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Home > France > Paris > Programs > Program Overview > Course Requirements > Course Description
Marketing 350: International Marketing
The American Business School in Paris
Paris, France
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Level(s) |
Instruction in |
Credits |
Contact Hours |
Prerequisites |
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Marketing
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300
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English
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3
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45
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Marketing 210 (Principles of Marketing) or equivalent
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The main emphasis of the course will be on practical experience
through the development of a well-conceived international marketing
plan. You will develop an understanding of the tools and techniques
used in the marketing of goods and services on a global basis and gain
experience in formulating international marketing policies.
The student will gain a working knowledge of international
marketing terms and concepts. He/she will develop a managerial
viewpoint of marketing decision making and gain a basic knowledge of
the global environment. The course will attempt to sharpen your
analytical and critical skills through case studies and the regular
reading and analyzing of current events.
INSTRUCTIONAL METHODOLOGY:
The
course is developed through lectures, discussion and group/individual
presentations of case studies. Students are expected to thoroughly read
text materials and participate in class discussion.
Will be covered in class:
- Introduction: The International Marketing Plan
- Internationalizing the firm; Strategic options; the sociocultural environment
- Public policy environment; Creating a competitive advantage
- Global, regional & emerging markets
- International markets & customers; Analysis of international competitors
- Entering international markets; Exporting as a strategy
- Competitive alliances; Entering markets through foreign direct investment
- Consumer products firm; the services firm
- International distribution; Selling & negotiating
- Managing international marketing operations
TEXT:
Global Marketing Essentials, Keegan & Green, Prentice-Hall, 6th Edition, 2010
EVALUATION:
The
final grade will be made up of a class participation, articles and case
studies handed in, a mid-term test, and the final examination.
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