International Marketing

Catalog description

This course covers a broad range of topics related to global marketing. The course begins with a review of important market concepts and a discussion of the implications an international setting has on these core concepts. Building on that, the course addresses the challenges that firms face across the different stages of their international expansion efforts, from the initial steps of international firm expansion to the complexity of organizing a truly global marketing effort that orchestrates activities across multiple countries. The course is organized around four topics. First, international marketing in the early stages of firm international expansion. This entails analyzing and understanding the factors in the business environment (e.g., culture, politics, and legal issues) that affect marketing decisions. Second, the role of marketing research for detecting marketing opportunities, specifically as it relates to growth while accounting for differences across markets. A market selection method will be explored during this session and marketing entry strategies will be discussed. Third, explore the dilemma of adaptation vs. standardization. In other words, should a marketing program be customized (adapted) based on differences between specific countries, or should it be standardized across international markets? The fourth and final topic deals with the global marketing program. Specifically, it discusses how to plan, organize, and implement a global marketing operation that orchestrates marketing activities across multiple countries.