BUS615: Resources | Saylor Academy

Topic	Name	Description
	Course Syllabus

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Course Syllabus

BUS615: International Marketing

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Course Introduction

Course Syllabus

Unit 1: Introduction to International Marketing

1.1: Comparing Global and International Marketing

1.2: Marketing in Developed and Emerging Markets

1.3: Multilateral Trade Bodies and International Marketing

1.4: The PESTEL Model

1.5: The Role of Technology in Marketing

Unit 1 Study Resources

Unit 1 Assessment

Unit 2: International Business Cultures

2.1: Global Cultural Factors and Hofstede's Cultural Dimensions

2.2: International Marketing – Success and Failures

2.3: Culture and the Social, Political, and Legal Environment

Unit 2 Study Resources

Unit 2 Assessment

Unit 3: International Marketing Departments

3.1: The Functions of International Marketing Departments

3.2: The 4 Ps and 4 Cs of International Marketing

3.3: The Customer Value Chain and Customer Value Proposition Canvas

Unit 3 Study Resources

Unit 3 Assessment

Unit 4: Market Research and Selecting International Markets

4.1: Why Do You Need Market Research?

4.2: Scoping Your Market Research

4.3: The International Marketing Research Process

4.4: Selecting International Target Markets

Unit 4 Study Resources

Unit 4 Assessment

Unit 5: Trends in International Marketing

5.1: Traditional Marketing Methods

5.2: The Internet Changes Everything

5.3: The Strengths and Weaknesses of Traditional and Digital Marketing

5.4: Choosing the Right Marketing Method

Unit 5 Study Resources

Unit 5 Assessment

Unit 6: Strategies for Entering International Markets

6.1: Market Entry Strategies

6.2: Indirect Market Entry

6.3: Direct Market Entry

Unit 6 Study Resources

Unit 6 Assessment

Unit 7: Measuring Marketing Success

7.1: Implementing an International Marketing Campaign

7.2: Monitoring the Effectiveness of an International Marketing Campaign

7.3: Measuring the Success of an International Marketing Strategy

Unit 7 Study Resources

Unit 7 Assessment

Study Guide

Course Feedback Survey

Certificate Final Exam

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