In this course you will analyze traditional and emergent practices in marketing to the global consumer in the twenty-first century with a focus on European and German marketing practices. You will examine key marketing concepts such as the 4Ps, “going glocal,” primary and secondary research methods, Blue Ocean strategy, consumer behavior, target marketing, market segmentation, online and e-commerce marketing, branding and many other cross-cultural and intercultural world context with an emphasis on the European and German markets for a better understanding of the region. The course will also address the important discussion of ethics in marketing practices.You will get a good introduction and solid background in marketing principles and management that will enable you to understand your own behavior as consumers in a world where products and services are vying for your constant attention and which target the conscious and unconscious psychology, physiology as well as the desires of human beings in relation to their needs to belong to society at large.