This course focuses on the three most vital decision areas facing the international marketer: foreign entry, local marketing abroad, and global strategy coordination. Actual business cases are used to illustrate real-world transnational marketing problems and how companies have solved them. Students will investigate a wide range of related topics including:
- Foreign entry modes
- Local versus global marketing
- Standardization of products and services
- Global promotion and e-commerce
The course project is a Country Feasibility Study: Determining Feasibility and Marketing Strategy for a Product or Service in a Foreign Market. Students will develop a formal recommendation to a company as to whether further plans to enter a specific foreign market should be pursued, an appropriate market entry strategy, and a plan for entering the market.
Course Learning Objectives
- Analyze the attractiveness of a foreign market in terms of demand potential, competitive advantage, and entry barriers.
- Identify the best entry mode and the organizational resources required for entry.
- Recognize and be sensitive to cultural differences.
- Assess the benefits and drawbacks of standardizing products or services across countries.
- Develop and implement transnational strategies in pricing, distribution, and promotion.
- Evaluate the impact of the Internet on present and future transnational marketing strategies.