MBA521: Transnational Marketing

Course Credits:
Course Hours Per Week:

Course Overview

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.