International Marketing

This course is available:        

Spring 2019 Semester 

Fall 2019 Semester 

Course leaders:                     

Dr. William Wu



5 ECTS (Semester programme)

Course description

The principal objective of this course is to help you develop a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets with a particular focus on emerging markets, Asian markets, and Chinese market.

This course covers the topics an informed marketing manager needs to understand to execute strategic, tactical and administrative marketing. Readings, case studies and examples are carefully selected for class discussions, so as to provide students with a good mix of Asian and international example, as well as a comprehensive understanding of emerging markets and marketing trends. In addition, a heightened focus on e-marketing activities helps students to understand the growing integration of technology and marketing in today’s globally-connected world.

You will:

1.         Assess various foreign markets

2.         Analyze the impact of cultural, social, political and economic factors on marketing strategies

3.         Determine when to use different market entry and penetration strategies

4.         Examine the different skills and systems required to implement marketing strategies across country borders

5.         By engaging your best efforts, you will enhance your understanding of the scope, risks and rewards facing organizations attempting to establish and maintain global competitiveness.

Examination & Grading

1 Class Attendance (5%) and Participation (5%) Attendance in class sessions is required.

Class participation is critical to the success of this course and also provides an opportunity to develop the oral communication and persuasion skills that are essential in the practice of marketing. Also, students are encouraged to take this opportunity to look into current marketing events that are relevant to your own surrounding.

2 Group Marketing Project (20%) and Presentation of the Marketing Project (10%). The instruction of group project will be sent from the professor with a separate email.

3 Two Written Assignments (20%) and two tests (40% of final grade). There will be 2 written assignments and 2 Tests during the course. Each test will include two sections: multiple-choices questions and short answer questions or case study.

Student profile/target group

Students of the social sciences, including economics and business, political sciences, European studies, history, culture studies and sociology. A wide range of interests will help, but no specific expertise is required.


Course Requirements

·         Attendance during all sessions

·         Active participation in lectures and tutorials

·         Participation in the group presentation.

·         Participate in the final exam


‘Marketing Management: An Asian Perspective’. Sixth Edition. Kolter, Keller, Ang, Leong and Tan, Pearson Published. ISBN:978-981-06-8797-7 

Resume Course Director / Lecturer

William Wu is a Visiting Professor of International Marketing at Fudan University and Associate Director of Pepperdine University Shanghai Programmes. Concurrently, he works as a business consultant for various consultancy firms in Shanghai. William has a Bachelor degree in Computer Science from Tongji University in Shanghai, a Master degree in management from the University of Geneva, and MBA from ENPC Paris. He currently is a Doctorate Candidate in Business Adminstration at University of Manchester. His research interests include: e-commerce, digital marketing, consumer purchasing decision and international marketing. 

Course schedule

Session   One :

Introduction   to syllabus and introduce the basic concepts of international marketing;   Chapter 1: Defining Marketing for the 21st Century.

Session   Two :

Chapter 2:   Developing Marketing Strategies and Plans.

Session   Three :

Chapter 3:   Gathering Information and Scanning the Environment;

Session   Four :

Chapter 4:   Conducting Marketing Research and Forecasting Demand

Session   Five :

Chapter   5: Creating Customer Value, Satisfaction, and Loyalty

Session   Six: :

Chapter 6:   B2C Marketing

Session   Seven :

Chapter 7:   B2B Marketing

Session   Eight :

Chapter 8:   Identifying Market Segments and Targets

Session   Nine:

Chapter 9:   Creating Brand Equity

Session   Ten:

Chapter 10: Crafting the Brand Positioning

Session   Eleven :

Chapter 11: Competitive Dynamics

Session   Twelve :

Chapter 12: Setting a Product Strategy; Chapter 13: Designing and   Managing Services (Brief introduction)

Session   Thirteen :

Test   2 (close book) covering Chapter 7-13, Group project presentations.