Course Description

This course explores the development of international marketing campaigns exposing students to how different cultures and economies develop objectives and methods of marketing planning through the execution of research, advertising, distribution, and consumer targeting activities. Students examine the international similarities and differences in marketing functions as related to cultural, economic, political, social, and technical dimensions and consider the changes in marketing systems, philosophies and practices to build campaigns that respond to conditions in different countries. Attention to UNSDGs and Macromarketing forces are integral to course pedagogy.

Course Approach

Using literature review, case studies, lectures, ethnographic field work, and group marketing plan development, students will produce and present an original campaign in both oral and written form by developing global marketing strategies, research plans, and campaign recommendations. Individual and group projects will round out course deliverables including strategies and plans for a product/brand/corporate launch, foreign market entry and implementation supported through opportunity assessment and data-driven research plans.

Learning Objectives

• Develop an understanding of how marketing strategies are developed in the global environment.
• Develop an understanding of cultural, governmental, economic and competitive conditions of global business and how these factors impact an organization’s global marketing strategy. Attention is paid to marketing’s externalities with a particular focus on market economics vs market society.
• Understand how and why certain national development strategies and responses worked. Includes a critical examination of conditions that help certain industries and brands respond stronger than others.
• Develop marketing paradigms to address and meet UNSDG and ESG compliance.
• Develop a global citizenship perspective embracing a Socratic “citizen of our borderless world” ethos.
• Gain a deeper understanding to conduct opportunity assessments, identify high potential regions, size markets and develop efficient and effective business/marketing strategy.