Have you ever wondered how global differences affect how products are presented to various cultures on a worldwide scale? How do businesses reconcile or take advantage of this global diversity in order to meet international objectives? What are the challenges of managing and delivering high-quality service to customers in a cross-cultural context? This course explores the decision-making process in the marketing of products and services in the international marketplace.
Students enrolled in this course will learn the formulation of key elements in international marketing strategy, such as identification and assessment of potential markets, price setting, and design, promotion, and distribution of products and services. They will also explore issues such as the competitive advantage of nations, the changing nature of the international social and business environment, and the emerging role of the Internet in international marketing.
EXAMPLE CO-CURRICULAR ACTIVITIES (2-4 PER COURSE)
- The Shakespeare Globe Theatre
- The London Eye
- Harrods Department Store
- The Chelsea Football Club
- Madame Tussaud’s