Spring 2017
IB/MKT 425
International
Overview
TuTh 2:30 – 3:45
Instructor: Gillian Naylor
E-Mail: [email protected]; put 425 in
subject line
Phone: 702 895 1309
Office: BEH 425
Office Hours: Tu Th 11:30–12:00; 1:30–2:15
Materials
The formulation of effective marketing strategies must
begin with an understanding of consumers’ preferences and
needs. In this course, students examine global market
segments and how to reach them. Understanding of the
consumer buying process as well as psychological and
sociological variables across countries is the focus of the
course.
Goals
Upon completion of this course, you should be able to:
 Discuss the benefits of studying global consumer
behavior;
 Identify and explain how internal and external factors
influence buyer behavior;
 Identify and understand which research methods can
be applied to develop and use information to better
understand consumer behavior;
 Identify the different types of decision-making
processes consumers use and under what conditions
different types are likely to be used;
 Evaluate the effectiveness of marketing strategies
and tactics used by firms based upon consumer
behavior concepts discussed in class.
Jan 31
In class sign up for presentations
Feb 2, 7, 9, 14, 21, 23, 28 (limit 4 presenters per day)
Presentations
Feb 16
Exam I Multiple choice, Ch. 1 – 5, lecture
Mar 2, 7, 9, 14, 16, 21 (limit 4 presenters per day)
Presentations
Mar 30
Exam II Multiple choice, Ch. 6 -11, lecture
Evaluation
Three (300/each) exams
Presentation/paper
Important Dates
900 pts
100 pts
April 4, 6, 11, 13, 25, 27 (limit 4 presenters per day)
Presentations
May 2, 4
Makeup Presentations (50%)
May 2017 (Final’s week)
Exam III Multiple choice, Ch. 12 -16
International
1