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May 12, 2024
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MKTG 421 International MarketingCredit 3
The focus is on company survival and growth in developed and emerging markets. This course examines the challenge of entering and operating effectively in foreign markets. Decisions must be made regarding international marketing objectives, strategies and policies, foreign market selection and entry, adaptation and customization of products, distribution channel design and communication programs to fit each foreign market. International marketing organization, international marketing research, planning and control are discussed. Student projects will explore and demonstrate understanding of cultural and language issues through readings, case discussion, class presentations and a term project. Techniques for communicating and marketing products and services in a specific country that accommodate cultural differences are emphasized. Prerequisite(s): MKTG 308 with a grade of ‘C’ or better.
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