International Marketing: The Global and European Perspective

Charles University

Course Description

  • Course Name

    International Marketing: The Global and European Perspective

  • Host University

    Charles University

  • Location

    Prague, Czech Republic

  • Area of Study

    Advertising, Business Administration, Marketing, Peace and Conflict Studies

  • 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

  • Contact Hours

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

    The course introduces the fundamental principles of marketing in the context of the global and European environment. It examines not only economic but also cultural, social, legal, political, financial, and geographic dimensions of these markets. The course emphasizes the practical aspects of the application of marketing concepts in the international environment.
    Relevant materials along with practical examples and cases are used to help students understand marketing strategies. The core of the course will not only be lectures but also presentations and discussions of cases involving active participation of students. Reading assignments, exams, homework, presentations and participation will be used to achieve the objectives of this course.
    By the end of the course, students should be able to:
    • Strengthen knowledge of marketing in an international context
    • Understand major macro-environmental factors in global and European markets
    • Develop skills to adapt marketing strategies to specific international market needs while observing regional and local constraints
    • Apply basic marketing concepts and use market research abilities on a global and European scale for foreign market penetration
    • Understand market structure, competitors, product portfolios and consumer behavior from an international perspective
    • Develop an appreciation for the cultural and environmental uniqueness of global markets
    This is a sample; changes can be made based on current developments. Some issues will be discussed in several sessions as the issues at hand will overlap to some degree.
    1. Scope & challenges of international marketing
    2. The international marketing environment: including cultural, geographic, historical, and political influences dynamics impacting marketing in a global setting
    3. Market Research & Analysis: How to think about the market, define the market, and size a market including practical examples and case study of a qualititative approach
    4. The importance of the brand and extension of the brand in an international setting.
    5. International Product Development: Considerations in product development in general including how to approach new product development and existing product continuous improvement. How to incorporate customer needs into product designs and the extension of product development to the international setting.
    6. Strategic Marketing: examination of the strategic marketing process which ties many marketing aspects together into an iterative process often used in industry as the starting point for discussions on strategy development.
    7. All subjects within the context of an increasingly globalized business environment.
    Slides will be prepared by the lecturer based on textbooks and other materials, no textbook is required, students are expected to take notes during lectures. Materials for the course will be made accessible on course website.
    Recommended materials:
    • Cateora, P., Gilly, M. & Graham, J. (2011). International Marketing
    • Prahalad, C.K., The Fortune at the Bottom of the Pyramid – Eradicating Poverty Through Profits
    • Kotler, Philip, Marketing Management 14th Edition
    • Wheelen T. and D. Hunger, Strategic Management and Business Policy (Toward Global Sustainability), International Edition, Pearson Education, Inc. 2012.
    • Participation in class discussions 10%
    • Final Presentations 20%
    • Midterm exam 20%
    • Final exam 30%
    • Assignments/Group class work/Homework 20%
    Each student is expected to:
    • Participate actively in class discussion. This applies to general reading assignments and specific class activities, cases, and presentations. Each student is expected to be able to summarize reading materials/subjects and are encouraged to express their own opinion on the topic
    • Deliver a final group presentation which will be prepared throughout the term and presented at the end of the term in class
    • Hand in homeworks on time (at the beginning of class the day they are due)
    • Be on time to class, attend all classes, return to class from breaks on time
    Students are required to be involved in class activities. They are expected to show their preparation by participating in discussions, by asking relevant questions, being critical and analytical with the contents presented in class as well as by sharing their ideas and opinions. It is expected that students arrive to class on time and that they return promptly to class after any given class break.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations


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