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8. Marketing in a global context

The products and services for businesses and individual consumers are increasingly originating in foreign countries. These products and services are in the markets largely as a result of the actions of international marketing. For many businesses to be competitive in the future, they must be in these international markets. Becoming involved in international markets is a significant challenge as the procedures and strategies of marketing in these foreign markets frequently are dramatically different than those that have been successful in the domestic markets. It is imperative that we understand these challenges but also the opportunities that appropriate and creative marketing strategies can present.

The main objective of this course is to provide each participant with understanding of the theories, language, and practices of international marketing. Through the reading material, assignments and cases, the course is to make participant aware of cultural differences that can affect marketing strategies; to expand participants’ knowledge of marketing strategies and practices in other countries; to give them expertise in marketing in at least one other country; and to make them aware of current international marketing activities.