This course has been designed so students can increase their knowledge of the cognitive processing of country of origin cues by refining the concept of country image and investigating its role in product evaluations. Design/methodology/approach - the country image is a three-dimensional concept consisting of cognitive and affective components.
1- International Strategies
1.1 Why Companies Expand into Foreign Markets
1.2 Cross-Country Differences
1.3 The Competitive Environment: Multi-country or Global Competition?
1.4 Pursuing Competitive Advantage by Competing Multinationally
1.5 Profit Sanctuaries, Cross-Market Subsidization, and Global Offensives
1.6 Strategic Alliances and Joint Ventures with Foreign Partners
1.7 Competing in Emerging Foreign Markets
2- International Marketing and the International Environment
2.1 Cultural environment
2.2 Economic and socio-political environments
3- International Marketing Strategy
3.1 The analysis and selection of foreign markets.
3.2 Foreign entry modes: export, contractual arrangements, and FDI.
3.3 The 4 P’s and international marketing: product, price, place, and promotion policies management at the international level.