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
- Section 1: Introduction
- Section 2: How Companies Market and Enter Foreign Markets
- Section 3: Being Human (Bias, Empathy, Intellectual Curiosity)
- Section 4: Important Non-Marketing Considerations of International Marketing
- Section 5: International Marketing Examples of Cultural, Social, Political, and Environmental Factors
- Section 6: Imagine This!
- Section 7: Conclusion
- Section 1: Introduction — How International Trade Works from a Historical Perspective
- Section 2: Imports and Exports
- Section 3: Types of Advantages
- Section 4: Benefits and Drawbacks of International Trade
- Section 5: Imagine This!
- Section 6: Trade Balance
- Section 7: The Role of Government in International Trade
- Section 8: Currency and Exchange Rates
- Section 9: Trade Risks and Risk Mitigation
- Section 10: The Global Economy and Global Supply Chain
- Section 11: Conclusion
- Section 1: Introduction
- Section 2: Similarities Between Domestic and International Marketing
- Section 3: Differences Between Domestic and International Marketing
- Section 4: Conclusion
- Section 1: Introduction
- Section 2: Understanding Culture
- Section 3: Impact of Culture on Consumer Behavior
- Section 4: How Cultural Factors Affect Marketing Strategy
- Section 5: Social Factors and Dynamics in International Marketing
- Section 6: Conclusion
- Section 1: Introduction
- Section 2: Understanding the Global Political Environment
- Section 3: Imagine This!
- Section 4: Navigating the Global Political Environment
- Section 5: Adapting to the Global Political Environment
- Section 6: Conclusion
- Section 1: Introduction
- Section 2: Legal Environment Pillars in Global Markets
- Section 3: Impact of Legal Environments on Marketing
- Section 4: Imagine This!
- Section 5: Conclusion
- Section 1: Introduction
- Section 2: Overview and Objectives of Foreign Market Entry and Research
- Section 3: Core Components of Market Entry Research
- Section 4: Research Methods
- Section 5: Market Entry Strategies
- Section 6: Factors Influencing Strategy Selection
- Section 7: Research Integration with Strategic Planning
- Section 8: Key Considerations in Researching International Markets
- Section 9: Imagine This!
- Section 10: Developing a Market Entry Plan for International Expansion
- Section 11: Conclusion
- Section 1: Introduction
- Section 2: Important Trends Affecting Digital and IMC
- Section 3: Common Challenges in Global IMC
- Section 4: Strategy Development for International IMC
- Section 5: Message Development and Global Brand Positioning
- Section 6: The Role of AI in IMC and Advertising
- Section 7: Conclusion
- Section 1: Introduction
- Section 2: People in International Marketing
- Section 3: IMC Media Planning and Channel Integration
- Section 4: Processes in International Marketing
- Section 5: IMC Implementation, Coordination, and Measurement
- Section 6: Physical Evidence in International Marketing
- Section 7: The Role of AI in Physical Evidence, People, and Processes
- Section 8: Conclusion
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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