International Marketing

Course title

0D223000

,0M105200

Purpose of class

The purpose of this class is to help students understand marketing as a strategic activity that connects technologies and ideas with markets and customers. By focusing on international contexts, the class aims to develop students’ ability to analyze differences in markets, customers, and competitive environments, and to consider how marketing strategies should be adapted across countries and regions.

Course content

This course introduces the fundamental concepts of marketing with a particular focus on international and global contexts. Students learn how value is created, communicated, and delivered to customers across different markets and regions. The course covers key frameworks of marketing strategy and examines how technological products and services are positioned and managed in diverse market environments.

Note: areas we do not cover：
We do not cover “data analytics” in marketing.
We do not cover aesthetic or artistic value of advertising.

Goals and objectives

Explain key concepts and frameworks in marketing
Understand how customer value and competitive positioning differ across markets
Analyze marketing strategies in international and global contexts
Discuss marketing-related issues clearly and logically in English

Relationship between 'Goals and Objectives' and 'Course Outcomes'

	Participation to the class activities	Report and presentation	Group activities	Total.
1.	5%	5%	10%	20%
2.	10%	10%	10%	30%
3.	10%	10%	10%	30%
4.	5%	10%	5%	20%
Total.	30%	35%	35%	-

Language

English

Class schedule

	Class schedule	HW assignments (Including preparation and review of the class.)	Amount of Time Required
1．	Nov.25 Online Introduction to marketing; customer value; role of marketing in connecting technology and markets	Conduct preliminary research on marketing by reviewing relevant literature and online resources to gain a basic understanding of key	45minutes
1．		Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	45minutes
2．	Nov.25 Online Customer analysis; segmentation and targeting; differences across markets	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
3．	Dec.2 Online Positioning and competitive strategy in international markets	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
4．	Dec.2 Online Product and service strategy; market adaptation and standardization	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
5．	Dec.9 Online Pricing and distribution channels in international markets	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
6．	Dec.9 Online Global market expansion; cultural and institutional differences	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
7．	Dec.17 Online Integration and reflection; presentations and discussion	Preparation: Read the assigned sections of the textbook. Review the concepts and cases of innovation covered in class, and organize key points and insights gained from the lecture.	90minutes
Total.	-	-	630minutes

Evaluation method and criteria

Criteria:
Participations in the class activities: Listen to the lecture carefully and take an active role in the session.
Report and presentation: The content of the submitted report and presentation in the class is evaluated.
Group activities: How proactively have you participated in the group is evaluated.

Guideline of evaluation
- Meeting basic requirements: 60 points
- Meeting requirements with logical background: 70 points
- Meeting requirements by utilizing knowledge obtained in the course. The presentation is clear with a logical sequence. : 80 points

- Important Note: If a student is absent more than three times out of the seven-week course, or fails to submit assignments more than three times without a valid reason (e.g., illness, conferences, internships, etc.), they will fail the course. Tardiness or absence will result in a deduction of points.

Feedback on exams, assignments, etc.

ways of feedback	specific contents about "Other"
Feedback in the class

Textbooks and reference materials

Required Text book：
Kotler, P., Keller, K. L., ＆ Chernev, A., Marketing Management (17th Edition), Pearson. (Kindle / eText editions acceptable)，ASIN ‏ : ‎ B0F83142KJ
https://x.gd/4lEoZ
Recommended Reading: Relevant chapters will be introduced in each class.

Reference books：
The following are recommended references. Other relevant books and materials will be introduced during the course.

- ”The Innovator’s Dilemma” by Clayton Christensen, 1997
- Lead and Disrupt: How to Solve the Innovator’s Dilemma, Charles A. O’Reilly III, Michael L. Tushman, 2016

Prerequisites

Class Style：
• This course is conducted in online.
• Please bring a PC and a smartphone to each class.
• This course uses active learning and includes many group activities.
All students should respect each other’s opinions and listen carefully.
Do not criticize others’ ideas.
Please try to create a team where everyone feels comfortable asking questions.
• Classes will be recorded on Zoom.
The recording links will be shared on ScombZ.
Please note that recordings may not be available if technical problems occur.

Related Course Recommendation:
This course, International Marketing, is designed to be taken together with Management of Technology, offered in the third quarter. By taking both courses, students can gain a comprehensive understanding of how technological capabilities connect with market strategies and global business development.

In Management of Technology, students study technology strategy, R＆D management, intellectual property, and the effective use of technological resources from a managerial perspective, with emphasis on building sustainable competitive advantages. In contrast, International Marketing examines how technological innovations and business ideas are transformed into market value through customer understanding, market analysis, competitive strategy, and value delivery systems in global markets.

Both courses are also related to Entrepreneurship Practice (July 30–August 1). The frameworks learned across these courses support consideration of how research outcomes and specialized technologies can be commercialized.

Through this sequence, students can understand the process from technology management to international market expansion and commercialization. Although enrollment is optional, students are encouraged to take both courses whenever possible.

Office hours and How to contact professors for questions

Prior appointment by email is recommended.

Regionally-oriented

Non-regionally-oriented course

Development of social and professional independence

Course that cultivates an ability for utilizing knowledge
Course that cultivates a basic interpersonal skills
Course that cultivates a basic self-management skills
Course that cultivates a basic problem-solving skills

Active-learning course

Most classes are interactive

Course by professor with work experience

Work experience	Work experience and relevance to the course content if applicable
Applicable	This course is structured around the instructor’s professional experience in market analysis, product and service development, and business strategy formulation, together with theoretical perspectives and prior research in marketing and related fields. Through the examination of practical cases of customer understanding and value delivery from theoretical viewpoints, the course aims to develop the ability to systematically understand value creation in markets and to integrate academic knowledge with practical insights.

Education related SDGs:the Sustainable Development Goals