Intro to International Marketing Course Syllabus

Overview: This course provides a comprehensive introduction to international marketing, designed for beginners and professionals aiming to build foundational knowledge in global marketing strategies. Through a blend of theoretical frameworks, cultural insights, and real-world case studies, learners will understand how to navigate diverse markets and apply innovative cross-industry approaches. The course is structured into six modules, totaling approximately 12 hours of flexible learning, ideal for working professionals. Upon completion, participants will receive a certificate and gain practical skills applicable to international marketing roles.

Module 1: What is Marketing?

Estimated time: 2 hours

• Introduction to core marketing concepts and execution
• Understanding the “Noon Nopi” (Eye Level) concept in aligning company and consumer perspectives
• Discussion of the 4Ps: Product, Price, Place, and Promotion
• Exploration of cultural dimensions in marketing strategies

Module 2: What is Marketing Strategy?

Estimated time: 2 hours

• Introduction to strategic planning in marketing
• Application of the Vision-Strategy-Action (VSA) framework
• Examination of cross-industry innovation in marketing
• Insights from interviews with professionals in luxury marketing and other sectors

Module 3: Understanding Cross-Country and Cross-Industry Innovation (CCCI)

Estimated time: 2 hours

• Defining Cross-Country and Cross-Industry Innovation (CCCI)
• Exploring CCCI applications in global markets
• Analyzing how CCCI drives marketing innovation
• Case examples of successful CCCI implementations

Module 4: Cultural Frameworks in International Marketing

Estimated time: 2 hours

• Introduction to Etic (universal) and Emic (culture-specific) approaches
• Applying cultural frameworks to marketing strategies
• Understanding cultural nuances in consumer behavior
• Strategies for adapting marketing to local cultures

Module 5: What is Branding?

Estimated time: 3 hours

• Understanding branding fundamentals
• International branding strategies and challenges
• Case study: ASIANA COBRA cross-industry branding project
• Positioning products effectively in diverse global markets

Module 6: Final Project

Estimated time: 1 hour

• Analyze a real-world international marketing case study
• Apply the VSA framework and CCCI concept to a global brand
• Submit a short report outlining strategic recommendations

Prerequisites

• Basic understanding of business concepts
• Familiarity with fundamental marketing principles (helpful but not required)
• Interest in global markets and cultural dynamics

What You'll Be Able to Do After

• Explain core principles of international marketing
• Apply the Vision-Strategy-Action (VSA) framework to marketing planning
• Utilize Cross-Country and Cross-Industry Innovation (CCCI) in global strategies
• Analyze cultural influences on marketing using Etic and Emic approaches
• Develop effective branding and positioning strategies for international markets