International Marketing in Freiburg

Learning objective of International Marketing

International marketing lecture complements the principles of marketing lecture by focusing on the international context of marketing. Students learn how to integrate the 4P Framework into the international environment (See Global Business Environment lecture). Students can integrate knowledge from other fields e.g.

  • Microeconomics - How economic subjects make production, income and consumption decisions
  • Macroeconomics - How international trade, imports, exports as well as labor, money, currency ...etc. markets affect employment, inflation, gross domestic product etc.
  • Global Business Environment - How to analyze the global environment using the PESTLE-Framework, resource based views and Porter´s five forces, among others.
  • Strategy Management - how organizations shape their reason of existence (mission) and long-term goals (vision).

Students are able to focus on how to develop an international marketing strategy for firms willing to to international.

Milestones in International Marketing Lecture

The international marketing lecture is structured in 5 main parts (see Cateora, p. and Ghauri, P. N., 2014):

Part 1: What is international marketing

Marketing, International Marketing, International Context, Evansonslabs Consulting and Coaching Freiburg im Breisgau
International Marketing is the extension of marketing activities beyond the local (domestic) scope - (c) evansonslabs

Part 1 of the lecture guides the student through the already acquired knowledge from other fields and show the student the connection and relevance of the international context of marketing.


Part 2: The international marketing Environment - political and cultural issues

International marketing environment using the PESTLE Framework, evansonslabs consulting and coaching freiburg im breisgau
The international marketing environment using the PESTLE Framework - (c) Evansonslabs

Part 2 of the Lecture is covered by the Global Business Environment lecture and therefore the main discussion is oriented on marketing management issues.  The international environment is affected by the dimension of the PESTLE-Framework, which include political, societal (cultural), economic, technological, legal and ecological environment. This issues shape the international marketing environment.


Part 3: assessing International Market Opportunity

assignment topics in International Marketing lecture 2019 at Cambridge International Business College CIBC Freiburg
Self-selected seminar assignment topics in International Marketing Lecture 2019 at Cambridge International Business College (CIBC) Freiburg

Part 3 of the lecture focuses on the international market research methods, tools and informational sources that are required in gaining knowledge about the markets of interest.


Part 4: Developing International Marketing Strategies

Part 4 deals with the strategic issues to be dealt with while developing international marketing strategies for firms.

Part 5: Developing International Marketing Decisions - Mix

Part 5 deals with the practical implementation of international marketing strategies in the international environment after considering the modification that have to be made between domestic (local) marketing mix and foreign (international) marketing mix of a firm.

Literature for the international marketing lecture

The following literature is and can be used to prepare for the lectures:

  • (Main Literature in the lecture) Cateora, P. and Ghauri, P. N. (2014) International Marketing, McGraw Hill. Fourth edition.
  • (complement to the lecture) Wit, Bob de; Meyer, Ron (2014): Strategy synthesis. Managing strategy paradoxes to create competitive advantage. Fourth edition. Andover, Hampshire: Cengage Learning.
  • (complement to the lecture) Wit, Bob de; Meyer, Ron (2014): Strategy synthesis. Managing strategy paradoxes to create competitive advantage. Fifth edition. Andover, Hampshire: Cengage Learning.
  • Jeannet J., and Hennessey, H.D., (2003) Global Marketing Strategies (Latest edition) Houghton Mifflin.
  • Journal of Marketing
  • European Journal of Marketing

 Other literature concerning international marketing can be consulted for detailed overview about the topic.