This course explores strategic marketing from a global point of view. This implies the need to learn how to enter markets and to challenge competitors. Topics include identifying and satisfying customer needs and wants around the world, with attention given to cultural diversity and the international environment of business, the continuing development of trading blocs and trade agreements, and the impact they have on access to foreign markets. Opportunities presented by both developed and emerging markets, and the threats that businesses face in times of economic change and political crisis will be evaluated.
Field WorkCountry: India
Date: March 1, 2017
The demand for yoga as an exercise and a philosophy has burgeoned in the west. Yoga studios of various sorts are opening rapidly across the United States. Some are faddish, some are traditional – neither extreme determines success or failure. Students will be briefed on board by a yogi who will do a yoga demonstration and lead a class, explaining the philosophy of traditional yoga. Students will visit a temple to experience the spiritual nature of Hinduism in order to better understand the ancient origins of yoga. They will visit a yoga center/ashram. They will visit the largest shopping mall in India (LuLu International Shopping Mall) to investigate sports wear. Students will take note of the depth of philosophy versus exercise that they encounter, as well as the accoutrements such as yoga mats and other props and clothing that is worn, since these elements are significant in the western adoption of yoga. A debrief will ensue on board.
1. To see how other cultures influence American marketing and vice versa…to see the influence that American marketing has on developing markets (Cultural Exchange vs Cultural Appropriation and Exploitation)
2. To learn the extent of the sports/athletic retail industry in India
3. To consider how widespread cultural exchange is in other industries, the products it spawns, and the marketing techniques needed to manage this exchange