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 4700
Non-Traditional Format
This course will be taught 95% or more online.
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Grading System
A - F (Traditional)
Student learning Outcomes
- Students will analyze cultural, economic, political, and geographic environments and evaluate their implications for international marketing strategy.
- Students will apply core frameworks (PESTEL, 5C, STP, 4Ps) to develop market entry and expansion strategies across global contexts.
- Students will be differentiate among alternative market-entry modes and assess their relative advantages and risks using real-world data.
- Students will synthesize course concepts to formulate marketing strategies that demonstrate awareness of global interdependence and the societal impact of business decisions.
Topical Outline
- The scope and challenge of international marketing
- Global environment of international trade
- Cultural dynamics and issues in international marketing
- 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
Institutional Competencies Learning Outcomes
Critical Thinking
The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.
