International Marketing

Catalog description

Introduction to international marketing for business-to-business and business-to-consumer markets. Course will include examination of cultural, legal, social, environmental and economic trends impacting marketing; international marketing research (primary and secondary research methods); the international marketing mix (product, pricing/INCOTERMS, distribution systems, promotion/branding); marketing strategy development, including market entry and penetration; and ethical issues in international marketing. Implications for small and large businesses will be examined in each case.