INTL 602 - International Marketing

Together we examine different stages of international expansion efforts from market selection to global marketing management. Building on core courses in marketing and international business, this course examines the types of decisions that marketing managers make with a focus on four stages: 1. Analyzing business environments with an eye toward market selection, 2. Engaging in market research to detect opportunities and avoid pitfalls in international expansion, 3. Balancing the need to adapt and standardize marketing initiatives across markets, 4. Managing global marketing efforts to plan, organize, and control operations to achieve success. Special emphasis is placed on the impact of cultural values and political systems on how marketing is conducted how business transactions occur. The course is taught in a seminar-style with emphasis on application and case methods. The class lecture sections are intended to explain and discuss major issues related to specified topics rather than examine specific content of readings. Students are expected to engage in class and case discussions with an active partition in problem-solving exercises.

Concentrations - International Business / Marketing

Credits: 3