Restricted to students in the Honors Program working on an Honors degree. Open to undergraduate and graduate students. Concepts and terminology of marketing. Students adopt a consumer orientation and focus on assessing and planning for political, economic, and technological environments. Upper-division or graduate status.
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. Qualitative data collection methods including individual and group in-depth interviews and observation, as well as ways to interpret, present, and enhance the trustworthiness of qualitative research. Marketing strategy and tactics. Marketing objectives and policies analyzed in terms of their impact on the adjustment of the firm to competitive, social, and regulatory pressures.