Academic Catalog 2023–2024

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MKT311 International Marketing

[3–0, 3 cr.]

This course presents an overview of the unique aspects of marketing in the international business environment and provides the framework upon which multinational marketing management can be based. The course focuses on assessing international marketing opportunities, as well as formulating and implementing international marketing strategies covering the four areas of the marketing mix, namely: product planning, pricing, promotion and channels of distribution. Topical coverage includes: the economic, cultural, political, legal and other environmental influences on international marketing; and the impor­tance of linking international marketing with the overall business strategy.

Prerequisite: MKT201 Introduction to Marketing