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Navigating International Markets: Strategies for Global Success

This course aims to equip students with the knowledge and skills necessary to enter and succeed in international markets. Key objectives include understanding the global business environment and its impact on marketing strategies, as well as developing management skills for planning and expansion in global contexts. Students will engage with readings from sources like The Wall Street Journal and The Economist, participate in quizzes, assignments, and presentations, and work on a global marketing plan in teams.

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Navigating International Markets: Strategies for Global Success

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  1. OBJECTIVES To understand the complexities of entering and succeeding in international markets.

  2. SUB-GOALS • To understand the global business environment. • To understand the impact of the environment on global marketing strategies/programs. • To gain management skills for planning and expanding activities in global markets.

  3. READINGS REQUIRED: The Wall Street Journal SUGGESTED: Any book on International Marketing Magazines like “The Economist” SOURCES OF DATA/INFO: ww.mcob.usouthal.edu/mmenon/im/infosources.html www.oneonta.edu/~libweb/subject/intbus.html

  4. GRADING • QUIZZES (FOUR) 600 • ASSIGNMENT 250 • PRESENTATION 50 • PARTICIPATION 100 A >93 A- 90-93 B+ 87-89 B 84-86 B- 80-83 C+ 77-79 C 74-76 C- 70-73

  5. ASSIGNMENT A Global Marketing Plan • form a team (3 persons) • select a country (get approval) • select a product (get approval) • do an industry (OT) & company analysis (SW) • select target, define positioning • select entry mode • develop the 4 Ps in detail There will be a formal presentation in class

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