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. This course uses reading, cases, guest speaker, and a project to examine the impact of the Internet and related digital technologies on marketing and business. Specifically, it covers the marketing implication of information intensive sproducts and services, business models for the information economy, and use of the Internet to perform marketing functions. 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.