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EIB B260: International Marketing

Course Description

This course introduces students to the fundamentals of marketing in a global environment. It addresses the problems encountered by all organizations—small and large, for profit and non-profit—as they operate in an international environment. The full range of marketing activities is covered: marketing research, product policy, branding, pricing, distribution, advertising and promotion, customer service, planning, organization, and control. While internationally oriented in nature, the aim of the course is also to build a significant understanding of classic marketing management principles. Non- traditional aspects of international marketing (e.g., nation branding) will also be considered for a variety of constituencies.
Not offered AY 2017-2018, 2018-2019.