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Date Submitted: 10/05/2013 11:34 AM
MARKETING DEPARTMENT
Fall 2013
Course: MK 716 International Marketing
Pre-requisites: BF 504 or PF Module II or GR 523 for MSMA or PF 506
Professor: Dr. Abdi Eshghi
Time and Location: W 5:00-7:20, AAC 260
Office Location: 205 Morison
Phone Number: 891-2288
E-Mail: aeshghi@bentley.edu
Office Hours: W 3:00-5:00 or by appointment
Course Description
Focuses on the decision-making process in marketing products and services across national boundaries. Examines the design and modification of marketing strategies; identifies potential markets; and considers product, promotion, price and distribution decisions within the constraints of a particular cultural, economic and political setting. Studies challenges facing multinational enterprises as well as smaller firms marketing internationally.
Course Overview and Objectives
International marketing’s main job is to create customer value in the global marketplace. This course focuses on how managers evaluate global market opportunities and develop market entry and expansion strategies in order to create customer value internationally. The market entry and expansion strategies entail managing marketing mix elements, i.e., product strategy, distribution methods, pricing and promotion approaches in global markets. The primary challenge is to decide if the marketing mix strategies will be strictly local, global, or adapted from other markets.
Lectures, readings, and case studies will be used to introduce and discuss key concepts in international marketing. Then a computer-based international marketing simulation game, Country Manager, will be used to gain practical experience in applying the concepts learned. The simulation will entail selecting a new international market for entry, establishing a brand presence in that market, and expanding into additional foreign markets.
Course Materials
• Assigned readings and cases are available in a Coursepack through Harvard Business...