Transnational Marketing

Catalog description

This course examines the importance of international marketing and global sourcing to the economy of the U.S. and other countries and the analysis of characteristics, structure, and competitive forces of inter- national markets. Export and import procedures, production in multiple locations, and transportation challenges are reviewed as well as the roles and responsibilities of export and import managers with emphasis on the problems and practices of managing international marketing activities. Further study assesses the advantages and problems of standardization of marketing programs across several countries, selection of appropri- ate entry strategies, and different aspects of marketing mix management.