Catalog

BUS 461 - International Marketing (4)

This is a capstone course for marketing majors. It examines the challenge of entering and operating effectively in foreign markets. By comparing and contrasting various countries in terms of economic, socio-cultural, political, and legal characteristics, this course reveals how such environmental factors influence consumers' preferences and their buying behavior. It describes strategies for market selection and entry and development of marketing programs that strike a balance between localization and globalization among product, promotion, pricing, and distribution, in order to meet the needs and expectations of international customers. Prerequisites: (BUS 302 or BUS 492 ) and (BUS 350 or BUS 360 or BUS 363 )