Introduction to Course

This course is designed to provide students with an understanding of the decision variables a marketing manager may use in developing and implementing marketing decisions in an international marketing environment. The theories covered in this course include the basis of analyzing international consumer behavior and the international marketing environment, the logic of adaptation versus standardization of the marketing mix and those guiding market entry decisions. Specifically, the focus will be on developing, evaluating and implementing international marketing strategy at the corporate, regional and local levels. By learning about both theory and practice, the student will obtain a good conceptual understanding of the field of international marketing as well as become firmly grounded in the realities of the global marketplace.

Learning Outcomes

After learning this course, students would be able to present various concepts and tools for analyzing international marketing strategies, and evaluating the marketplace (competitors, external environment: cultural, economic, technological, political/legal, marketing opportunities, etc.). Specifically, the focus will be on developing, evaluating and implementing international marketing strategy at the corporate, regional and local levels. By learning about both theory and practice, the student will obtain a good conceptual understanding of the field of international marketing as well as become firmly grounded in the realities of the global marketplace.

System of Evaluation

Schedule:

Wednesday 2:30 p.m. to 4:00 p.m.

Thursday 2:30 p.m. to 4:00 p.m.

Recommended Text:

International Marketing, Philip Cateora, 15e