International Marketing

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Peter Drucker

During the past decade companies in increasing numbers are emerging or trying to emerge as customer focussed global marketers serving global markets. This is caused by forces like the slowing down of growth in domestic markets, increased competition, and a lowering of trade barriers. Since many firms become globalised, competence in international marketing is increasingly important to business professionals. How can managers protect their markets from these new entrants, and ensure growth for their product and service offerings? Developing skills in International Marketing will show you how to create value and build strong relationships with your customers. They will learn how to connect with their customers, learn how to shape and price the market offering, and learn how to communicate and deliver value.

After this course you will be able to:
  • understand fundamental marketing theories and principles

  • analyse consumer and business markets to identify competitors and potential market segments nationally and internationally

  • develop strategies to position new market offerings nationally and internationally

  • devise product and branding strategies that are appropriate for different cultures and markets worldwide

  • develop pricing strategies in the context of a competitive environment

  • establish promotion and other marketing communication strategies including online strategies for regional and international cultures

  • integrate all aspects of the strategic effort to manage the marketing function in a worldwide marketplace

The course covers the following topics:

  • The International Marketing Environment, the economic, cultural, political, legal and technological environments
  • Human and natural resources, infrastructure (roads, telephone, technology, etc)
  • Demand in International Markets and International Marketing Research
  • Supply of International Markets
  • Market Entry Strategies, Export and Licensing
  • International Marketing Strategies


Dr. Clemens Bechter
Professor of International Management and Marketing

The Power of Partnership


Kozminski University     Maastricht University     Eada Business School Barcelona    Leipzig Graduate School of Management      Aix-Marseille Graduate School of Management     Audencia Business School


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