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Course Description

Globalization is reaching a level of unprecedented growth. Within the last decade, world trade in merchandise and services has grown at a rate of 140 percent. International marketing, the study of developing communications and conveying value across nations, is often aggressively pursued, and yet misunderstood. Firms are increasingly aware of the major international business blunders that too often are associated with marketing mistakes. To succeed in a world of constant changes and lightning growth development, firms need to prepare themselves thoroughly and take a proactive response in marketing across borders.

This course explores the theory and practice of marketing on a global magnitude. Special emphasis is placed on knowledge about the increasingly important big and emerging markets (BEM). The ultimate goal is to provide students with the conceptual and analytical tools that will enable them to develop effective international marketing plans with the purpose of capturing global market opportunities while also carefully avoiding the most common pitfalls in the world trade arena.

Learner Outcomes

Each student who has successfully completed this class will be able to perform the following tasks:

  • Describe and present an overview of the international marketing process and the basic theory of global marketing
  • Recognize and perform analysis on the major environmental factors affecting international marketing plans of actions such as political, legal, cultural, and economic aspects of the target markets
  • Compare and contrast different stages of the international marketing process a company may choose to adopt
  • Identify the major drivers and characteristics of global consumers and learn how to undertake appropriate market positioning on specific foreign markets
  • Research, design, and complete an effective international marketing plan with his/her choice of products/services and region(s) of the world
  • Identify future possible developments and latest trends in global marketing

 

Prerequisites

Recommended: Successful completion of Principles of Marketing or an introductory marketing course or professional experience in the field of marketing

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
Class
Days
T, Th
Time
2:00PM to 3:50PM
Dates
Apr 02, 2024 to Apr 18, 2024
Campus
UCSB Campus
Type
Class
Days
T, Th
Time
2:00PM to 3:50PM
Dates
May 07, 2024 to May 23, 2024
Campus
UCSB Campus
Schedule and Location
Contact Hours
36.0
Location
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Section Notes

Steps to Enroll

Please Note: There are no scheduled classes on 4/23, 4/25, 4/30, and 5/2/2024. During this period students will work on their Research Projects.

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class prior to the course start date.

No refunds after 04/14/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.