This course provides an in-depth study of the nature and determinants of the behavior of organizations in relation to their marketing activities in a global environment. The purpose of this course is to provide a comprehensive understanding of the cultural, social, legal, political and strategic dimensions of the global marketplace. Using the "strategy tripod" -- analyzing strategy from the industry-, institution- and resource-based views - students will also explore what determines the success or failure of firms around the globe. The dicussions will focus on subject areas such as attitudes, perceptions, preferences and buyer/seller behavior in a blobal marketplace. In addition, this course inverstigates various promotional tools used in the communication mix, such as advertising, sales promotion and publicity, to sell products and services. Concepts include: advertising planning processes, determining advertising and promotional goals and objectives, control and evaluation of advertising and promotional programs, and regulatory issues.