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.
Students are able to focus on how to develop an international marketing strategy for firms willing to to international.
The international marketing lecture is structured in 5 main parts (see Cateora, p. and Ghauri, P. N., 2014):
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 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 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 deals with the strategic issues to be dealt with while developing international marketing strategies for firms.
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.
The following literature is and can be used to prepare for the lectures:
Other literature concerning international marketing can be consulted for detailed overview about the topic.