Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. International or global marketing is extending these processes to “foreign” markets. International marketing has become a major area of expertise for managers since the business world has become more global and companies in Western countries are facing increased competition and pressure in their “home” markets.
This course covers the core issues small- and medium sized companies face when entering international markets and how these issues can be solved applying international marketing research. Compared with resource-rich large-sized firms, most SME’s lack the capabilities of entering international markets. Hence, the complexities of global operations become considerably more challenging and difficult.
Upon successful completion of this course, students will be able to make
- evaluate core concepts of marketing in different markets,
- understand the segmentation, targeting, and positioning process in international markets,
- design an international market research study,
- decide why, when and how to enter foreign markets, and
- develop an international marketing plan.
Students may miss up to 2 sessions. However, they will not be able to collect contribution points for the respective sessions missed.
A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:
• Guest Speaker(s)
• Class Participation
• Individual Assignment
• Group Assignment
• Case Studies
• Online Quizzes
Grades are distributed as follows:
- Class Attendance and Participation (10%)
- Group Assignment (50 %)
- Online Quizzes (40 %)