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: Spain
Day: 5 - Monday, 19 October
During International Marketing’s field lab in Barcelona, we will visit with Edelman – Barcelona, an award winning agency. Edelman Barcelona, shaped by its Spanish, Moorish and Mediterranean roots offers clients the ability to connect with audiences across Europe, and for international businesses targeting Spanish markets. Edelman Barcelona offers a wide range of services, including consumer marketing, and corporate communications for their clients. The Deputy General Manager and his staff will meet with us to discuss challenges and opportunities firms encounter when conducting international marketing activities in Spain. 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 Spain 3. Identify the impact of international brands on local consumers by documenting the various brands by industry