International Marketing & Cross Industry Growth Specialization

An understanding of how to enter international markets, select targets and position their brands

An understanding of the core meaning of marketing and international marketing

Approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers

From a business to consumer standpoint (B2C), learn how to approach consumers as science investigators

Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expect

Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market

Learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences

Understand the differences between B2C and B2B marketing