Marketing Across Borders 5 credits

Companies operate in a marketplace where brands, people and ideas constantly cross national borders. Whether you see your future in a global company, a digital start-up or an NGO, you will need to understand how marketing changes when you move beyond your home market. This course explores the challenges and opportunities presented by cultural diversity, different legal and regulatory systems, economic disparities, and geopolitical dynamics, so that you can turn international complexity into opportunity. During the course, you explore how core marketing strategies must be adapted across countries. You learn how to assess international markets and evaluate entry modes such as exporting, licensing, joint ventures and direct investment. You work with concepts and tools related to global branding, currency- and economy-based pricing, and managing international distribution and channel relationships. You also examine how multinational companies tailor their marketing mix, how digitalisation reshapes cross-border marketing, and how cultural context and ethics influence decisions in different countries. By the end of the course, you will be able to analyse and compare foreign markets, identify key opportunities and risks, and recommend suitable entry and growth strategies. You will be able to justify when and how to adapt products, prices, communication and distribution for different national contexts, and how to integrate ethical and cultural considerations into your decisions. Overall, you will strengthen your ability to make informed, evidence-based marketing decisions in a globalised economy and to contribute confidently to international marketing projects in your future career.