The study of marketing and international business from a broad conceptual viewpoint, incorporating the marketing concept into the framework of the world market place. The student is assumed to have a fundamental understanding of marketing principles.
Emphasis is placed on export management and implementation of international marketing plans.
Familiarity with the problems and perspectives of marketing across national boundaries and within foreign countries. Insights into environmental perspectives of doing business outside the home country. Analytical ability to make marketing decisions facing all firms. Knowledge of tools and practices for structuring and controlling marketing programs related to overseas business. These objectives will be accomplished through review and discussion of text material, business cases and supplementary readings.