This program is open to Krannert Graduate students only. MARCH 9-15, 2014 International Marketing: Dealing with Cultural Diversity: Cultural diversity is the major European challenge: trade barriers have disappeared, cultural barriers have not. Companies willing to expand in Europe need first to observe and understand the dominant cultural traits for each region and perceive the main differences that should be considered for the design of a marketing plan. One needs to adapt all the components of the marketing mix: product design, communication, and distribution.
This course comprises two parts. In part one, the focus is placed on European cultural traits to provide the participants with a better understanding of consumer behavior and values as well as business attitudes in the region. In part two, a series of case studies are presented and discussed to analyze marketing strategies implemented in Europe in order to identify success factors.
Cost for this program is $1625 + $32 (insurance) for a total of $1657. Tuition is billed for Spring 2014 semester and does not include airfare.
For complete program information, please contact program leader.