C 210International Marketing

Course Objectives

Be aware of the main issues in international marketing
Understand alternative strategies implemented by global firms

Course Content

Introduction to global marketing
The global economic environment
The global trade environment
Social and cultural environments
The political, legal, and regulatory environments
Global Information systems and market research
Segmentation, targeting, and positioning
Global market entry strategies
Strategic elements of competitive advantage
Product and brand decisions
Pricing decisions
Global marketing channels
Global marketing decisions: advertising and P.R
Global marketing decisions: sales promotion, personal
Selling and new media

Recommeded Text:

Keegan/Green. Global marketing (3rd Editon). Prentice Hall. 1999.

Leo Paul Dana. Global Marketing Co-Operation and Networks. Haworth Press. 2000.

William A. Delphos. International Marketing Resource Guide. DIANE Publishing. 1994.

Syllabus