MARK 4363 International Marketing

Instructor: Ye Hu, yehu.mark4363@gmail.com

Prerequesite: MARK 3336: Elements of Marketing Administration.
Your must have continuous access to a computer with a sound card and flash viewer and the Internet throughout the semester in order to complete this course.

Textbook: Kotabe and Helsen, Global Marketing Management, 5th Ed. (New York: Wiley), ISBN: 0470381116

Introduction
International Marketing is an upper level managerially-oriented course that addresses the challenges of developing and managing a global marketing effort. This course challenges you to think critically about how elements of global marketing will affect marketing efforts. That is to say, memorizing terms will not be enough to earn you top marks in this course. Instead, top marks will be awarded to those students who are able to apply what has been presented to reason through application tasks. The course has three primary objectives:

  1. To expose you to the different social, cultural, economic and geopolitical elements that are likely to influence the structure and success of marketing efforts.
  2. To examine the impact that changes in these elements may have on marketing opportunities and threats.
  3. To help you to develop marketing knowledge and critical-thinking skills that will help you to be successful in a management career.

Course Structure and Requirements

  1. Logging onto Blackboard Vista

    2. Since this is an online class, physical attendance is not required. However, each student should plan to log onto Blackboard Vista a minimum of three times per week in order to stay abreast of any announcements or updates made available by the instructor. Students are responsible for knowing and adhering to all postings / emails to the student or to the class.

  2. Keep in up with instructor communications

    3. Most communications to the class will be made via the "Announcements" tool on Blackboard Vista. You should review these announcements frequently in order to keep up with the course.

Topics Covered

  1. The Globalization Imperative
  2. Economic and Financial Factors Affecting the Global Market
  3. Political and Legal Factors Affecting the Global Market
  4. Cultural Factors Affecting the Global Market
  5. Global Market Research
  6. Segmenting Markets and Positioning Products/Services
  7. Decisions about Global Products
  8. Global Pricing Issues and Strategies
  9. Global Promotion Issues and Strategies
  10. Global Logistics and Distribution
  11. Entering and Managing Global Markets

Useful Links

Interested? Register via University of Houston PeopleSoft Portal