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BUS615: International Marketing
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Course Introduction
Course Syllabus
Unit 1: Introduction to International Marketing
1.1: Comparing Global and International Marketing
Introduction to International Marketing
Internationalization Theories for Global Marketers
1.2: Marketing in Developed and Emerging Markets
Economic Development in the World
Business Markets
Business Customers
1.3: Multilateral Trade Bodies and International Marketing
International Business and Trade
1.4: The PESTEL Model
PESTEL Analysis and the Global Environment
PESTEL Analysis and Global Opportunities
1.5: The Role of Technology in Marketing
E-Commerce and E-Business
The Impact of Social Media
Unit 1 Study Resources
Unit 1 Review Video
Study Guide: Unit 1
Unit 1 Assessment
Unit 1 Assessment
Unit 2: International Business Cultures
2.1: Global Cultural Factors and Hofstede's Cultural Dimensions
What is Culture?
Culture in Global Marketing
Organizational Culture
2.2: International Marketing – Success and Failures
Marketing Failure: Walmart in Germany
How Global Are We?
2.3: Culture and the Social, Political, and Legal Environment
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 Study Resources
Unit 2 Review Video
Study Guide: Unit 2
Unit 2 Assessment
Unit 2 Assessment
Unit 3: International Marketing Departments
3.1: The Functions of International Marketing Departments
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
3.2: The 4 Ps and 4 Cs of International Marketing
Global Marketing Mix
The Marketing Mix
3.3: The Customer Value Chain and Customer Value Proposition Canvas
The Value Chain
Elements of the Value Chain
The Value Proposition
The Role of Customers in Marketing
Unit 3 Study Resources
Unit 3 Review Video
Study Guide: Unit 3
Unit 3 Assessment
Unit 3 Assessment
Unit 4: Market Research and Selecting International Markets
4.1: Why Do You Need Market Research?
Marketing Information and Research
4.2: Scoping Your Market Research
Global Marketing in the U.S.
International Market Research
4.3: The International Marketing Research Process
Finding Your Sources
Primary and Secondary Research
4.4: Selecting International Target Markets
Introduction to Market Research
Digital Marketing Research
Marketing Across Cultures
Unit 4 Study Resources
Unit 4 Review Video
Study Guide: Unit 4
Unit 4 Assessment
Unit 4 Assessment
Unit 5: Trends in International Marketing
5.1: Traditional Marketing Methods
Traditional Marketing vs. Digital Marketing
How Has Media Changed and Developed?
5.2: The Internet Changes Everything
The Effects of Technology
5.3: The Strengths and Weaknesses of Traditional and Digital Marketing
What Digital Marketing Platforms Are The Most Important?
Introduction to Social Media and Digital Marketing
Marketing Communication Methods
5.4: Choosing the Right Marketing Method
Global Marketing and the Internet
Evaluating Marketing Activity Options
Putting Together a Marketing Strategy
Unit 5 Study Resources
Unit 5 Review Video
Study Guide: Unit 5
Unit 5 Assessment
Unit 5 Assessment
Unit 6: Strategies for Entering International Markets
6.1: Market Entry Strategies
Country Evaluation, Selection, and Basic Foreign Market Entry Decisions
Selecting International Markets
Entry Mode Decision
International Entry Modes
6.2: Indirect Market Entry
Sales Channels and Matchmaking Support
Methods and Channels
6.3: Direct Market Entry
Enter Your Target Market
Unit 6 Study Resources
Unit 6 Review Video
Study Guide: Unit 6
Unit 6 Assessment
Unit 6 Assessment
Unit 7: Measuring Marketing Success
7.1: Implementing an International Marketing Campaign
Evaluating Marketing Performance
7.2: Monitoring the Effectiveness of an International Marketing Campaign
Measuring Marketing Communication Effectiveness
7.3: Measuring the Success of an International Marketing Strategy
The Advertising Campaign
Unit 7 Study Resources
Unit 7 Review Video
Study Guide: Unit 7
Unit 7 Assessment
Unit 7 Assessment
Study Guide
BUS615 Study Guide
Course Feedback Survey
Course Feedback Survey
Certificate Final Exam
BUS615: Certificate Final Exam
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BUS615: International Marketing
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