INTERNATIONAL MARKETING

This course examines the opportunities and challenges associated with global marketing. The impact on marketing of the cultural, economic, political, and technological environments in different countries will be discussed. The relationship between global marketing and global business strategy will be reviewed. Strategies and tactics for developing each of the four "P's" internationally and globally will be examined, including developing: • Product, service, and branding policies, • Advertising, promotion, and communications plans, • Channels of distributions • Pricing policies in the global context. Approaches for deciding the extent to which marketing should be globalized versus localized will be explored. This course will examine key considerations in marketing both globally and in each of the major regions of the world.