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: Mauritius
Day: 1 - Wednesday, 9 March
The lab will begin with a visit to the University of Mauritius where you will meet students and faculty from that institution, and listen to a presentation on Destination Marketing from the Director of Tourism Authority, Mr Sen Ramsamy. After a tour of the university, we will then have lunch at the Opium Restaurant. We will then proceed to a back-of-the-house tour of a local resort. The idea of the lab is to understand more about the tourism & hospitality sector on the island, and explore the different ways that Mauritius promotes itself as an international tourism destination.
1. To understand how the tourism/hospitality industry in Mauritius is recovering from the economic crisis.
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 and the assigned paper on Mauritius.
3. In addition to reflecting on the hotel visit, they will be asked to reflect on the visit to the country in general.