|Lecture hours per week||3|
|Lab hours per week|
This course takes students to the global marketplace where opportunities for marketing success are typically much greater than in the domestic environment and where the risks are typically much higher. The first part of the course concentrates on the foundations on which global marketing is built: the forces of globalization, world trading patterns and agreements, economic and regulatory systems, and cultural traditions. The course then examines the opportunities and threats particular to the international environment, and students learn effective strategies for anticipating, and responding to, these opportunities and threats. Students also learn market selection strategies as well as the widening array of options available to marketers for foreign market entry. Finally, the course turns to the strategic application of the marketing mix variables to global real-world marketing situations. Special attention is devoted to the current thinking regarding effective strategies in today’s increasingly complex global business environment.
Throughout the course students gain the knowledge and skills that enable them to develop an international marketing plan. Completion of this plan is a significant component of the course.