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: Trinidad and Tobago
Day: 1 - Thursday, 26 November
During International Marketing’s field lab in Trinidad, we will visit with Associated Brands Industries Limited (ABIL), a leading Caribbean manufacturer and distributor of snack foods, chocolate confectionery, biscuits and breakfast cereals selling in over 20 countries. Management has extensive experience marketing their products around the world and ABIL’s marketing strategy is aimed at achieving growth via market penetration, market expansion and product diversification. ABIL Executives will meet with us to discuss the challenges and opportunities they have encountered when conducting their international marketing activities in the Caribbean and worldwide. 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 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 Trinidad and the Caribbean 3. Identify the impact of international brands on local consumers by documenting the various brands by industry