As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Emphasis is on the strategic implications of competition in the markets of different countries.
An environmental/cultural approach to international marketing permits a truly global orientation. The student’s horizons are not limited to any specific nation or to the particular ways of doing business in a single country.
Instead, this course provides an approach and framework for identifying and analysing the important cultural and environmental uniqueness of any country or global region. The course is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside their home country and to raise the student’s consciousness about the importance of viewing international marketing management strategies from a global perspective.