• Apply theoretical knowledge of marketing concepts to actual international business situations
• Analyze the socio-cultural, economic, competitive, technological and political environment in which multinational companies are embedded and operate
• Identify and evaluate opportunities in international markets, especially emerging markets
• Adopt existing marketing programs to specific market environments
• Develop international marketing strategies including the international pricing, product, distribution, and communication strategy

 Markets have become truly international. More open and integrated international markets create opportunities and competitive challenges for small and large companies as well as for firms in traditional and high-tech industries and in many service businesses. The course portrays these challenges and presents how students and managers should design and execute marketing strategies to optimize market performance in the international arena. The foundation for a successful international marketing program is a sound understanding of the marketing discipline. The course will build on this understanding and seek to broaden participants’ skill-set by emphasizing its application to a dynamic and complex international environment.
The course is designed for students who expect to undertake international marketing assignments, work for global corporations or help smaller companies to expand globally. The course portrays opportunities and competitive challenges in global market setting and pays special attention to the issue of standardization versus adaptation of marketing programs as well as specifics of emerging markets.
The following modules will be taught and discussed in class:
- Introduction to Global Marketing
- Global Strategies and Evolution of Strategy
- Global Product, Brand, and Communication Management
- Global Pricing
- Global Distribution
 
The course’s development of personal competences:
Students are expected to participate actively in the course, and student presentations and constructive dialog in class will be encouraged. Furthermore, the students will work on cases in teams and thus, their cross-cultural skills are expected to be widened.
 

<sup>Textbook:
- Kotabe, M., Helsen, K. (2010), Global Marketing Management, 5thedition, Wiley.
ISBN: 9780470505748.
Articles:
- Levitt, T. (1983), The Globalization of Marketing, Harvard Business Review, 61, 3, 92-102.
- Eyring, M.J., Johnson, M.W., Nair, H. (2011), New Business Models in Emerging Markets, Harvard Business Review, January-February, 89-95.
- Hsieh, M.H. (2002), Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study, Journal of International Marketing, 10, 2, 46-67.
- Narayandas, D., Quelch, J., Swartz, G. (2000), Prepare Your Company for Global Pricing, MIT Sloan Management Review, 42, 1, 61-70.
- Arnold, D. (2000), Seven Rules of International Distribution, Harvard Business Review, 78, 131-137.
- Sheth, J.N. (2011), Impact of Emerging Markets on Marketing: Rethinking Existing Perspective and Practices, Journal of Marketing, 75, 4, 166-182.</sup>