International Marketing in Business (DBA770)


Course Memo

This course will present and explore principles of global and multi-national marketing. It will focus on models and condition for leveraging a company's assets, experience and products globally and adapting to what is truly unique and different in each country. Additional emphasis will be placed on how differences in national values, customs, language, and buying patterns can be incorporated into effective marketing and sales strategies. It will also discuss building unified global communication strategies for attracting similar customers regardless of the geographic areas in which they are located. At the conclusion of this course the student will be able to: 1) Understand and apply different models and approaches to global and multi-national marketing 2) Recognize and apply differences across nations and cultures in an integrated marketing strategy and 3) Build and manage global communication strategies using current and emerging electronic technologies