Identification of potentially profitable market segments, adjustments in the product or product line, international product management, branding, packaging, and pricing policy in a changing competitive environment. Cross listed as MKTG 7760. Develops ability to design research. Design of research strategy, data collection, use of multivariate statistics, and computer analysis. Elements of research common to all business-research areas.
Many experts consider culture to be the single most important influence in international business.
This class is designed to acquaint students with the concept of culture and the way in which it functions in international business. Culture is defined and explored from various perspectives using examples from cross-cultural negotiations, strategy, market research, advertising, etc. Ph.D. students only. Traces economic, social, and political history of marketing legislation. Students write proposal for a research project to help shape future policy formulation.