Company survival and growth in the coming years will require a move toward global marketing and its many potential rewards and risks. This course examines the challenge of entering and operating effectively in foreign markets. Decisions must be made regarding international marketing objectives, strategies and policies, foreign market selection, adaptation of products, distribution channels of communications to fit each foreign market, and systems of international marketing organization, information gathering, planning and control. These topics, along with exploration of cultural issues, are examined through reading, case discussion, class presentations and a term project. Marketing reports for major countries will be prepared to offer valuable insights, as well as tips and techniques for marketing products and services in a specific country. 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(s).
Effective Fall 2011, this class will only count towards International Business only
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