Overview of Course
In this course we will examine how firms create strategies to succeed in diverse economic, cultural, legal, and political environments. We will begin to understand the environmental factors affecting international marketing and its similarities and differences versus domestic marketing. Concepts covered include integrated marketing communications, pricing, distribution management, and product and service strategy. We will examine how successful companies adapt to diversity, change, and challenge, as they compete in a more global market. Ethical dilemmas that are unique to international marketing will be discussed. Throughout the course, you will evaluate and ground international marketing theory in light of your own experience. In addition, global marketing issues of topical interest and related to the voyage ports-of-call will be addressed. In particular, we will take advantage of the fact that we will be exploring both very well-developed markets, as well as less developed or emerging markets, in our analysis and studies.