International Marketing Strategy

(Elective Course)

In an increasingly dynamic and global economy, businesses need to employ marketing strategies that can advantageously position them in a competitive global market. International Marketing Strategy lays the foundation for firms to gain a competitive advantage when developing and implementing marketing strategies outside their domestic markets. Students will learn to develop an environmental analysis and determine the right entry strategy for a new market. They will also learn to understand in-market consumer insights in order to leverage the concept of customer centricity and its role in developing a global IMC strategy. The course readings, case studies, guest speakers and other instructional material will help students craft international IMC strategies to drive business and brand growth.