International Business

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...