3-3-0

The focus of this course is primarily on the formation or revision of strategies related to consumer and competitive analyses in international markets. Exploration and understanding of international markets will be facilitated utilizing a social, legal, economic, political and technological framework. This information will be used jointly with competitive and industry scanning to forecast, segment, position and target within international markets and to highlight the inherent challenges of international market research. Strategic decisions faced by students assuming the role of marketing managers include channel analysis and deployment (modes of new international market entry, logistics), in addition to the challenges of pricing, promotion and product development on an international scale.

Prerequisite: BMK 211, BMK 214, BMG215