MKTG 452
INTERNATIONAL MARKETING
- Catalog Entry
MKTG 452. International Marketing
Three hours lecture (3).
Prerequisites: MKTG 340 or permission of instructor
The study of global marketing strategies with emphasis on adjusting plans and techniques to accommodate marketing in different cultures. Case studies and computer applications may be used.
- Detailed Description of Content of the Course
International Marketing addresses global issues and describes concepts relevant to international marketing. An environmental and cultural approach to international marketing is used with emphasis on the strategic implication of marketing in different country cultures. Marketing management techniques and adjustments necessary to accommodate cultural differences are discussed. Topics included are:
(1) An International Marketing overview which describes the scope and challenge of global marketing environment.
(2) The Global Marketing Environment. This explains world trade, balance of payments, and trade restrictions.
(3) The cultural environment and dynamics of global markets. This includes geography, economic growth, resources, nature, world trade routes and an historical perspective of global marketing.
(4) Doing business in global markets. This discusses adaptation, modes of doing business, and business ethics.
(5) The political and legal environment. This provides details of the influence and risks of government intervention through political and legal actions, how to assess political and economic risk and reduce vulnerability, legal systems, jurisdiction in legal disputes and how to resolve disputes, and application of U.S. laws in host countries.
(6) Marketing in a developing country. This explains cultural dynamics in assessing global markets and discusses customs and practices in global marketing.
(7) Multinational market regions and groups. This describes the Americas, Africa, Asian Pacific Rim, Europe and the Middle East and strategic marketing implications.
(8) Global marketing management. This discusses planning and organizing for global marketing and market entry strategies, researching global markets, marketing consumer products, industrial products and business services, international distribution systems, global marketing promotion, advertising, personal selling and pricing for international markets.
- Detailed Description of Conduct of the Course
The course will use an International Marketing text and include several instructional methods and techniques. Lecture and discussion will be the course foundation. Learning activities may include case preparation and presentation and an international marketing planning project. Videotapes focusing on learning about culture and marketing in various foreign countries and guest speakers, such as a banker experienced in dealing with international financial transactions, may also be used.
- Goals and Objectives of the Course
Having completed the course successfully the student will be able to:
(1) have a global awareness and a foundation for global marketing.
(2) understand the scope of global marketing and the global market environment.
(3) explain global marketing concepts and apply international marketing principles and practices.
(4) analyze and assess global markets.
(5) prepare plans for entering global markets to include market entry strategies.
- Assessment Measures
Multiple measures will be used. Measures may include in-class written examinations, written and oral case studies, and team-based term projects.
- Other Course Information
Students are required to do extensive research using various publications in order to complete their case projects and international marketing plans.
- Review and Approval
DATE ACTION APPROVED BY
10-18-04, reviewed and approved by the Dept. of Management and Marketing faculty |