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Global Marketing Strategy For The Internationalization Of A U.S.-Based University In Latin America, Grace S. Thomson
Global Marketing Strategy For The Internationalization Of A U.S.-Based University In Latin America, Grace S. Thomson
Dr. Grace S. Thomson
This document simulates a senior executive-level proposal of a methodology of global marketing decision-making to initiate the incursion of a U.S.-based higher education institution to the Ecuadorian higher education market. The theoretical framework of global marketing strategy (Cavusgil, Knight & Riesenberger, 2008) and the taxonomy of marketing research (Hair et al, 2006) is applied to evaluate the conditions of the Ecuadorian target market. The document also presents a general overview of segmentation; targeting and positioning strategies and a discussion of the adaptation of the marketing mix supported by globally acknowledged, peer-reviewed research.