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Media & Strategy · MS elective · 3 credit hours · 16 sessions

International Marketing

Thinking global is no longer optional. This course trains students to adapt the Marketing Mix (4Ps) for diverse international environments. From navigating political risks and currency fluctuations to decoding cultural nuances that can make or break a campaign, students will learn how to standardize what is efficient and localize what is essential for global success.

§ 01 By the end you can
  1. Evaluate Market Entry Modes: Exporting, Licensing, Joint Ventures, and FDI
  2. Analyze the Global Marketing Environment (PESTEL Analysis)
  3. Adapt Product and Promotion strategies for cultural sensitivity
  4. Manage Global Pricing: Transfer pricing, Tariffs, and Exchange Rates
  5. Develop Global Supply Chains and distribution networks
§ 02 Sixteen sessions

The whole semester.

  1. 01The Scope of International Marketing
  2. 02The Economic Environment: Emerging Markets
  3. 03The Cultural Environment: Avoiding Taboos
  4. 04The Political & Legal Environment: Trade Barriers
  5. 05International Market Research
  6. 06Market Entry Strategy I: Exporting & Licensing
  7. 07Market Entry Strategy II: JV & FDI
  8. 08 · MidtermMidterm Examination
  9. 09Global Product Strategy: Adaptation vs. Standardization
  10. 10Global Branding & Packaging
  11. 11International Pricing Strategy
  12. 12Global Distribution & Logistics
  13. 13Integrated Marketing Communications (Global IMC)
  14. 14Digital Marketing across Borders
  15. 15Organizing for Global Marketing
  16. 16Final Project: The Country Launch Plan

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Country Launch Plan

How it’s judged

Recommended reading
  1. International Marketing by Philip Cateora and John Graham
  2. Global Marketing by Warren J. Keegan
  3. The Lexus and the Olive Tree by Thomas L. Friedman
  4. No Logo (Critical perspective) by Naomi Klein
  5. Marketing Across Cultures by Jean-Claude Usunier
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