This course is designed to expose students to global business and
its marketing environment with a particular emphasis on the role
and impact of diversity. In an interdependent global economy where
countries rely on one another for sustained growth, international
marketing plays a major part of this increasingly global goods and
services production and delivery system. In view of the fact that
international marketing is a global phenomenon we will therefore
focus on both global businesses as well as the developing and
industrializing nations.
Students need to learn why and how international marketing is planned and executed and especially how it impacts a country's economy and society. International marketing is not simply an extension of domestic marketing but involves the development and implementation of customized approaches to developing and moving products and services across boundaries. By definition this means that international marketing strategies must understand and apply knowledge of diverse identities to develop, offer, and evaluate the success of customized marketing strategies.
Students need to learn why and how international marketing is planned and executed and especially how it impacts a country's economy and society. International marketing is not simply an extension of domestic marketing but involves the development and implementation of customized approaches to developing and moving products and services across boundaries. By definition this means that international marketing strategies must understand and apply knowledge of diverse identities to develop, offer, and evaluate the success of customized marketing strategies.
- Teacher: Tesilimi Lawanson