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Global Marketing Management (55-636)

Develop a Global Marketing Plan for an actual MNC that may be based in any country to launch a product for a specific customer segment or segments in a foreign country (non-U.S. country).

All databases listed provide information about companies and industries with examples and video tutorials on how to complete a search.

The best bet database is Marketline. The information found in Marketline is up-to-date of when the company publishes reports, news, and more. All other databases contain similar information plus other business articles unrelated to companies. Marketline and Business Source Premier are best bets for topics related to company profiles, SWOT, leadership, organization, financial data, integrity, strategic issues, and opportunity/change.

Company & Industry Information

Search and Browse

  1. Type keyword(s) in the search bar and click search
    • Another option is to search by sector, company, geography, and more
  2. Use filters to narrow results by keywords, sector, geography, content type and publication date
  3. Narrow by type by selecting View all Industry Profiles, View all Thematic Analysis, etc.
  4. View the report online or download as a PDF or Word document
  5. Video tutorial

Search for Companies

  1. Click on the Companies tab at the top of the screen
  2. Use filters to narrow results 
  3. Benchmark companies by adding a check mark by the company's information
  4. Click on a specific company to view an overview, profile, financials, news, and more
  5. View the company's information online or download as a PDF or Word document
  6. Video tutorial

 

Search for Industry

  1. Select Browse by Database
  2. [ Marketline industry research start ]

     

  3. Select Industry Data
    • Use the filters to narrow results
    • Download the full report as an Excel file
  4. [ Marketline download Industry Data report ]

  5. Select Industry Statistics
    • Choose the Values, Volumes, or Segmentation dashboard
    • Information from the Industry Data option is represented as visuals
    • Narrow by industry, region, or geography
    • Download the visuals as an image, PDF, or PowerPoint
  6. [ Marketline Values search and download ]

  7. Video tutorial

Browse lists for Company Profiles and Industry Reports. 

  1. Click Company Profiles
  2. Enter company name
  3. Click the MarketLine Report (pdf)

  1. In the first search box enter the type of industry (ex: wireless communication).
  2. In the second search box enter industry report AND marketline.
  3. In the tird search box enter location (ex: United States, China, Worldwide).
  4. Check the dates of the results to verify you are using the most recent report.

Suggested keyword searches

Topic

Keyword searches

Company Profile/SWOT
  • [Company Name] and SWOT
  • [Company Name] and "company profile"
Leadership
  • "chief executive officers" and [Company Name]
  • "corporate governance" and [Company Name]
Integrity
  • "business ethics" and executives
  • corrupt* and [COMPANY NAME]
  • "social responsibility of business"  or "corporate social responsibility"
Strategic issues
  • "strategic planning"
  • "marketing strategy"
  • "business planning"
Organization
  • employees--attitudes
  • "organizational change"

 

Browse the Reports option for information on industries, companies, products, countries, customers, and more.

  1. Hover over Reports and select one of the options
  2. Enter your search in the search box.
  3. Narrow the seach results using the filers on the left side of the screen
  4. To read the full report you will need to download the report. Choose an a format option in the drop down box.

 

 

 

 

Browse for Company Information

  1. Click on Menu at the top of the screen and select Company Dossier.
  2. By default, Company name is the option for the search box. 
  3. Type in the company's name and click search.
  4. The top three companies will appear. If your company is not there, click the View All Button.
  5. Click on the name of the company to view Company Information, Financial Overview, News, etc.
  6. Click Generate Report on the right side of the screen and choose the sections to download available information as a report.

 

 

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