International Marketing: An Elective Online MBA Course

Marketing components offered in an online MBA program are often limited in terms of their presence in the marketplace. This means students are often limited to studying domestic markets that are solely applicable to the current region they are studying in. However, students have the opportunity to diversify their components into an international marketplace by selecting the international marketing elective. What is involved in this elective and how can it enhance an online MBA qualification?

An Overview of International Marketing in an Online MBA Course

The American Marketing Association defines international marketing as the “multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”. In layman terms, this means the application of marketing principals that are not limited by national boundaries. The term “global marketing” is used synonymously with international marketing as the application indeed satisfies a global marketplace.

Many students view international marketing as a simple extension of the knowledge acquire throughout the standard marketing component, which is often a core component in an online MBA program. However, while there are distinct similarities with domestic marketing, international marketing aims to satisfy a much broader audience in a variety of cultures. This can present its own challenges, which is especially evident in language barriers and local dialect. After all, it would be inappropriate to enter a British marketplace to market “French fries” when they are better known as “chips”!

International marketing is also sensitive to local responsiveness in the market mix. Aspects such as policy, pricing, distribution, and advertising can all be affected depending on where a business chooses to position products or services. Price discrimination is something students will become very familiar with throughout an international marketing elective as regional markets strongly dictate the price at which products can be set. We often see generic cola products on sale at department stores for prices in the region of $1.99 within American outlets. However, there are some areas in the United Kingdom that offer the same generic cola product for less than 20 cents!

Is International Marketing an Easy Online MBA Component to Pass?

Many students tend to feel that international marketing is one of the easier electives to pass. This is because much of the course material is revision work from the fundamental knowledge gained in core marketing components. However, that is not to say it is a simple class, so students must be prepared to devote the necessary time and effort to succeed!

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