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: Turkey
Day: 2 - Wednesday, 30 September
During International Marketing’s field lab in Istanbul, we will visit with Lowe Istanbul, one of Turkey’s top 10 agencies for over 30 years. The firm uses contemporary and innovative ideas to help build value for their customer’s brands. The CEO and her staff will meet with us to discuss challenges and opportunities firms encounter when conducting international marketing activities in Turkey. In the afternoon, student teams will quantify the impact of international brands on local consumers by documenting the various brands by industry available in the marketplace via a team based scavenger hunt. Academic objectives: 1. Recognize the impact of international trade on global marketing efforts 2. Learn firsthand from executives about the challenges and opportunities firms encounter when conducting international marketing activities in Turkey 3. Identify the impact of international brands on local consumers by documenting the various brands by industry