COMM 469 - International Marketing

This course provides a practical overview of the key elements of international marketing and issues businesses face when entering and operating in foreign markets. The course is designed to provide students with an opportunity to synthesize and apply existing marketing knowledge. Lectures will be augmented with readings, videos, cases and practical assignments to highlight the key topic areas. A high level of class participation is expected to ensure maximum learning and sharing of experience. A major group project will involve developing a marketing strategy for a business expanding into an international market.

Summary of Course Content:
Part I: Overview and the External Environment

  • The Global Economic Environment
  • Social / Cultural Environment
  • Political, Legal and Regulatory Environment

Part II: Assessing Opportunities

  • Global Marketing Research
  • Segmentation, Targeting and Positioning

Part III: International Marketing Strategy

  • Global Entry Strategies
  • Product Strategy
  • Pricing Strategy
  • Distribution Strategy
  • Advertising Strategy and IMC.

Learning objectives

Upon successful completion of this course, students will:

  • have an understanding of the external issues affecting international marketing activities including the economic, social/cultural and political/legal environments.
  • be able to identify and assess global marketing opportunities in the international marketplace.
  • have experience in developing international marketing strategies.
  • be able to understand the process of implementing global marketing strategies and adapting marketing activities to specific market needs.

Prerequisite: One of COMM 296, COMM 396.

Course credits:
3

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