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International marketing

Course Description: This course will delve into the crucial aspects of marketing goods and services in international markets. These key areas of international marketing will cover important marketing topics such as the nature of opportunities and risks involved in marketing goods and services in foreign markets, the characteristics of the economic, cultural, legal, and political environments for international marketing, international marketing research and information systems, evaluating and selecting international markets, various entry modes and strategies for international markets. The course also provides a systematic study of the target market environments in terms of their cultural, social, legal, and economic aspects to understand and assess the opportunities, risks, and attractiveness of expanding into international markets. This course places special emphasis on the key aspects of international company strategies used in marketing goods and services in foreign markets. It will present a detailed overview of how to plan marketing strategy and develop effective international marketing programs, including decisions related to product, price, promotion, and distribution. .

Credit hours: 3

Objectives of the course :

The course aims to equip students with the ability to enumerate and define international business environment factors, and to explain and discuss the options available at the international business organization level related to selecting and evaluating international markets, how and when to enter them, and how to serve and manage their international markets. It also introduces them to the tools and practices for structuring and monitoring marketing programs in international markets. Furthermore, it aims to foster an appreciation for managing cultural diversity in international marketing and to develop students' oral communication skills.

Course outputs :

1.1 Describes international business environment factors (EPST) affecting the cost, benefits, and risks of performing marketing activities therein.
1.2 Discusses strategic options (actions and behaviors) that can be undertaken at the international business organization level related to selecting and evaluating international markets, how and when to enter them, and how to serve and manage them (international marketing mix management).
1.3 Compares tools and practices for structuring and monitoring marketing programs in international markets.
1.4 To evaluate the use of electronic resources in international marketing.
2.1 Demonstrates effectiveness in oral communication with others and the ability to persuade by choosing the best alternatives within various international marketing decision-making situations.
3.1 Demonstrates efficiency in identifying and critiquing the impact of cultural diversity in international marketing.

Additional information:

Last updated: 2026-04-27