Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. International or global marketing is extending these processes to “foreign” markets. International marketing has become a major area of expertise for managers since the business world has become more global and companies in Western countries are facing increased competition and pressure in their “home” markets.

This course covers the core issues companies face when entering international markets and how data-driven decision-making can help to resolve these issues.

Typical questions which will be answered in this module include (but are not limited to):

• How do I set the price in foreign markets? How can I measure the willingness to pay?
• How can I measure brand value or brand equity in foreign markets?
• How do I optimise product development in foreign markets?

By completing this module students should be able to

• understand the benefits and caveats of data-driven decision making in international marketing,
• apply their knowledge in order to make data-driven decisions in international marketing, and
• critically reflect their decisions.

Students may miss up to 2 sessions. However, they will not be able to collect contribution points for the respective sessions missed.

A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:

•    Pre-readings
•    Lectures
•    Guest Speaker(s)
•    Class Participation
•    Individual Assignment
•    Group Assignment
•    Case Studies
•    Online Quizzes

Grades are distributed as follows:

• Class Attendance and Participation (10%)
• Group Assignment (50 %)
• Online Quizzes (40 %)