This course aims to introduce students to Marketing to other consumption cultures. The biggest issue in International Marketing is to try to understand how people in other cultures live, buy and consume, and then to adapt the Marketing-mix of a product or a service to those cultural differences : should the product be adapted, the communication strategy (advertising messages), the price or the distribution strategy (how to physically enter the market). Branding is also a major issue.
Order of enrolment:
The following course units should be:
* successfully completed: /
* taken before: /
* at least taken at the same time: /
There are no prerequisites whatsoever.
Marketing in a nutshell : segmentation-targeting-positioning.
Studying consumption culture : what are the components of culture ?
Market research in foreign cultures
Adapting the Marketing-mix to cultural differences
Strategic issues in International Marketing
Articles and literature
Examples and samples
Toledo / e-platform
Is also included in other courses
- Study Abroad Programme in European Culture and Society (PECS)
- Master in de toegepaste economische wetenschappen (Major: International Business) 60 ects.
- Master in de toegepaste economische wetenschappen (Major: Marketing) 60 ects.
- Master in de toegepaste economische wetenschappen (Minor: International Business) 60 ects.
- Master in de toegepaste economische wetenschappen (Minor: Marketing) 60 ects.
- Master in de toegepaste economische wetenschappen: handelsingenieur (Minor: International Business) 120 ects.
- Master in de toegepaste economische wetenschappen: handelsingenieur in de beleidsinformatica 120 ects.
- Master of Business Economics (Major 2: International Business) 60 ects.
- Master of Business Economics (Major 4: Marketing) 60 ects.
- Master of Business Economics (Minor 2: International Business) 60 ects.
- Master of Business Economics (Minor 4: Marketing) 60 ects.
Challenges of International Marketing.
International Market segmentation
Culture and International Marketing
International Marketing Research
Adapting the Marketing-mix to local culture
The mode of entry decision
International Marketing Strategies
Teach students how to appreciate foreign consumption culture, and how to adapt the Marketing-mix to cultural differences
Description of learning activities
Formal class teaching
The exam consists solely of writing a paper about the study of the consumption culture of a certain product class, which will be announced in class (students cannot choose their product)
Course notes and journal papers on Toledo
Recommended reading :
Marketing across Cultures, Usunier & Lee, 5th ed, Prentice Hall
International Marketing textbook : Doole & Lowe (or any other textbook)
Determination of grades
* The grades are determined by the course holder(s) (titularis), as announced via Toledo and the examination schedule. The result is computed and expressed as a whole number on a scale of 20.
The exam of International Marketing consists ONLY of an individual paper. The topic centers around the adaptation of the Marketing-mix of the product of a company (real or invented) to the specific culture of a specific country. Products and countries will be selected only by me. The purpose of the paper is to assess the capacity of the student to understand and research culture and how to react to differences. Students will have the right to invent data to prove their point. Examples of good papers of the previous academic years will be available on Toledo
Evaluation third examination period
* During an academic year, the student has 2 chances to participate to the exam: a first time during the first or second examination period, and a second time during the third examination period.
* The characteristics of the evaluation of the third examination period are similar to those of the first or the second examination period: the student can resubmit the paper after making the necessary corrections.
Evaluation of de paper
*Deadline: Term of deliverance and deadlines will be determined by the lecturer (titularis) and communicated via Toledo.
--If the determined deadline was not respected, the final grade of the course will be not taken , unless for a very serious reason the student asked the lecturer to make an arrangement for a new deadline.