Marketing 452

MKTG 452: International Marketing

Prerequisites: Junior standing and MKTG 340 or permission of instructor

Credit Hours: (3)

The study of global marketing strategies with emphasis on adjusting plans and techniques to achieve marketing success in different countries, cultures, and around the world. Case studies and international trade study reports may be used.

Note(s): Applied Learning designated course.


Detailed Description of Content of the Course

As more and more companies seek opportunities beyond their national borders, the need for business people who are trained and competent in performing the global marketing task (including foreign market-entry planning, exporting, local marketing abroad, and managing global marketing operations) increases. This course helps students learn the concepts, theories, principles, strategies, processes and practices which are essential to achieve international marketing success. Topics included are:

(1) The new global marketing environment and the global marketer’s three roles.
(2) Theoretical foundations, country-specific advantages, and firm-specific advantages.
(3) Cultures, managerial styles, and negotiations across cultures.
(4) Evaluating country attractiveness and forecasting country sales.
(5) Export expansion, licensing, strategic alliances, and foreign direct investment.
(6) Local marketing in mature markets, new growth markets, and emerging markets.
(7) Global market segmentation, targeting, and positioning.
(8) Global product, pricing, promotion, and distribution.
Detailed Description of Conduct of the Course

The course will use an International Marketing text and include several instructional methods. Lecture and discussion will be the course foundation. Learning activities may include brief reports on current developments in international marketing, writing assignments, oral project presentations. Videos and guest speakers may also be used.
Goals and Objectives of the Course

Having completed the course successfully the student will be able to:

(1) Explain how international marketing differs from domestic marketing, and what the global marketing manager’s three roles are.
(2) Discuss the globalization of markets, production and R&D, and how to do business successfully across cultures.
(3) Conduct research to evaluate individual country-market’s attractiveness for possible foreign market entry.
(4) Analyze marketing opportunities in mature markets, new growth markets, and emerging markets.
(5) Formulate marketing strategies for entering global markets.
Assessment Measures

Multiple measures will be used. Measures may include in-class written examinations, written and oral reports, and/or team-based term projects.
Other Course Information

Students are required to do extensive research using various publications in order to complete their term projects.
Review and Approval

10-18-04, reviewed and approved by the Dept. of Management and Marketing faculty

April 13, 2012 Revised

March 01, 2021