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.