Studies challenges facing multinational enterprises as well as smaller firms marketing internationally. Characteristics of these markets and the concepts, techniques and processes used by marketers to reach markets are explored. New marketing approaches uniquely applicable to services are considered as well as the reformulation of traditional marketing principles from consumer and industrial goods marketing. Marketing strategies of a variety of service firms from many service industries are evaluated. 612 In-depth examination of selected issues and problems in marketing.
Specific topics alternate each semester depending on student and faulty interests.