International Marketing (Section 2)

3500-502:
Discipline: Semester at Sea Seminars
Instructor: Hudson
Credits: 3



Field Work: Day 2 - Friday, 5 February | China Download Syllabus

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 Work

Country: China
Day: 2 - Friday, 5 February

The lab will begin with a visit to Hong Kong Polytechnic where you will meet students and faculty from that institution. We will then move on to Ocean Park. This Chinese amusement park opened in 1977 and includes rides, animal exhibits, observatories, laboratories, and an education department. During this visit, students will learn about Ocean Park’s marketing strategies and how the park differentiates itself from the competition. Upon completion of this field lab, you will write an individual reflection paper describing what you have learned and how it pertains to international marketing. You should also relate to the HBR case study in your paper, and how the field lab enhanced your understanding of Ocean Park’s approach to marketing.

Academic Objectives:
1. During this visit, students will learn about Ocean Park’s marketing strategies and how the park differentiates itself from the competition.
2. Upon completion of this field lab, students will write an individual reflection paper describing what they have learned and how it pertains to international marketing.
3. They will be asked to relate to the HBR case study given to them in their paper, and how the field lab enhanced their understanding of Ocean Park’s approach to marketing.