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BUS615: International Marketing
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Course Introduction
Course Syllabus
Unit 1: Introduction to International Marketing
Unit 2: International Business Cultures
Unit 3: International Marketing Departments
Unit 4: Market Research and Selecting International Markets
Unit 5: Trends in International Marketing
Unit 6: Strategies for Entering International Markets
Unit 7: Measuring Marketing Success
Study Guide
Course Feedback Survey
Certificate Final Exam
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BUS615: International Marketing
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BUS615: International Marketing
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Course Syllabus
Introduction to International Marketing
Internationalization Theories for Global Marketers
Economic Development in the World
Business Markets
Business Customers
International Business and Trade
PESTEL Analysis and the Global Environment
PESTEL Analysis and Global Opportunities
E-Commerce and E-Business
The Impact of Social Media
Unit 1 Assessment
What is Culture?
Culture in Global Marketing
Organizational Culture
Marketing Failure: Walmart in Germany
How Global Are We?
Introduction to International Marketing
The International Marketing Environment
The Globalization Debate
International Economic Cooperation among Nations
Global Market Segmentation
Using Demographics to Guide Global Marketing Strategy
Unit 2 Assessment
Writing an International Marketing Plan
Marketing Plan Basics
Conducting Market Research
Basics of Pricing
Global Products
Global Channels and Supply Chains
Global Promotions
Target Market Selection
Global Marketing Mix
The Marketing Mix
The Value Chain
Elements of the Value Chain
The Value Proposition
The Role of Customers in Marketing
Unit 3 Assessment
Marketing Information and Research
Global Marketing in the U.S.
International Market Research
Finding Your Sources
Primary and Secondary Research
Introduction to Market Research
Digital Marketing Research
Marketing Across Cultures
Unit 4 Assessment
Traditional Marketing vs. Digital Marketing
How Has Media Changed and Developed?
The Effects of Technology
What Digital Marketing Platforms Are The Most Important?
Introduction to Social Media and Digital Marketing
Marketing Communication Methods
Global Marketing and the Internet
Evaluating Marketing Activity Options
Putting Together a Marketing Strategy
Unit 5 Assessment
Country Evaluation, Selection, and Basic Foreign Market Entry Decisions
Selecting International Markets
Entry Mode Decision
International Entry Modes
Sales Channels and Matchmaking Support
Methods and Channels
Enter Your Target Market
Unit 6 Assessment
Evaluating Marketing Performance
Measuring Marketing Communication Effectiveness
The Advertising Campaign
Unit 7 Assessment
BUS615 Study Guide
BUS615: Certificate Final Exam
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