PURPOSE, DESCRIPTION AND METHODOLOGY OF THE COURSE
To analyze the environment variables that influence international marketing.
To consider the strategies and tactics that can lead to successful international marketing given those environmental constraints.
To discuss the more typical management decisions and problems faced, highlighting those peculiar to the international arena.
To look at how managers perform the functional tasks that constitute international marketing such as marketing intelligence and "mix" adaptations.
To review how the separate functional tasks leading to the implementation of an effective international marketing plan.
After an introduction aimed at providing the minimum theoretical knowledge needed, classes are intended to be practical, relying basically on the case method. Classes will consist of a lecture by the instructor, to be followed by a discussion of the main topics and the assigned case.
Participants are required to read the materials related to the class and to prepare cases prior to coming to class. Main points about the materials and all doubts brought up by the students will be addressed by the instructor during the class. Credit will only be given to cases turned in before they are discussed in class.
Class Participation 20%
Final Exam 50%
OUTLINE OF THE COURSE
1: Global Marketing
2: International Environment.
3: International Country Analysis.
4: International Market Entry.
5: Product Decisions.
6: Pricing Decisions.
7: Distribution in Foreign Markets.
8: International Promotion & Advertising.
9: Guidelines for Establishing a Marketing Plan in a Foreign Country.
10: Overall review. Final Exam