BUR 4463 - International Marketing

3 Credit Hour(s)

The course examines how to evaluate a country or region by developing a strategic global marketing plan for market expansion or new market entry. This is accomplished by identifying modes of entry, country and product selection, the scope of international marketing research, segmentation, channel distribution and global promotional strategies. The impact of service and product strategies (standardized versus localized strategies) and the relationship to culture and norms are discussed. Global pricing strategies are analyzed to identify transfer pricing, countertrade, piracy, exchange rate fluctuations, political and economic foreign risk in product selection.

Prerequisite: BUI 3633 and BUR 2153
Availability: WPB: Fall/Spring

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