Master
2026/2027
International Marketing
Type:
Compulsory course (Master of International Business)
Delivered by:
School of Innovation and Entrepreneurship
Where:
School of Innovation and Entrepreneurship
When:
1 year, 1, 2 module
Open to:
students of one campus
Language:
English
ECTS credits:
6
Contact hours:
48
Course Syllabus
Abstract
The core philosophy, principles and frameworks of marketing, and the managerial functions of marketing within an organization, are examined as an integrated business discipline designed to effectively achieve an organization’s goals in the context of international consumer and competitive environments, where companies must operate.
Learning Objectives
- After completing this course, you will understand the elements and the role of the marketing function within organizations. A broad overview of major aspects of marketing will be covered. This includes, but is not limited to consumer behavior, marketing research, market segmentation, competitive analysis, product design, branding, pricing, and advertising/promotional strategy.
Expected Learning Outcomes
- To be able to understand the basic psychological principles of consumer behavior
- To become familiar with basic marketing concepts and terminology
- To be able to understand of decision-making processes related to marketing strategy and how these decisions relate to other business units within an organization
- To be able to understand the larger social and ethical implications of marketing decisions
- To be able to understand the elements and the role of the marketing function within organizations
- To be prepared for your next marketing course in the MBA program
- To be able to provide competitive analysis
- To learn a broad overview of major aspects of marketing: consumer behavior, marketing research, market segmentation, competitive analysis, product design, branding, pricing, and advertising/promotional strategy.
Course Contents
- Introduction. International Marketing: Definition and Role in Organization
- Opportunity analysis: market selection and competitive analysis in international business
- Understanding the consumer: market segmentation; Consumer Value Equation; insights generation
- Positioning a product / service: Principles and Basic Models
- Positioning: Advanced Frameworks
- Effective Business Presentation: Mid-term Team Presentations
- Product design and portfolio management
- Pricing and distribution
- Branding and brand management
- Advertising and Communication
- Integrated marketing planning
- Effective Business Presentation: Final team presentations
Interim Assessment
- 2026/2027 2nd module0.6 * team project + 0.2 * course participation + 0.2 * attendance
Bibliography
Recommended Core Bibliography
- Foundations of international marketing, Johnston, S., 1998
- Onkvisit, S., & Shaw, J. J. (2009). International Marketing : Strategy and Theory (Vol. 5th ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=275440
Recommended Additional Bibliography
- International Marketing : Strategy, Planning, Market Entry & Implementation, Bennett, R., 1998
- International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.
- International Marketing (RLE International Business) : Strategy and Management Gilligan, Colin; Hird, Martin Routledge 2012 ISBN: ISBN number:9780415641135, ISBN number:9781135133870 SERIES: Routledge Library Editions: International Business Ser.