International Marketing

The choice of whether or not a company wants to participate directly in international business is no longer a relevant question: competition from international firms is a reality. In one way or another, all companies are international. But when a company does decide to market its products and services beyond its domestic market, an entirely new set of challenges await even the most seasoned of managers. This course provides you, as one such potential manager of tomorrow, with an introduction to the theory and practice of international marketing, and in this course, you will focus on global marketing concepts that are based on two important premises: that cultural differences have a critical impact on marketing; and that each foreign market requires a marketing strategy adapted to its specific cultural character and circumstances.

In order to equip yourself with the essential knowledge necessary to meeting the challenges of global marketing, you will therefore explore and analyze the many facets of developing effective marketing strategies, such as determining what environmental adjustments might be required; calculating how a company should go "international"; adapting to the economic dynamics of international business; evaluating the foreign political, legal, and environmental impact on company products and services; and gauging consumer behavior in emerging markets.

The primacy of culture will be fully addressed throughout your studies. This approach considers how pertinent cultural knowledge is best acquired and integrated into marketing strategies as well as how such knowledge must itself adapt to changing circumstances and events. A review of how best to assess international marketing opportunities will lead to a review of how international marketing strategies are developed and implemented and why many such strategies are often discarded.

Your goal in this course is to develop a foundation of theoretical knowledge, case-work experience, and personal cultural sensitivity which, when taken together, will enhance your ability to analyze and understand the varied and complex challenges marketing managers face today. Reaching this goal should empower you to generate, implement, and evaluate effective marketing strategies for the global business needs of tomorrow.

This course is taught in a virtual format by one of CEA's onsite instructors from across our 8 study center locations.