International knowledge and experience are essential for professional marketers as they prepare for the global business economy. Developing a global mindset through academic programmes and business trips will provide a more effective marketer, who, with cross-cultural business and marketing skills, will be more favourably positioned for success in the business world. This course is designed to respond to the need for undergraduate marketing students to develop a competitive edge by expanding their knowledge of global culture and multinational businesses through experiential learning. The course provides unique opportunities for undergraduate marketing students to gain international experience through marketing field study, with pre-trip and post-trip class/seminar/presentation sessions. Students will experience the culture of the destination country/city, by visiting and participating in the norms, rituals and communications in the destination country/city, with highlights on cultural and business visits.

Course destinations will change every semester. To minimize interruption to students' attendance of other courses, this course will normally be offered during semester break in summer or winter. The course instructor will need to recommend the course destination for each semester to the Head of Marketing Department for approval.