International MarketingModule Details

This course will introduce students to the main principles and concepts of international marketing and the international marketing environment and provide them with knowledge to link general marketing theory to the international focus and its application. The students will be able to distinguish the difference between local/national versus international/global marketing and to be able to identify explicit environmental differences across markets and explain how new technologies have changed the way we market globally. Moreover, the students will acquire all the necessary knowledge to describe and demonstrate the marketing processes and strategies that firms utilize when marketing their products in foreign countries.           

At the end of the course students will be expected to:

1) Outline the main characteristics and major dimensions of the international marketing Environment.

2) Apply the basic principles and concepts of international marketing and the international environment.

3) Utilize global information systems to conduct market research internationally.

4) Describe and demonstrate the marketing processes related to segmentation, targeting, positioning for products marketed in foreign countries.

5) Understand the forces affecting importing, exporting and sourcing decisions.

6) Evaluate and implement various global market entry strategies.

7) Design marketing mix for global companies differentiated by industries, company types, competitive levels and levels of economic development.

8) Explain the cultural and ethical issues faced by global marketer.