The International Marketing Courseware
Prepare students to think globally, act strategically, and market effectively across borders
The "International Marketing" courseware equips students with the knowledge and tools to navigate the complexities of global markets. Students will explore how culture, politics, legal systems, and infrastructure shape marketing decisions, and how to adapt strategies for diverse audiences and business environments. The course also challenges students to recognize the role of empathy, bias, and intellectual curiosity in shaping international campaigns that resonate across cultures.
Topics include international trade and government policy, cross-cultural communication, B2B and B2C global strategy, market entry, integrated marketing communications (IMC), and more.
What’s Inside
Table of Contents
- Part One - International Marketing Overview and Environment
- Section 1: The Scope and Challenge of International Marketing
- Section 2: How Companies Market and Enter Foreign Markets
- Section 3: Being Human
- Section 4: Important Non-Marketing Considerations of International Marketing
- Section 5: International Marketing Examples of Cultural, Social, Political, and Environmental Factors
- Reflection Questions and What to Expect in the Next Chapter
- Section 1: Introduction—How International Trade Works from an Historical Perspective
- Section 2: Imports and Exports
- Section 3: Types of Advantages
- Section 4: Benefits and Drawbacks of International Trade
- Section 5: Trade Balance
- Section 6: The Role of Government in International Trade
- Section 7: Currency and Exchange Rates
- Section 8: Trade Risks and Risk Mitigation
- Section 9: The Global Economy and Global Supply Chain
- Part Two – International Marketing Considerations
- Section 1: The Importance of a Global Perspective in Marketing
- Section 2: Similarities Between Domestic and International Marketing
- Section 3: Differences Between Domestic and International Marketing
- Section 1: Understanding Culture
- Section 2: Impact of Culture on Consumer Behavior
- Section 3: How Cultural Factors Affect Marketing Strategy
- Section 4: Social Dynamics and International Marketing
- Section 5: How Social Dynamics Affect Marketing Strategy
- Section 1: Why the Global Political Environment Matters
- Section 2: Understanding the Global Political Environment
- Section 3: Navigating the Global Political Environment
- Section 4: Adapting to the Global Political Environment
- Section 1: Impact of Legal Environments on Global Markets
- Section 2: The Building Blocks of Legal Environments in Global Markets
- Section 3: Impact of Legal Environments on Marketing (7 P’s within legal environments context)
- Part Three – International Opportunities and Market Expansion
- Section 1: Top Considerations for Market Entry/Expansion
- Section 2: Market Research
- Section 3: Developed, Developing, and Emerging Markets
- Section 4: Market Entry/Expansion Survey
- The Americas
- Europe
- Africa and the Middle East
- Asia Pacific
- Part Four – International Marketing Management
- Section 1: Introduction—Overview and Considerations
- Section 2: Audience
- Section 3: Decision-Making
- Section 4: Cultural Nuances and Sensitivities
- Section 5: Communications
- Section 6: Sales Cycles
- Section 7: Legal and Regulatory
- Section 1: Introduction—Deeper Dive into the 7 Ps from an International Marketing Perspective
- Section 2: Product
- Section 3: Price
- Section 4: Place
- Section 5: Promotion
- Section 6: People
- Section 7: Packaging
- Section 8: Process
- Section 1: Introduction—Compare and Contrast Working with Internal and External Stakeholders
- Section 2: Cultural Awareness and Sensitivity
- Section 3: Communications Strategies
- Section 4: Market Research and Local Adaptation
- Section 5: Global vs. Local Brand Considerations
- Section 6: Technology and Data Sharing
- Section 7: Cross-Functional Collaboration
- Section 8: Crisis Management and Risk Mitigation
- Part Five - International Marketing Leadership
- Section 1: Introduction—What to Include in an International Marketing Plan
- Section 2: Marketing Research and Analysis
- Section 3: Regulatory and Legal Environment
- Section 4: Political and Economic Environment
- Section 5: Product Localization and Adaptation
- Section 6: Promotion and Communication Strategy
- Section 7: Operational Considerations
- Section 8: Financial Planning and Budgeting
- Section 9: Crisis Management and Risk Mitigation
- Section 10: Sustainability and Corporate Social Responsibility (CSR)
About the Author
Terry Sullivan
Terry Sullivan has more than 30 years of experience as a corporate executive, entrepreneur, consultant, and professor. In addition to several start-ups including a successful exit of his first company, Terry has worked for a variety of small and large companies and is the Founder and President of Strategic Glue, a marketing consultancy in St. Louis, Missouri. As an Assistant Professor and Adjunct Professor in the School of Communications and the School of Business at Webster University (also in St. Louis, Missouri), Terry has 14 years of higher education experience and is the author of two Stukent courseware titles, Marketing Management Today and Brand Management & Strategy: Building & Sustaining a Valuable Brand. Terry studied English and management as an undergrad and has a master’s degree in International Business from Saint Louis University. Terry is married with two sons and enjoys songwriting, guitar playing, movies, reading, exercising, and occasional skateboarding.
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