describe the different factors that influence global marketing.

2. Develop and write a plan for a global marketing strategy.

3. Design a global social media platform plan that will promote products and services in a specified country.

4. Identify cultural differences in various global regions and their effect on the conduct of international business.

5. Describe the strategies, plans, and distribution channels for a product launch, market entry, and successful implementation for a company in different countries.

6. Analyze opportunities and risk associated with conducting marketing activities in global markets.

7. Explain the importance of being a more global citizen in the context of globalization.

Located on the Daytona Beach Campus, the Jack R. Hunt Library is the primary library for all students of the Worldwide Campus. The Chief Academic Officer strongly recommends that every faculty member, where appropriate, require all students in his or her classes to access the Hunt Library or a comparable college-level local library for research. The results of this research can be used for class projects such as research papers, group discussion, or individual presentations. Students should feel comfortable with using the resources of the library. 

Web & Chat:
Text: (386) 968-8843
Library Phone:  (386) 226-7656 or (800) 678-9428

American Psychological Association. (2012). APA style guide to electronic references. (6th ed.), Washington, DC: American Psychological Association. ISBN: 978-1-4338-0704-6. Retrieved from http: Shaw, Stephen (2011). Airline marketing and management. (7th ed.). Burlington, VT: Ashgate SBN: 978-1-4094-0149-0. Retrieved from Although not required, the following is a recommended reading supplement from the eBook, Airline Marketing and Management (Hunt Library eBrary collection):

Written assignments must be formatted in accordance with the current edition of the Publication Manual of the American Psychological Association (APA) unless otherwise instructed in individual assignments.

ActivityPercent of Grade
Input Grading Item100

Undergraduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
60 - 69% D
0 - 60% F

Graduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
0 - 69% F
Dixie Button - 2/26/2015
Dixie Button - 2/26/2015
Ronald R. Mau, Ph.D., P.E. - 2/26/2015
Dr. Bobby McMasters - 2/26/2015
1-4 Master of Business Administration/Aviation 1. Understand and apply sound and appropriate business practices, policy, procedures, regulations, ethics, concepts and skills.
2. Apply effective research skills and techniques such as, problem identification, defining the research question(s), and determining methodology, to business projects.
3. Apply appropriate quantitative, economic, marketing, planning, accounting, and financial analysis to business problem solving and decision making.
4. Apply sound and appropriate communication skills and techniques in the presentation of business problems and projects.
Key: 301