International Marketing

Aims of the course

This course is designed to provide you with a framework within which global marketing operations can be analyzed, understood, and undertaken. It focuses on the issues faced by firms in today’s multinational marketplace, particularly those that relate to marketing strategy formulation and implementation. We will recognize in this course that most business issues addressed in the multinational context are similar to those firms implicitly or explicitly face in their domestic operations.

The main differences between domestic and multinational operations are usually matters of degree, variation, and complexity of controllable (i.e., marketing mix elements, management issues) and uncontrollable forces (i.e., aspects of the national and cultural environments that exist around the world).

Course syllabus

Theoretical Foundations of
Global Marketing
Market Opportunity Analysis:
Researching Country Attractiveness, Choosing the Market
Foreign Entry Modes
Buyer Behavior
Segmentation Strategies
Product Positioning
Global Products, Services and Branding
Global Distribution
Global Marketing Communications

Course director(s)