MKT-IB Department | Frank G. Zarb School of Business | Hofstra University

MKT 170

International Marketing

Dr. Boonghee Yoo, Associate Professor of Marketing

DESCRIPTION

Conditions affecting the international marketing position of the United States and other selected countries, development of multinational marketing policies, trade with developed and developing countries. Foreign market research, channels of international marketing, international advertising media, mechanics and documentation of foreign trade. Organization and management of international marketing intermediaries. Emphasis on case studies and experiential exercises. Prerequisites: MKT 101; junior class standing or above. Same as IB 170.

REQUIRED TEXTS

Cateora, Philip R. and John L. Graham, International Marketing, Irwin/McGraw-Hill.

OBJECTIVES AND METHODS OF ACHIEVING THE OBJECTIVES:

1. To understand the nature of today’s emerging global economy and to function as a marketing manager in our extraordinary shrinking world.

2. To know how to use the World-Wide-Web for purposes of familiarization with, and understanding of potential foreign target markets. Use the Web to read material relating to potential target countries and global strategic planning in a variety of on-line newspaper publications (e.g. the New York Times & the Washington Post) and magazines (e.g. Business Week & Economist). [YOUR text also provides relevant on-line articles]

3. To integrate knowledge about marketing (e.g. how to use analytical and tactical marketing tools) as part of a broad global framework of competitive strategy.

4. To understand how aspects of social responsibility, ethical behavior, and diversity impact on marketing decision making and consequently on the planning of managers in multinational and transnational organizations (both for- and non-profit).

5. To understand the multi-disciplinary and cross-cultural nature of international marketing. To determine potential target markets requires integration of concepts from anthropology, economics, consumer behavior, geography, history, political science, psychology, social psychology, sociology and of course, futurism.

6. To understand how global developments in the mid-1990s led to an American business environment in which strategic marketing planning is typically conducted in the context of a global strategic rather than a more national oriented approach.

7. To examine global strategic marketing planning and apply it in a variety of situations to different parts of the world (with countries in different stages of development).

8. To apply international marketing concepts learned in class to current event situations occurring throughout the semester.

9. To provide experience with skills of high value in business situations, such as: original thinking and creativity, navigating the Word Wide Web, working in groups, and making marketing presentations which also require public speaking.

10. Ultimately, the course’s main objective is to prepare for the transition from academia into the real business world of marketing in an experiential manner.

TOPICS

1. What is international marketing?

2. International marketing environment

3. Analyzing international opportunities (International consumer behavior; competitors; and marketing research)

4. International marketing strategies

5. International marketing programs (International product; channels; promotion and advertising; and pricing)