International Marketing

(2-5 Credit Hours) · Undergraduate

Copenhagen, Denmark: This course explores how companies grow by expanding into international markets, with an emphasis on brand building, cultural differences, and cross-border marketing strategies. Students apply theory through real-world business cases, developing consultant-style reports and presentations. _______________________________________________________________________________________________________________________ This course addresses the cultural dimensions of the globalization of markets, organizations, and consumer behavior. The objective is to develop managerial skills for success in an international setting. Topics to be covered include management of cross-cultural organizations, cross-cultural consumer behavior, cross-cultural market research, intercultural marketing strategy, and marketing communication across borders. Students will execute a group project directed to a selected region of the world. _______________________________________________________________________________________________________________________ University of Galway: This course examines why and how firms internationalize, focusing on export initiation, market entry strategies, and the challenges of operating across borders. Students analyze global political, economic, legal, and cultural environments to evaluate international marketing strategies and decisions, including adaptation and standardization of the marketing mix. Sao Paulo, Brazil (PB): Students learn about Marketing Research and other Marketing tools to evaluate companies when they enter new global markets. PB - Sao Paulo, Brazil (GMKT 2501): This course sharpens strategic decision-making for firms competing in global markets, blending rigorous frameworks (PESTEL analysis, international segmentation, and market entry strategy) with hands-on case work on real multinational challenges, including Wendy's international expansion, BYD's global positioning, and AI's growing role in competitive intelligence. Students translate this analysis into a client-ready group project, developing the cross-cultural fluency and strategic judgment essential to any global business career.