This specialization prepares students for the global challenges that businesses face in the 21st century. The global marketplace now and in the future spans emerging markets, a world connected by social media, and rapid technological advancements, hand in hand with huge challenges relating to migration patterns, multiculturalism, and increased competition. This specialization covers how business strategy is formulated at a global scale, how marketing and management practices are adapted to develop foreign markets, and how businesses can navigate the challenges of increasing multiculturalism in consumer markets and organizational teams. The specialization provides students with actionable frameworks to guide both expansions into foreign markets and the development of ethnic markets at home.
Upon completion of the specialization, you will:
Understand how businesses function and pursue opportunities in the global marketplace.
Understand cultural frameworks for making marketing and management decisions across cultural boundaries.
Develop marketing plans for penetrating foreign markets of consumers with different cultures.
Understand how to manage a global organization.
Develop marketing strategies that resonate with ethnic segments (e.g., Hispanics).
Understand the benefits and challenges of managing multicultural teams in organizations.
Übungsprojekt
The specialization provides students with actionable frameworks to guide both expansions into foreign markets and the development of ethnic markets at home through the completion of an applied project. Students will practice diagnosing cross-cultural issues, determine the optimal composition of diverse teams, improve trust-building in negotiations, and assess their cultural leadership style.
