This course focuses on the special challenges and opportunities that confront the marketer who intends to serve the needs of these organizations. The basic principles utilized in international marketing are the same as those that are utilized in domestic marketing, but differences in application are often subtle and sometimes substantial. This course is designed to equip the student with those aspects of marketing which are unique to international business. Topics include world and foreign economies, cultural dynamics in international markets, political and legal environmental constraints, international marketing intelligence, international marketing institutions and marketing practices abroad. Introductory coverage of various concepts and tools relevant to market information acquisition, analysis, and interpretation.
Primary focus is on decision making in marketing research.
Students are required to complete a term project. A capstone course designed to enhance understanding of managerial marketing activities. A study of the various decisions in channel management, including the nature and types of marketing channels, types of intermediaries, channel conflict, channel design selection, motivation and evaluation of channel members, channel modification decisions and physical distribution decisions. The primary focus is on integrating promotions into a marketing strategy. Basic elements of persuasion and media evaluation are also covered.