MBA521: Transnational Marketing

Credit Hours:
3
Estimated Hours Per Week:
15

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

Upon successful completion of this course, students will be able to:

  • 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.
ENROLLMENT
To enroll in this course, please complete the online application.

Required Texts
MBA521 texts are available from the JIU/Follett Bookstore