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MBA 6630 Marketing Strategy in a Global Context

First Look/Getting Started


You may have a great idea for a product or service, but before you go any further, first make sure there's a market for it.  Please click here for access to an article from Entrepreneur magazine to determine if there is a market for your brand.

A few sample marketing plans to promote a brand can be found by clicking here.



Group Strategic Marketing Plan Project (SMP)

This guide is intended to assist with finding and using library resources to complete the Group Strategic Marketing Plan project.

Project Outline:

  • Choose an international or global brand or propose taking a brand to another country(ies)
  • Develop a detailed budget and timeline for implementation, evaluation, and control
  • Outline a specific design, sampling method and instrument for some form of primary research – survey (questionnaire)
    • focus group or in depth interview (interview script)
    • observation (specify technique & technology employed) or biometric data bathering.       

Explore the project terms and concepts:

  • Current and Emerging Trends in Qualitative Market Research
  • Marketing Metrics
  • International Marketing