Subject:	International Business (IBUS), Marketing (MKT)
Number:	420
Language of Instruction:	English
Prerequisites:	One course in Business, preferably Introduction to Marketing

Contact Hours and Credits

Semester Session: 45 contact hours, 3 semester credits

Availability

Choose a session below to view the complete description of that session.

Session	Dates	Price
Fall Semester 2008 - Palazzo Rucellai - Architecture	August 27 - December 14, 2008	$12,995
Fall Semester 2008 - Palazzo Rucellai - Liberal Arts	August 27 - December 14, 2008	$12,995

Full Description

Course Description

This course focuses on both theoretical and current business practices of companies in the European Union countries. It will aim to understand the challenges and barriers of international marketing, as well as identifying specific marketing techniques and modifications necessary to accommodate cultural differences, especially within the mix of cultures in the EU. Two opposite aspects will be explored: the struggles European companies have with marketing their products internationally, and the hurdles that American companies face in developing international strategies to compete in the EU. Topics include: political and legal factors and restraints, culture and business customs, economical and technological developments, marketing planning and segmentation, in-depth international 4P analysis, and international strategic marketing.

Course descriptions may be subject to occasional minor modifications at the discretion of the instructor.

Textbooks

During orientation at the Institute, students will receive a list of textbooks they are required to purchase. Students should not purchase any texts before orientation.