Diversity
MKTG 411: Multinational Marketing
An examination of the operational and cross-cultural aspects of international marketing, including the
nature of competition, developmental marketing structures and channels, price and credit policies,
promotional methods, trade barriers, and international arrangements
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As I reflect back on multinational marketing, I recognize that this course truly opened up my mind to a topic that I knew little about. Throughout this course, I expanded on my knowledge of international business as well as a deeper understanding of marketing in world markets. I think that two pieces of coursework that showcase what I have learned that I feel made an impact on this course were the research paper and the country analysis assignment. For the research paper, I chose to write about how Starbucks adapted to China and its market, where they have seen huge success. For the country analysis project, I was given Sri Lanka and evaluated their economic environment such as GDP, employment rate, and their current currency relationship to the United States, for example. From these two assignments, I got to explore the economic environment of a different country as well as how a U.S coffee chain is successful in another culture and country. Multinational marketing will aid in my future marketing career by giving me a foundation in international business because it is so globalized and so many companies are international, it is important to have that scope in order to assist my future employer and company.