This course gives an introduction to the field of international marketing, based on the existing understanding of the international environment and students’ basic knowledge of marketing. Students will explore the complex environment in international marketing and the need to investigate its various economic, social, political, cultural and legal dimensions from conceptual, methodological and applications perspectives. Students will also considers how these environmental factors should affect, and can be integrated into, marketing programs and strategies.
Upon completion of this course, students are expected to enhance understanding of the nature, structure, and distinct characteristics of international marketing. Further, through case studies and group projects, students are also expected to develop the ability of applying marketing strategies to international marketing realities in global business.