May 27, 2024  
2022-2023 Graziadio Academic Catalog 
    
2022-2023 Graziadio Academic Catalog [ARCHIVED CATALOG]

MKTG 683 International Marketing Management (4)


After reviewing the elements of marketing strategy and implementation, this course explores how similarities and differences in the global environment affect those elements. It explores the strategic issues of and tools for assessing potential, segmenting, targeting, and entering global markets. Mechanisms such as countertrade, time sharing, and appropriate technologies are explored as means for prospering in lesser developed economies. It then goes on to consider the implications of standardized versus adaptive approaches for the 4-Ps. Central to the course is the development of sensitivity to the ethical and pragmatic issues in operating across multiple cultures.