Students will learn to identify potential markets for entry, develop an international marketing plan, and assess effects of the global environment on marketing strategy. Upon completion of the course students will be able to:
Recognize the complexity of market entry strategies and basic concepts unique to international marketing.
Utilize techniques for analyzing culture, product, pricing, distribution, and promotion strategies in a foreign market.
Locate and utilize key sources of information for conducting international marketing research.
Recognize the importance of international marketing within a socially responsible framework.
Understand branding issues and customer lifetime value in an international context
Global vs. Domestic Marketing
Initiation of Internationalization / Market Selection and Entry Modes
Development of International Competitiveness
Segmentation, Targeting and Positioning Approaches
Global Marketing Research
The International Environment
International Marketing Mix
Branding in an International Context
Customer Lifetime Value