Course Description:     Emphasis is on the strategic implications of competition in the markets of different countries. An environmental/cultural approach to international marketing permits a truly global orientation. The student's horizons are not limited to any specific nation or to the particular ways of doing business in a single country.

Course Objectives:      This course provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any country or global region. The course is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside their home country and to raise the student's consciousness about the importance of viewing international marketing management strategies from a global perspective. 

Topics in the course include:

  • The scope and challenge of international marketing
  • The dynamics of international business
  • Geography and history: The foundations of cultural understanding
  • Cultural dynamics in international marketing
  • Business customs and practices in international marketing
  • The international political and legal environment
  • Researching international markets
  • Emerging markets and market behavior 
  • Multinational market regions and market groups
  • International marketing strategies
  • Exporting, managing and logistics
  • Developing consumer products for international markets
  • Marketing products and services 
  • The international distribution system
  • International advertising, promotion, and personal selling
  • Pricing for international markets
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International Misconceptions of Americans
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International Marketing Mix