The student understands the context of international marketing as a strategic process and learns how to perform internal and external analyses to support international marketing from a cross-cultural perspective.
Upon completion of the course the student
- understands the process of benefits in engaging in international markets in relation to internal and external market environment in global markets
- recognizes cultural differences and their effect in various global regions
- is able to analyze these cultural differences in terms of opportunities and inherent risks when conducting marketing activities and segmenting global markets
- can develop strategies and plans for a product launch, market entry and implementation for a company in a foreign country