Advanced International Marketing –

mkt562

(3 credits)

This course prepares students to develop and manage a marketing strategy in an international business environment. Students evaluate case studies of previous product launches and current research to create a launch strategy for a specific country. Topics include distribution systems, socio-cultural perspectives, business customs, product and service adaptations, and pricing issues.
This graduate-level course is 6 weeks. This course is available as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

Fundamentals of global marketing

  • Identify the components of a global marketing venture.
  • Evaluate the competitive environment using Porter’s Five Forces model.
  • Explain cultural factors that impact the global marketplace.

Processes of market entry and global expansion

  • Evaluate a market based on country attractiveness and environmental factors.
  • Evaluate the four principal modes of global entry and expansion for an organization.
  • Develop an optimal global entry strategy for an organization.

Establishing a global presence in foreign countries

  • Identify the factors influencing local and foreign buyer behavior.
  • Compare mature global markets, new growth markets, and newly industrialized economies.
  • Determine global marketing implementation strategies for an organization.

Integrating the global networks

  • Apply positioning, segmentation, and targeting strategies to the global entry process.
  • Determine methods of standardizing global products.
  • Explain methods of integrating a global brand to local and foreign markets.

Considering global management concepts

  • Evaluate the management of global products for an organization.
  • Determine product price based on key marketing components (competition, price quality relationships, stage of the product lifecycle).
  • Evaluate channels of distribution available to deliver a product to the global marketplace.

Advanced forms of managing a global market

  • Determine methods of creating global presence and visibility in advertising campaigns.
  • Select appropriate promotional tools to promote the product in the global marketplace.
  • Create a global marketing plan for an organization.

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