This course will provide graduate students with a framework to understand the structure and dynamics of International Marketing in relations to Business Growth, Performance, and Results.
This graduate course will extend students experience in:
- Identifying and evaluating opportunities worldwide,
- Developing and adapting market strategies in relation to specific national market needs or constraints
In addition, this hands-on class intends to develop a deep understanding and practical skills to apply Marketing concepts, analyses, and tools to formulate, develop, and implement an International Marketing plans and initiatives in a globalized business environment heavily influenced by digital, interactive, viral, Web 2.0, Web 3.0, Social Media, and High Tech-Knowledge-Innovation environments.
This course differs from other graduate business courses as it focuses on International Marketing issues in real business organizations. While we cannot avoid discussion and analyses of some issues covered in other courses, we will emphasize this course with an eye on strategy, entrepreneurship, management of knowledge, technology, and innovation.
This course uses case studies from all over the world and includes several best practice readings in high tech, entrepreneurship, management of knowledge, technology, and innovation related to International Marketing. This course studies the scope of International Marketing, the structure of multinational markets, foreign market research, international advertising and promotion, international distribution channels, international product policy and international pricing policy. In addition, the fundamentals of International Marketing Strategies and Consumer Behavior will be addressed paying particular attention to the science of understanding how consumers act, react, think and feel have evolved dramatically in the last decade. Nowadays, consumer behavior has become more a human science than just a branch of marketing.
- Teacher: Luis Rodriguez