International Marketing Strategies ((3 Credits))

Catalog description

This course focuses on the realities of developing and implementing marketing strategies in an international setting. It is designed to enhance the strategic, analytical, research, and application skills of participants in international marketing contexts. It evaluates different approaches for analyzing and implementing strategies in the dynamics of the changing environments of international marketing, focusing on the challenges confronted and contemporary knowledge. The course provides students with the appropriate tools and techniques for investigating marketing in international situations and for measuring and evaluating innovation, exporting potential, brand image, service quality, etc. Consideration will be given to the impact of local habits in the marketing of goods and services worldwide and to developing an appreciation of national cultural impact on different marketing approaches. Highly Recommended (not required): a course in International Business or Cross-Cultural Management. Preferably, students should be co-registered in another intermediate course in Marketing, Marketing Management, Marketing Research, or Consumer Behavior or equivalent knowledge. Notes: International Marketing Strategies is an upper-level course that articulates with, and advances knowledge of, many of the issues confronted in marketing, cross-cultural studies, and strategy development and implementation. This course is offered for our International Education program students. Prerequisites: An introductory course in Marketing and preferably Market Management.