BUS615: Study Guide: Unit 2 | Saylor Academy

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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