IMS6310 - International Marketing Decision Making

IMS 6310 International Marketing Decision Making (3 semester credit hours) This course, using scientific approaches and real-life cases, aims at preparing students to assess how marketing management methods and principles including product, pricing, promotion, and place (4Ps) decisions apply to international marketing. Analytical techniques and tools such as segmentation, targeting, and positioning (STP) are introduced as key components of a more rigorous scientific approach to international marketing. The learning objective is to have students apply these analytical methods and tools to develop, evaluate, and execute effective strategic and practical decisions in international marketing, including those affecting online and offline consumer behavior. (3-0) Y