International Marketing

Catalog description

This course introduces students to the concepts and theories underlying marketing decision making, with an emphasis on the strategic considerations that drive and integrate the marketing mix. We will emphasize the application of marketing principles to a multinational environment by examining the development of marketing carried out by companies overseas or across national borders and analyze traditional and emergent practices in marketing as they relate to the global economy. Students will apply the 4Ps as well as other key marketing concepts such as branding, target marketing, consumer behavior and competitive analysis in the context of introducing product or services globally.