Diversity

This introduced me to various facets of multicultural marketing. I was able to blend what I have learned from multicultural communication, organizational psychology and marketing beyond American borders. I was able to learn how global marketing decisions are affected by economic, social, legal, cultural, and political factors and can change from country to country or continent to continent. 

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The big culmination of the class was being able to work as a group and hypothetically introduce a company, product, and/or service to a new country. We had to create a realistic international marketing plan for the expansion of our company and take into account all the factors we had learned during the course. The plan had to include a country rationale for the company expansion, country analysis, market entry strategies, and marketing mix decision. As a group, we had to compose a 25-page written marketing plan and then prepare 15-minute slide deck presentation. 

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This was great experience for teamwork. Some of the team members haven't had a chance to work extensively as a team and we were able to make a decision on the company and country and then divide the work while supporting each other when looking for information. 

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My team chose to expand Chipotle into the Middle Eastern country of Bahrain. We chose it because Chipotle's Mexican-style food offerings can be changed to fit middle eastern food preferences and Bahrain has an emerging economy with room to grow. 

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This is a beneficial class to take because the economy is ever dependent on global business and understanding how to market for companies that work on that scale is beneficial for our skill set.