International Marketing Management

Description

Teaching Objectives: This course is designed to provide graduate students with a strategic and applied understanding of how international markets operate and how firms can compete effectively across borders. Students will examine environmental influences—including economic, political, legal, and cultural factors—that shape international marketing strategies. Through case studies, class discussions, and a comprehensive team project, students will learn to analyze global markets, select appropriate entry modes, segment and position products, and create globally integrated marketing programs. Emphasis is also placed on adapting marketing strategies in response to digital disruption and emerging technologies. By the end of the course, students will be able to craft and present an international marketing plan tailored to a specific foreign market. Teaching Content: This graduate-level EMI course focuses on the strategic foundations of international marketing by examining global economic, trade, cultural, political, and legal environments that influence marketing decisions across borders. Students develop skills in international market research, segmentation, targeting, positioning, and market entry strategy, and apply these concepts to global product, pricing, distribution, and communication decisions. The course emphasizes strategic integration, adaptation to diverse markets, and digital transformation, concluding with a team-based project to develop an international marketing plan for a selected foreign market.