Course 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.

Topics include: political and legal factors and restraints, culture and business customs, economic and technological developments, marketing planning and segmentation, in-depth international 4P analysis, and international strategic marketing.

Course Objectives

Students should be able to do the following upon completion of this course: 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.

Course Materials

Case studies