This is a 200 / 300 Marketing course intended for business and non-business students interested in cross cultural Marketing planning addressing urban Latin American markets.
Differences among countries in the region challenge generalizations. As a consequence, professionals working in Marketing plans to be used in foreign markets will have to conduct research as a tool for environmental scanning in order to spot cultural dynamics determining and affecting local markets supply of goods and local customer’s decision-making processes. After research has been conducted, professionals will have to make sense of findings through general and cultural-related Marketing concepts.
The course aims that students handle these concepts as well as key research skills in order to design successful business and marketing plans. Students completing this course can work as assistants to marketing professionals specialized in Latin American markets.