This course provides an introduction to international marketing. We will examine how firms create strategies to succeed in diverse economic, cultural, and political environments. We will begin to understand the environmental factors affecting international marketing and its similarities and differences versus domestic marketing. Concepts covered include integrated marketing communications, pricing, distribution management, and product and service strategy. We will examine how successful companies adapt to diversity, change, and challenge, as they compete in a more global market. Ethical dilemmas that are unique to international marketing will be discussed. Throughout the course, you will evaluate and ground international marketing theory in light of your own experience. In addition, global marketing issues of topical interest and related to the voyage ports-of-call will be addressed. In particular, we will take advantage of the fact that we will be exploring both very well developed markets, such as Japan, and emerging markets such as Namibia, in our analysis and studies.
Field WorkCountry: Morocco
Day: 1 - Sunday, 19 April
This field lab will introduce participants to three retail locations in Casablanca: an established department store, an open-air market, and a new architecturally-designed mall.. The goal is to observe and document retail target marketing and practices: this is NOT a shopping trip! The department store concept was introduced into Morocco in the late 1970s with a flagship store in Casablanca, Alpha 55, where fixed prices were first adopted. This replaced traditional haggling, which is still the norm in Morocco as we will see in the open-air market, our second site visit. At the open-air market, we will see an incredible variety of products for sale, including gray market items, which may be counterfeit or sold illegally. This market environment, almost a free-for-all, is very different from the formal atmosphere of the department store. Next we will visit a new mall, Anfa Place. We will have lunch and hear a presentation from a local retailing expert about Morocco retailing and its relationship with international markets. Academic Objectives: 1. Understand the role of retailing in international marketing. 2. Understand the role of Morocco, and Africa more broadly, in international marketing. 3. Understanding the diversity of various forms of retailing, with strategic considerations of each.