NBA 6250 - International Marketing

Fall. 1.5 credits.

Recommended prerequisite: background in core marketing.

J. Russo.

International Marketing is the application of marketing concepts, skills, and tools in global markets. Students learn to think like marketing executives with an established or desired presence in multiple foreign markets. These executives face three categories of decisions: foreign entry (whether and where), adaptation to local markets (including subtle cultural challenges), and strategic coordination across multiple countries. Specific issues include the best choice among alternative modes of entry into a foreign market, how to identify and analyze the common challenges and opportunities of a foreign market, and the trade-off between localized marketing activities and coordinated multinational offerings.