BUS 423 Intrn'l Mrkt & Export Mngmnt

The course focuses on the process of directing the resources and objectives of a company towards international market opportunities for survival, growth and expansion. Topics include developing a conceptual framework for evaluating market potential and attractiveness, deciding on market entry strategies, understanding the global trade and marketing environment, and examining the role of bilateral, regional and global agencies and agreements, Licenses and alliances to facilitate marketing. It also includes conducting marketing research to study consumer behavior in foreign lands to evaluate whether to standardize or adapt the marketing mix to reach target markets. The students will be required to prepare an international marketing plan for a product/service. Prerequisite: BUS 253.