International Marketing (Section 1)

Discipline: Semester at Sea Seminars
Instructor: Oliphant
Credits: 3
Day: A
Start: 1050
End: 1205
Field Work: Day 1 | Myanmar (Burma) Download Syllabus

The objective of this course is to provide you with a method for analyzing world markets and their respective consumers and environments, and to equip you with the tools needed to develop marketing strategies for an ever-changing global market. We will accomplish this objective through lecture and discussion of relevant concepts, readings from the business press, case analyses of actual global marketing issues, and through an in-depth group research project resulting in a market entry strategy into the foreign country of your choice.

Field Work

Country: Myanmar (Burma)
Day: 1

The purpose of this field lab is to tour a U.S. based company that is doing business in Burma.  We will hear about the unique challenges and opportunities of taking a business model that has proven successful in the United States and transforming it into a business in Burma (Yangon/Rangoon). The field lab will discuss the 4 P’s of marketing along with the basic model of marketing.  The global challenges of language, culture, technology, government, customs, and infrastructure will also be discussed.  After the meeting we will see the stunning Shwedagon Paya, the centrepiece of the city, a gleaming golden stupa visible from all over town. We will then stroll the streets of the Strand or Pansodan St and eat a traditional Burmese lunch.   A visit to a local university (Yangon Institute of Economics) will also be planned with students discussing these topics with local students.