UMBR BSIM 390 - International Marketing

Institution:

Arcadia University

Subject:

Description:

This course provides an in-depth overview of the theoretical and current business practices of international marketers, with special emphasis on companies within the European Union. It examines the challenges and barriers of international marketing, as well as identifying and analyzing specific marketing techniques and modifications necessary to accommodate cultural differences, especially within the EU mix of nations. Two competing aspects will be emphasized: the struggles European companies have with marketing their products internationally and from the US perspective of American companies developing international strategies to compete in the EU. Upon completion of the course, students will be able to: identify the challenges and barriers to international marketing; understand global systems and their effect on international marketing decisions; understand the differences and similarities in consumer tastes and preferences between regions of the world; understand market planning, market research, segmentation, targeting and positioning of a global brand; understand pricing decisions; understand different distribution channels; and develop, analyze and evaluate product and branding decisions for European markets. (Perugia, Italy, http://www.arcadia.edu/abroad/itUmbraInstitute

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.arcadia.edu

Phone Number:

(215) 572-2900

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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