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| International Marketing |
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In today's global business environment, "marketing" is no longer a single company department that manages advertising and sales in the domestic environment. International marketing deals with the entire process of analyzing and entering markets, adapting the product-service mix to different cultural environments, establishing profitable positions, and building loyal customer relationships. The goal of this course is to analyze in depth the process of marketing products and services on an international basis by discussing the major challenges and opportunities that global marketers face in the new millennium. Emphasis is placed on the competitive environment in which global business operates, and global trends facing today's modern marketing managers. The course pedagogy centers on short lectures that cover basic theories of international marketing practices, and the consideration of how the global business environment affects marketing decisions via discussion and analysis of company case studies. Through team projects and individual assignments, students will investigate and analyze international marketing activities of specific companies, and make individual and group presentations on their findings.
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