International Marketing
Course Description
This course provides an overview of essential skills for the practice of marketing in an international business context. It covers practical applications of marketing including: assessing the external environment; performing strengths-weaknesses-opportunities-threats (SWOT) analysis; conducting international market research; developing a marketing plan and budget; determining the global marketing mix (product, price, placement, and promotional strategies); and conducting competitor analysis. Material is presented in the form of readings, e-lectures, practical applications, and self assessments.
Learning Objectives
After completing this course, students will have covered material included in the marketing section of the North American Small Business International Trade Educators (NASBITE) Certified Global Business Professional (CGBP) examination, including:
- Evaluating the internal and external environment to identify potential marketing threats and opportunities
- Developing and implementing the global marketing plan
- Coordinating the marketing mix of goods and services
Breadth of Assignments
This course uses a variety of methods to explore Global Marketing including: online reading assignments, online e-lectures, web resources provided to support particularly challenging subject matter, self-assessment quizzes, individual activities ranging from Java and Flash-based interactive exercises to writing assignments and real world examples. The course concludes with a comprehensive multiple choice examination modeled after the NASBITE CGBP examination.
Required Resources
No textbook is required for this course; all required reading material is contained within the course or from external websites. A high-speed internet connection is not required but is recommended.
Topic Areas
Topic 1: Evaluating the Internal and External Environment
- Internal and external environments defined
- Public and private data sources to research the internal and external environments
- Major trade agreements
- Product certifications and standards
- Cultural issues related to marketability of goods and services
- Technological infrastructure assessment and impact
- SWOT analysis
- Competitor analysis in a global environment
Topic 2: Developing and Implementing the Global Marketing Plan
- Conducting market research to determine the best potential market
- Selecting products and markets to be targeted
- Developing a strategy to maximize sales and profitability
- Implementing a marketing budget
Topic 3: Coordinating the Marketing Mix
- Providing products and services for the targeted markets
- Implementing, monitoring, and adjusting the company’s global pricing strategies
- Initiating and managing global promotion to support the global marketing plan
- Analyzing and formulating a global distribution strategy for products and services
- Managing global sales activities
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