Fundamentals of International Marketing (30 hours)
Marketing management considerations of a company seeking to extend beyond the confines of its domestic market. A review of product, pricing, channels of distribution and communications policies to develop an optimum strategy (between adapting completely to each local environment and standardizing across them) for arriving at an integrated and profitable operation. Particular attention to international marketing and exporting in the Canadian context.
Social media and Community management (30 hours)
Businesses worldwide face a fundamental change in the ways that consumers interact with brands and each other. Social media has helped give consumers a voice, connect them with their friends and other like-minded consumers, and has given them considerable power over marketers and brands. This course offers an overview of how marketing has (and has not) changed due to the rise of social media. It will equip students with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving business and marketing goals.
This course will examine the use of social media in business, new channels of marketing, advertising and communication that make up the social media space, leveraging marketing channels for optimal results. This course utilizes case studies and lab exercises from large corporations and small business to provide hands on experience and real-world examples.
Courses are non-credit transcript courses. A McGill transcript will be issued for these courses. The language of instruction is English. Courses can be taken individually.
- $2175 CAD
- International health insurance
- Course material
- Official McGill transcript
- Attestation of completion of program
- Orientation session
- Welcome and Farewell receptions
3 weeks program