Description: Tools needed to decide what markets to enter, methods to enter them, and successful strategies to exploit opportunities they offer. In contrast to market research that focuses on domestic business opportunities, international research covers different environments and cultures. Understanding of various market research techniques that are effective within a particular cultures frame of reference. Review of traditional research techniques, parameters for country screening and risk analysis, examination of impact of culture on research alternatives, and review of many sources accessible for accurate secondary data on international markets, industries, and legal/regulatory precedents.
Prerequisites: Departmental approval.
Hours: 2 Lecture: 2
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