Course Description
Introduction to issues and practices in international marketing. Focus is placed on cultural, legal, social, economic, and behavioral differences that affect marketing in global environments and on how the marketing mix is adapted to different cultures. Importance of world trade and the global business environment is emphasized.
Athena Title
International Marketing
Equivalent Courses
Not open to students with credit in MARK 4700E
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
Upon completion of this course, the student should be able to: • Understand the importance of international marketing and trade. • Understand the challenges of working in marketing for an international company • Articulate, and apply to marketing strategy, cultural differences that affect marketing actions. • Be able to adapt the elements of the marketing mix to fit an international marketing situation. • Understand and discuss current international business news. • Have a framework for assessing international business opportunities through analysis and research. • Be familiar with the legal challenges of international marketing • Understand worldwide trade practices, including trade barriers, international economic communities, and international regulations.
Topical Outline
• The scope and challenge of international marketing • Global environment of international trade • Cultural dynamics and issues in international marketing • Business customs across the globe • International legal and political environment, including trade agreements • Conducting international marketing research • Emerging markets • Multinational market regions and market groups • Product issues in international marketing • Negotiation and pricing in international markets • Integrated marketing communications and international advertising • International marketing channels • Exporting and logistics for international trade • Micro/macro economic measurement in international markets
Syllabus