MKT 410 - International Marketing

3 Credit(s)

The global dimensions of marketing activities are emphasized in this course. As such, the course stresses the importance of cultural, political, social, religious, technological, and economic factors in determining how consumer preferences are formed. The conditions for designing successful marketing strategies across diverse markets are studied. Major topics include comparative advantage, the standardization customization debate, currency fluctuations, market entry strategies, nature of business risks in global markets, growth of regional alliances, and manipulating controllable marketing variables on a global scale. The course makes use of case studies to reinforce concepts. A major term paper is required.
Prerequisite(s): MKT 300 and MGT 365.