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Course Description: This course will present an overview of the unique aspects of marketing in the international business environment and provide the framework upon which multinational marketing management can be based. Emphasis will be placed on the role of the international marketing manager in the development of marketing strategies for a variety of markets in diverse cultural, political and economic situations. Focus will be on the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution
Course Objectives: Understand how the basic principles of marketing are applied in a variety of diverse cultural, political, legal and economic environments. Be able to analyze foreign markets to determine their overall export potential
Political Environments Cultural Environments Legal and Regulatory Environments and Organizations
Market and Distribution Channels Consumer Behavior and Decision Making Process Promotion |
Foreign Market Entry Considerations
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