International Marketing

3 credits

This course concentrates on the principles associated with conducting business and implementing marketing strategies across national and cross-cultural boundaries. It teaches how to use environmental scanning and international marketing research to evaluate foreign country opportunities and plan market entry. Strategic importance of segmentation, targeting and positioning is considered. Strategic standardization versus adaptation decisions are explored for “4 P’s” (product, pricing, distribution, and promotion). ***Prerequisite: BUS 31x course or BUS 374AA-ZZ*** *Note: Students may not receive credit for both BUS 415 and ADMN 415*