This course has two parts. Part 1 focuses on macro issues such as market orientation, segmentation, targeting, and positioning and their strategic implications within the context of customer and competitor analysis. Emphasis is placed on developing an understanding of the analytical and managerial decision tools for creating competitive advantage, and the similarities and differences in domestic and global marketing. Part 2 focuses on micro topics that can be used to execute and implement what was learned in Part 1. In particular, the 4Ps (i.e., marketing mix) of marketing are covered, namely pricing, product, promotion, and place and it examines how these tools that are under the control of the marketing manager can be used to add value to firms in an international setting.