International Marketing: A European Approach

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Course Information
International Business
Terms offered: 
Fall, Spring, Summer
Language of instruction: 
Contact Hours: 


Additional student cost: 

Course Case Study Fee


International marketing is important as the world becomes increasingly globalized. In an international context, marketing managers plan and conduct transactions across borders to create exchanges that satisfy the objectives of individuals and organizations. The fact that a transaction takes place “across national borders” highlights the difference between domestic and international marketing.

The course considers the basic concepts of international marketing, the various activities necessary for international marketing planning, the beginning of international marketing activities to be conducted by a domestic firm, and relevant issues on strategy and marketing management relevant to expanded global operations.

The course uses:

  • Six relevant case studies of firms involved in implementing international marketing strategies.
  • Current articles from business newspapers and magazines to be discussed on a daily basis to motivate class participation. The selected articles illustrate the different concepts and tactics studied during the course and provide interesting and practical examples of European, Asian and American firms implementing international marketing strategies.

This course is offered during the regular semester and in the summer. For summer sections, the course schedule is condensed, but the content, learning outcomes, and contact hours are the same.

This course uses case studies as a teaching tool, which will be supplied in pdf format on the course Moodle page. These case studies are purchased from The Case Center and require payment of a per-student copyright fee. Your instructor will tell you how to access the case studies, and when to use them. All students taking the course will be charged the per-student fee for the case studies, whether they access them or not. You will receive a mail after the end of the add/drop period with an explanation of these costs, which will be similar to textbook costs for a standard business course.