Company survival and growth in the coming years will require a move toward global marketing with its many potential rewards and risks. This course examines the challenge of entering and operating effectively in foreign markets. Decisions must be made on international marketing objectives, strategies, and policies; foreign market selection; adaptation of products; distribution channels and communications to fit each foreign market; systems of international marketing organization, information gathering, planning and control. These topics will be examined through reading, case discussion, class presentations, and a term project. The term project calls for each student or student team to develop a marketing plan for the successful marketing of a specific product to a specific foreign country chosen by the student.
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