This course provides an introduction to the concepts, frameworks and decision-making tools used by firms when they design and implement a marketing strategy across national borders. Through a combination of lectures and applied in-class exercises, students will learn to analyse foreign markets, choose entry strategies, and adapt the marketing mix (product, price, distribution, communication) to different cultural and economic contexts. The course relies on real-world company examples and short case studies discussed collectively in the lecture hall.
By the end of this course, students will be able to:
• Analyse the macro-environment of a foreign market using the PESTEL framework
• Explain the influence of culture on consumer behaviour and marketing decisions
• Compare and recommend foreign market entry modes
• Segment, target and position an offer for an international market
• Design an international marketing mix (product, price, place, promotion) adapted to a target market
• Present and defend a marketing recommendation in a group setting
- Enseignant éditeur: Ben Miled-Cherif Hela
This course provides an introduction to the concepts, frameworks and decision-making tools used by firms when they design and implement a marketing strategy across national borders. Through a combination of lectures and applied in-class exercises, students will learn to analyse foreign markets, choose entry strategies, and adapt the marketing mix (product, price, distribution, communication) to different cultural and economic contexts. The course relies on real-world company examples and short case studies discussed collectively in the lecture hall.
The course is organised in 6 sessions of 3 hours, delivered in a lecture-hall (amphithéâtre) format to the full cohort. Each session alternates between:
• A theoretical part (~80 minutes): lecture on key concepts and frameworks, illustrated with company examples
• A short break (~10 minutes)
• An applied in-class exercise (~80 minutes): case discussion, group work, mini-workshop or quiz, adapted to a lecture-hall setting (pair/small-group work with plenary debrief, live polling, hand-raising votes)
Group exercises are designed to be run with minimal materials (printed handouts or slides) and do not require breakout rooms, making them suitable for large lecture halls.
6. Course Schedule Overview
|
Session |
Topic |
Theoretical focus |
In-class exercise |
|
S1 |
Introduction to International Marketing & the Global Environment |
What is international marketing? Domestic vs. international vs. global marketing |
PESTEL diagnostic |
|
S2 |
The Cultural, Economic and Political-Legal Environment |
Culture and consumer behaviour: Hofstede's 6 dimensions; high- vs. low-context cultures (Hall) |
cross-cultural comparison |
|
S3 |
Deciding to Internationalize: Market Entry Strategies |
Overview of entry modes: exporting (indirect/direct), licensing, franchising, joint ventures, wholly-owned subsidiaries (greenfield vs. acquisition) |
choose your entry mode |
|
S4 |
International Market Research, Segmentation, Targeting & Positioning |
International marketing research: challenges of cross-country comparability, secondary vs. primary data, data sources (World Bank, Euromonitor, ITC Trade Map) |
STP workshop |
|
S5 |
International Product & Pricing Strategy |
Product strategy: standardization vs. adaptation vs. invention (Keegan's matrix); mandatory vs. discretionary adaptation |
adapt or standardize? |
|
S6 |
International Distribution & Communication Strategy + Course Wrap-up |
International distribution: channel length, choice of intermediaries (agents, distributors, e-commerce platforms) |
integrated case study & mock exam |
Marketing principles
Quiz = 100%
Core textbook
Hollensen, S., & Bogdanovic, A. (2025). Global Marketing (9th ed.). Pearson.
Additional textbooks
Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L. (2023). International Marketing (19th ed.). McGraw Hill.
Czinkota, M. R., Ronkainen, I. A., & Cui, A. (2023). International Marketing (11th ed.). Cengage.
