The course will provide students with a complete understanding of the mechanisms regulating international marketing. The course summarizes the major decisions that international marketing management has to face, in its attempt to harmonize the objective and resources of the companies, with the opportunities in the international environment. The course investigates the issues and challenges in accessing new markets and deal with different cultures. It also explores the methods of analyzing market demand, competition, costs, distribution structure, and other factors influencing marketing management decisions in foreign countries. As part of the course, students have to accomplish a group project and they are requested to propose an original business idea and to design a marketing strategy for the short-term and long-term growth of the business. 

Cultural dynamics in assessing global management style and business systems, global vision through marketing research, international marketing plan, 4Ps in the international environment, negotiation with international customers, partners, and regulators.

1.   identify opportunities and threats, problems and challenges in international markets

2.   adapt domestic marketing practices and procedures to international markets

3.   understand cultural differences and their impact on decision making

4.   differentiate negotiation techniques according to different cultures

5.   manage the international workforce

6.   improve their written and oral skills in presenting international marketing strategies

Letter grades awarded for this course will normally correspond to the following numerical scores:

A (94-100 points); A- ( 90-93); B+ ( 87-89 points); B (84-86  points); B- (80-83 points); C+ ( 77-79 points);  C (74-76 points);  C- ( 70-73 points);  D+ (67-69 points);  D ( 64-66 points);  D- (60-63 points);  F ( 59 points or less).

Attendance/Participation:  

The class participation grade will reflect your preparation, attendance, quality and frequency of participation

More than three absences may results in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.

Introduction to international marketing/ The scope and challenge of international marketing 

Cultural dynamics in assessing global markets 

The concept of culture

Origins and elements of culture

Cultural changes

Culture, management style and business systems 

Management styles abd communication styles

Business ethics

The political environment  

Political risks and economic risks in global business 

Developing a global vision through marketing research  

The research process

Emerging markets 

Multinational market regions and market groups

The planning process

Market-entry strategies

Products and services for consumers   

Product adaptation

Product components

Products and services for business 

International marketing channels 

Middlemen

Factors affecting choice of channel

Exporting and logistics      

Export and import restrictions

Integrated Marketing Communication (IMC)

Pricing for international marlets

Human Resources Management in international markets

International marketing plan