International marketing covers the scope and challenges of marketing products around the world, including the dynamic environments of international trade. First, we study ways that cultural environments differ within and between countries and marketplaces. Specifically, we consider the history, geography, culture, global management styles, political environments, and legal environments of global markets. Second, we explore ways to assess global marketing opportunities. Specifically, we use market research and economic development to develop a global vision. Third, we develop global marketing strategies for the marketing mix. Specifically, we consider global aspects of marketing decision-making related to distribution channels and retailing, promotional activities, pricing, and goods and services. Last, we explore ways to implement marketing strategies through international negotiations with customers, partners and regulators. The course project focuses on developing an international marketing plan. In our discussions and project, we will focus on the specific countries visited by Semester at Sea.
*Note: This class is delivered when lunch is served.
Field WorkCountry: Ghana
Date: October 28, 2019
This field class will engage students in the process of using market research and strategy to create social and economic value for a local organization. Prior to the trip, the professor will engage a local organization to learn more about the organization’s growth goals, customer needs, potential market segments, current products/services, revenue streams, and key partners. Throughout the course, students will work in groups to generate new ideas. During our visit and conversations, students will learn more about the organization, how marketing can be a force for positive impact, and discuss international marketing plan recommendations.
1. Appreciate how marketing operates in different countries using the local partner as a specific context.
2. Identify viable marketing models and growth opportunities for a growing international business.
3. Develop a marketing strategy that addresses the specific needs of a customers in different countries.