This course provides an introduction to international marketing. We will examine how firms create strategies to succeed in diverse economic, cultural, and political environments. We will begin to understand the environmental factors affecting international marketing and its similarities and differences versus domestic marketing. Concepts covered include integrated marketing communications, pricing, distribution management, and product and service strategy. We will examine how successful companies adapt to diversity, change, and challenge, as they compete in a more global market. Ethical dilemmas that are unique to international marketing will be discussed. Throughout the course, you will evaluate and ground international marketing theory in light of your own experience. In addition, global marketing issues of topical interest and related to the voyage ports-of-call will be addressed. In particular, we will take advantage of the fact that we will be exploring both very well developed markets, such as Japan, and emerging markets such as Namibia, in our analysis and studies.
Field ClassCountry: China
Day: 2 - Hong Kong - Sunday, 8 February
The field lab will take students to the Hong Kong Convention and Exhibition Centre during the Education & Careers Expo. This global trade show targets academic and commercial establishments to recruit students and employees, and for students and job-seekers to gather information on education, career and training around the world. Trade shows such as this one are integral to international marketing, especially in the area of intangibles, such as services. Students will have lunch at a local restaurant. Then we will visit Ivey Business School’s Asia campus, and speak with marketing staff, who are tasked with the global marketing of educational services. Academic Objectives: 1. Understand the role of trade shows in international marketing of services. 2. Understand the role of Hong Kong, as an important connector between mainland China and global markets. 3. Understanding the impact of globalization of services on the higher education market.