International Marketing Strategies Humanities & Social Sciences Program Spring 2024 Semester CEA CAPA & UNYP - Prague

This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, we will discuss how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is structured to provide ample opportunity for interaction among students, and between students and the instructor. Students are expected to read current periodicals and journals to keep abreast of current international developments. The course will primarily consist of lectures, discussions, video presentations, cases, and group projects. Because of the emphasis on discussion and interaction, attendance on a regular basis will be expected.
This class will enhance the strategic, analytical, research & application skills of the participants. We evaluate methods of analysis and implementation of strategies in the dynamics of the changing environments of international marketing, and focus on the challenges lying before us. Upon completion of the course students will be able to use tools and techniques for international marketing; demonstrate the relevance of properly measuring intangibles (ie: innovation, exporting potential, brand image, service quality, etc…) at the international level; understand the impact of local habits in the marketing of goods and services worldwide; and finally to appreciate how cultural aspects influence marketing styles and negotiation techniques.