The International Marketing course will provide students with an understanding of international
similarities and differences in marketing structures, functions and processes as related to the
socio-economic and cultural environment and a consideration of the opportunities and problems
of international marketing. It is designed to be a comprehensive course embodying lectures, a
lot of class discussion, field assignments in Finland, and case studies from Russia, Portugal, and
Spain. The course will have as its objectives to:
1) Develop skill and knowledge to understand, interpret, and analyze modern international
marketing strategies and practices;
2) Build a strong foundation for critical thinking in the area of international marketing;
3) Investigate and report on leading international marketing issues, practices, and ideas.
4) Analyze current international trends and developments, similarities and differences, and
convergences and divergences among trade systems – as related to cultural, political,
religious, social, economic, and global variables and influences.
5) All of the above objectives will be accomplished by comparing the marketing
environment of several of the countries been visited in this voyage (i.e., Portugal, Spain,
Russia, Finland, and Poland).
Field WorkCountry: Portugal
Day: 4 - Lisbon, Tuesday, 24 June
In Lisbon, Portugal, students will have the opportunity to visit Portuguese companies (e.g., Logoplaste, http://www.logoplaste.com; Nutrigreen http://www.nutrigree.pt) with operations in foreign markets and meet with Foreign Trade Commissioners operating in Portugal. Field Lab Group Project In this class, you, as part of a team of 4 to 5 students, are required to develop a marketing plan including a thorough market assessment (country level) for the purpose of exploring market opportunities in Portugal for a specific company/product of your choice. The project is comprised of three parts: Part I is a cultural analysis; Part II is an economic analysis; and Part III is a market analysis. You are required to incorporate in this project the information you learned in the Field Lab trip in Portugal Academic Objectives: 1. Understand the current international trends and developments, similarities and differences, and convergences and divergences among trade systems – as related to cultural, political, religious, social, economic, and global variables and influences. 2. Understand the major struggles a Portuguese company faces when expanding internationally 3. Understand the major opportunities Portuguese companies are trying to pursue when expanding internationally