LGE 603 - Leading Global Marketing and Entrepreneurship

Credits: 5
This course provides information essential to building a successful entrepreneurial, borderless marketing effort, by understanding local markets and country risk, and then developing efficient strategies for the allocation of organizational resources through the practice of marketing return on investment (mROI). Participants will examine concepts of randomness (risk and uncertainty), complexity, and discontinuity within global markets. Viral marketing, web 2.0 tools (collaborative and social networks) are introduced critiqued and applied. As a final component of the course, participants will complete the third, one week residency, building their third dashboard to assist in determining the optimum allocation of resources among products and product lines in a global environment.