International Marketing 01

Description

This course introduces students to a systematic treatment of marketing on an international and global scale. The concepts relevant to international marketers are described. The course is developed along two basic dimensions—the cultural environment of international/global marketing and the management of international/global marketing operations. The emphasis is on the strategic implications of marketing in different cultures. In this course, students will: 1) Understand the challenges confronting international marketing management of companies. 2) Know and develop a critical evaluation of external factors influencing the decision-making activities of international marketing managers. 3) Analyze an international marketing decision, considering ways of accessing foreign markets, the degree of centralization or decentralization of decision-making, and the degree of appropriate standardization or adaptation of marketing decisions. 4) Prepare and present an international marketing campaign proposal including analysis of the environment, the proposed strategy, the marketing mix, and procedures for control and monitoring of anticipated results.