GDBA7203: Marketing Strategies for Firms in the Era of Globalization

The course focuses on and explores the marketing strategies for firms in the new era of globalization. During the past decades, firms of western countries have been very successful in expanding their business in the global market, including in the emerging markets such as Brazil, Russia, India, China, and South Africa (BRICS) that hold great potentials. For instance, China’s economy has been growing rapidly to become the world’s second largest economy by nominal GDP, and many western firms have successfully gained a foothold in it. One key factor that helps the western firms to be successful in the global market is the long-term accumulated wisdom of business administration, both academically and practically. Examples include Coca-Cola and Apple that have been using brilliant branding management and other marketing tactics to help boom their business across continents.

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