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What Will Learn?

This course provides an introduction to international marketing theory and research with practical examples of solutions to complex international problems. The focus of the course is on the political, legal, economic, and cultural considerations inherent in international business and their relationship to market decision making. Upon successful completion of this course, you should be able to understand, discuss, and apply the principles of marketing in an international context. Moreover, the course should help you understand and appreciate different cultures and their influence on the global marketplace.

Some of the course topics are

1. International differences in consumer behavior.
2. Challenge of managing and delivering high-quality service to customers in a cross-cultural context.
3. International branding strategies and issues.
4. Global marketing strategies from a European perspective.

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