Mkt 505 Courseguide

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MKT 505 – International Marketing
COURSE DESCRIPTION
This course reviews the organization for international marketing, foreign demand analysis, product development and policies, trade channels, promotion policies, pricing, and legal aspects. Emphasis is on development of effective international marketing strategy addressing the major global market areas (Europe, Africa, Asia, and the Americas).

INSTRUCTIONAL MATERIALS
Required Resources Keegan, W. J., & Green, M. C. (2011). Global marketing: 2011 custom edition (6th ed.). Upper Saddle River, NJ: Prentice Hall / Pearson. Supplemental Resources Colton, D.A., Roth, M.S. & Bearden, W.O. (2010). Drivers of international e-Tail performance: The complexities of orientations and resources.
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Be prepared to discuss Activities • • Discussions Evaluation • 3 • None Reading(s) o Chapter 4: Social and Cultural Environments o Chapter 5: The Political, Legal, and Regulatory Environments o Case 4-1 Disney Adapts to Cultural Differences e-Activity o Research the marketing mistakes that were made at Euro Disney. Be prepared to discuss. o Go to the Transparency International Website, located at http://www.transparency.org/, to review the global corruption Preparation 20



©2011 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 505 Student Version 1118 (1016 9-27-11) Page 2 of 17

MKT 505 – International Marketing links. Determine the pros and cons of doing business in countries that are recognized as being corruptive. Be prepared to discuss. Activities • Discussions Evaluation • 4 Case Study 1: Acer (Case 1-3) 20 280

Preparation Reading(s) o Chapter 6: Global Information Systems and Market Research o Chapter 7: Segmentation, Targeting, and Positioning o Case 6-1: Market Research Transforms Coach Activities • • Discussions

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