International Marketing

Korea University

Course Description

  • Course Name

    International Marketing

  • Host University

    Korea University

  • Location

    Seoul, South Korea

  • Area of Study

    International Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Description

    As an advanced level marketing class, this course builds on the fundamentals of marketing. The primary objective of this course is to expose students to the global issues involved in creating marketing strategies that generate value for the global customer. This course will explore the complex and constantly evolving realities of international marketing by introducing a brief review of the macro level environments (i.e., culture, geography, economics, legal systems, and governments) faced in international markets and then by addressing in depth the elements of the international marketing strategy pertaining to issues such as pricing, channels of distribution, consumer and business markets, advertising, sales, and exporting.

    Course Objectives

     By the end of the term you will:

    • Recognize the cultural, historical, political, economic, legal, ethical, and institutional features that influence the international marketing strategies of multinational firms.
    • Learn various concepts and theories pertaining to international marketing.
    • Analyze and evaluate global marketing situations.
    • Identify international marketing opportunities through international marketing research, market segmentation, and positioning strategies.
    • Be able to select appropriate foreign market entry modes that enhance customer value by evaluating and examining the pros and cons of each mode of a given internal and external marketing environment.
    • Develop the skills to effectively deliver customer value to local consumers by adopting and implementing culture specific marketing strategies.

    Course Content

    This course consists of lectures, in-class discussions, cases, and textbook readings.  Lectures and in-class discussions are the primary teaching method of the course and are designed to introduce and clarify the topics pertaining to international marketing and to help students develop strategic decision-making skills for effective international marketing.  Case studies will provide additional opportunities to connect class topics/materials to the real world.  Finally, the textbook will be a good source for comprehensive knowledge on international marketing.

    Case Discussion & Analysis

    I have carefully chosen cases to highlight different aspects of international marketing theories and implications for global marketing strategies. You are required to prepare all cases for class discussion. Each group or student will be assigned one (or two) case(s), will present the summary and their answers to the class, and lead class discussion on the case. The case presentation should be around 20 minutes, so you will need to effectively manage your time.  I would also recommend each group (or individual) make a brief 5 minute summary of the case and spend the remainder of the time on questions and discussion.

    With case analyses, I will assess four aspects of your presentation as follows:

    • the extent to which your presentation effectively summarized the relevant issues of the case,
    • the extent to which your presentation allows for INTERACTION with students,
    • the quality of answers you summarize from the discussion, and
    • the quality of audio/visual (i.e., PowerPoint slides) materials and the extent to which you use them effectively.

    I consider case presentations a part of the important learning process in the course for both presenters and students in the audience. Therefore, strive to stimulate the discussion as creatively as possible before you wrap up each question and synthesize what the class discusses with your own answer. Again, manage your time, so you can cover all key points and questions.

    • Case discussions: all cases will be discussed in class, so you must read and thoroughly prepare the cases ahead of time. You will be called upon in class and must be prepared to answer questions about the case. You will receive a grade for your participation.
    • Written Case Analysis: You can select 3 out of the 15 cases we will discuss in this course. You will only have 3 written case assignments; I will not provide extra credit for doing extra assignments.

    Attendance and Class Participation

    Students are expected to attend class regularly and to arrive promptly. I will check class attendance randomly, and it will be reflected in your attendance score. Missing classes will certainly have a negative impact on your exam scores. You will lose 7 points for each absence. Korea University’s academic regulations state that a class attendance rate of at least 70% is required for a student to earn a passing grade. You are expected to participate in various class discussions and respond to any questions or issues raised in class to earn your class participation points.  To earn your participation credit, you are required to turn in a note at the end of EACH CLASS with your name clearly indicated in the upper right corner of an 8 ½  X 11 (Letter Size) sheet of paper, along with a brief description of what you contributed to the class discussion.   No credit will be given without a participation note or for the participation notes that do not follow the instructions listed above.  Attendance and class participation will count for 14% of your final grade, or 100 points, and your participation points will depend on the frequency and quality of your participation. I also measure class participation based on the following criteria: paying attention during lectures; respectful listening when I or your peers are speaking; your ability to fully engage in your learning without texting, checking your phone or email, or participating in other digital distractions; your ability to stay awake, etc. If you are unable to meet the above criteria, I will take away participation points throughout the semester. You must introduce yourself to the class in a Discussion Board posting during the first day of the semester (by 11:59 p.m.). Your introduction will give you 10 points towards your participation grade. Click on the link "Discussion Board - First Day Introduction," and then click on "Create Thread." Include any of the following information you feel comfortable sharing:

    • Education history
    • Current work and/or work history
    • Why you chose to enroll in KU summer campus
    • Hobbies
    • Family
    • Anything else you'd like to share about yourself


    I will give three exams during the semester. All exams will be non-cumulative and closed book/notes. Test materials for exams will come from the textbook, lectures, discussions, video clips, case presentations, and other topics discussed in class.  Test dates are listed on the tentative course schedule at the end of this syllabus.

    Guidelines for the Course

    I expect that you will treat your participation and attendance in this course in a professional manner.  Professionalism will be broadly defined to include the following:

    1. Prepare ahead of time for class.  Read the textbook material and case before coming to class, and come prepared to ask questions about things that you do not understand.  If you don’t come with questions, I will assume that you understand everything in the textbook perfectly!  Remember, exams will include all material in the textbook, as well as material covered in class.

    2. Arrive on time.  When you arrive late, you are sending out a message that says, “Look at me – I’m so much more important than you, and so much busier than you, that I can’t possibly be expected to arrive on time.”  It also sends the message that you are unreliable and can’t be trusted with even so simple a task as arriving on time!  Employers, clients, and colleagues will take a dim view of tardiness, so get into the habit of arriving on time.

    3. Attend every class, and let the professor know when you will not be attending.  Everything that we discuss in class is potential exam material.  Make sure you exchange names and phone numbers with other students who can take notes for you if you have to miss a class for reasons beyond your control.  It is not the professor’s responsibility to fill you in on what you missed when you are absent without a medical certificate!

    4. Participate!  When there is a discussion going on in the classroom about the current day’s topic or about one of the cases, I expect you to verbally participate.  It is not enough to simply sit in the classroom and soak it all in; I expect you to provide your analysis and opinions of the current topic.  Proactive participation is especially encouraged – feel free to bring in newspaper articles or advertisements relating to the course, and we will discuss these in class.  You will receive a grade for your participation in the cases, which will depend on both the quality and quantity of participation (i.e., high quantity but low quality may result in a low mark).

    5. Follow appropriate business etiquette regarding cell phones.  Think of the class as a meeting, and make sure your cell phones and pagers are turned off when you come to class.


Course Disclaimer

Courses and course hours of instruction are subject to change.