The International Marketing course examines a firm’s approach to marketing decisions as influenced by the global environment. We discuss theories and frameworks that can guide a firm conducting international marketing, along with considering the influence culture, political systems, and economic policies have on the effectiveness of the firm’s global marketing efforts. We investigate global market opportunities and the formulation of market entry strategies, as well as the development and implementation of the exporting firm’s international marketing program.
Field WorkCountry: Hawaii, United States
Day: 1 - Tuesday, 12 January
The lab will begin with a visit to the Hawaii Convention Center, where you will hear about how Hawaii is promoted as an international tourist destination. We will then go to Kulaloa Ranch and take the movie tour. The idea is to explore the different ways that Hawaii benefits from its film industry. Upon completion of this field lab, you will write an individual reflection paper describing what you have learned and how it pertains to international marketing. You should also relate to the case study in your paper, and how the field lab enhanced your understanding of film tourism in Hawaii.
1. The idea is to explore the different ways that stakeholders in Hawaii benefits from film and television.
2. A case study will be given to students prior to the lab. Upon completion of this field lab, students will write an individual reflection paper describing what they have learned and how it pertains to international marketing.
3. They will be asked to relate to the case study given to them, and how the field lab enhanced their understanding of Kualoa Ranch’s approach to marketing.