International Business: International Marketing

The course consists of three main parts.

• First, you will reflect on the understanding of the different markets (i.e., segmenting, targeting and positioning) and explore different internationalisation approaches in designing international marketing decisions.
• Second, you will analyse different international marketing decisions regarding the 4Ps model (product, place, price and promotion) as part of intercultural marketing strategies. Specifically, you will study critical issues related to marketing communications (i.e., branding and advertising) in an international environment.
• Finally, you will discuss different ethical challenges in the context of international marketing.

Course literature

The course literature listed may be updated up to eight weeks before the course begins.

The course combines lectures and practical assignments. In the lectures, you will learn key theories and concepts, illustrated with real-world examples. In the practical assignments, you will work with activities based on international marketing situations. You will analyse different situations using relevant theory and present your solutions.

Throughout the course, you will develop skills that are important for a career in international marketing, such as analytical thinking, oral presentation and teamwork management.