Making a company competitive in the international market requires a thorough understanding of the mechanisms related to creating and implementing appropriate marketing plans and strategies. This course will concentrate on the problems associated with conducting business in a foreign market; beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers.
How should a company, large or small, approach an export market? How significant are the cultural differences and how will these differences affect the selection of a marketing strategy? What is the influence of physical, competitive, economic, political and legal foreign environments and how should one study them? Finally, this course covers the integration of the societal dimensions of diversity, environmental concerns, ethics, and economic transformation.
As an advanced level marketing course, this course builds on principles of marketing that will be studied throughout the entire program.