This course is a study of international marketing strategy. The topics discussed will focus on two key themes: a survey of key international marketing decision-making frameworks and analyses of business cases using those frameworks.

This course is organized in cooperation with the University of Georgia. Participating WU students will therefore have the unique opportunity to work together with students from University of  Georgia, Terry College of Business, in an intercultural learning environment. The students from the partner university will stay at WU for the duration of the course.

During the course, students will have the opportunity to (1) consolidate an understanding of key international marketing concepts, (2) make strategic and tactical marketing decisions that span across target market selection, product, price, distribution, and promotion through discussion of business cases, (3) develop the skills to analyze real-life business situations. Upon completion of this course, each student should be able to:

1. Experience, both individually and collectively as a team, the international marketing strategy planning, implementation, and evaluation processes.
2. Integrate and apply marketing strategy and analysis principles to analyze major international business decisions, both conceptually and quantitatively.
3. Effectively work in a team and develop a professional and business-like attitude similar to that needed to operate in a real-world environment.

Prior to the first day of the course, students must purchase an individual copy of a course pack that includes all the required readings for the course (at Bel Jean’s in downtown Athens, available at the end of February 2019). Students who are not located in Athens will be provided with separate instructions. The topical outline provides details of the international marketing concepts and cases that will be covered in this course. In Vienna, students will discuss these business cases.

I will take attendance every day. Students who miss more than one class will receive a ten-point deduction for each absence.

mixture of lectures and discussion, case studies, team work,...

• Individuals:
  • Class participation (3 points/class) - 30 points/15%
  • Quiz (4 quizzes, 10 points max each) - 40 points/20%
  • Individual essay - 20 points/10%
• Team-based:
  • Case summary (4 cases/ 10 points each) 40 points/20%
  • Team essays of key take-aways (2 essays, equivalent to 2 exams, 25 points/each) - 50 points/25%
  • Presentation quality - 20 points/10%

Required: A course pack that includes business cases and required readings (available at Bel-Jean in downtown Athens in March 2019). For WU students, please email me at the end of March, 2019 for instruction on how to access the course pack (costs approx. $25 + tax).

Open source text (required): Carpenter and Dunung’s International Business. Available for open access at https://open.umn.edu/opentextbooks/textbooks/international-business. We will only focus on a number of chapters (3, 8, 10, 14).

Prior knowledge of principles of marketing is not required, since I will do a quick review on the first day of class. All the university libraries have textbooks on basic marketing concepts as well. You can always ask me in class or by email if you have difficulty understanding the cases.

Students with disabilities who require reasonable accommodations in order to participate in course activities or meet course requirements should contact the instructor by appointment.

This is your course. To get the most out of it, it is essential that you be well prepared before each class. Each class will involve a mixture of lectures and discussion. It is a good idea to bring a laptop to class as some discussion may involve internet search and library access.