International Marketing is designed to provide students with an understanding of marketing concepts, theories, and principles that organizations need to excel in a dynamically shifting global marketplace. In this class, we will critically examine issues that impact development for everyone from small grassroots start-ups in emerging markets, local/regional organizations in various states of growth, global nonprofits and social enterprises, to multinational corporations leading the way in the global markets. The course is structured to examine two major components that drive international marketing strategies. First, we will explore the macro-environmental factors at play including the political, economic, cultural, and demographic differences that drive both organizational and country-based goals and objectives. Secondly, we will explore the micro-environmental factors such as trade policies and laws that support (or hinder) the development and expansion of a country’s economy and embracing of the concepts of International Business. Included in these discussions will be the global expansion of traditional marketing concepts such as market research, supply chain and channel management, products and services, promotions, and pricing. A specific emphasis will be placed on building marketing strategies for organizations in the specific countries visited by Semester at Sea.
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