Global Business Strategy Seminar: Global Trends and Marketing Challenges

Global Business Strategy Seminar: Global Trends and Marketing Challenges

This event occurred in the past

Date and Time

Wednesday, September 7, 2011 — Wednesday, September 14, 2011 from 6:00 p.m. to 9:00 p.m.


Coronado Building, Room 132

5998 Alcala Park San Diego, CA 92110




The Ahlers Center International Business Presents: The Global Business Strategy Certificate Program Seminar #2
Global Trends & Marketing Challenges Seminar
Sept. 7 and Sept. 14
6 p.m. - 9 p.m.

This seminar is tailored for those professionals who would like to take a thoughtful glimpse into the near future. Why may gray become the new green? Why is water called the oil of the 21st century? Why do we talk about the Easternization of the West? These and other questions will be discussed during the seminar that will focus on global demographic, environmental, cultural, and economic trends. This journey into the future will be taken with the purpose to see current developments in the marketplace as marketing opportunities.

Upon completion of the seminar, its participants will:

  • Become aware of the major global trends
  • Approach global trends as valuable forces shaping the future
  • Distinguish global trends from fads
  • Foresee marketing opportunities for their companies and themselves
The seminar will require active participation by students. It will incorporate visual material and offer a list of future readings.
Total Seminar Hours: 6


Associate Professor of Marketing, Maria Kniazeva joined USD in 2003. She earned her PhD in management with a specialization in marketing from the Paul Merage School of Business at the University of California, Irvine, and her masters in journalism from Leningrad State University in St. Petersburg, Russia. Kniazeva was awarded the Edmund Muskie fellowship (1994-95) and American Association of University Women International fellowship (1997-98). Two major streams of research mark Kniazeva’s academic activity: cross-cultural consumption in the global marketplace and storytelling on food packages and beverage bottles. Moving in the first direction, she centers her research on the theme of the Easternization of the West. In particular, Kniazeva is interested in the concept of authenticity. With her second stream of research, she explores how marketing stories, like those on bottled water affect and reflect consumer behavior. A qualitative researcher, Kniazeva has also been mastering videography as a research method and has produced and presented at international consumer research conferences in Brazil, Japan and the UK two documentary films. Kniazeva has published in the Journal of Business Research, Journal of Consumer Behavior, Journal of Food Products Marketing, and Consumption, Markets and Culture Journal. Her academic publications also include two book chapters. Kniazeva spent her sabbatical year of 2010-2011 collecting data and doing fieldwork in France, Russia, India, Kenya, and Tibet/China, having visited for the purpose of her research a total of 16 countries.

Prior to USD, she worked as a visiting professor at Georgetown University, McDonough School of Business in Washington, D.C., and also taught a marketing course at the University of California, Irvine, the Paul Merage School of Business. Kniazeva serves on the editorial boards of three international journals: the Journal of Global Academy of Marketing Science, the Journal of Global Fashion Marketing headquartered in Seoul, South Korea, and the International Journal of Consumer Research. She is an invited associate of the research centre “Wine, Place, and Value” at Reims Management School, France. An ethnic Russian, Kniazeva formerly lived in Estonia where she worked as an executive editor of a newspaper and a freelance business consultant to foreign investors. She authored a book published in English and Russian, titled America Through the Eyes of a Russian Woman. The English version was published on the grant Kniazeva was awarded by the United States Information Agency.

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