International Marketing

Course Information

Course Name: International Marketing
Course Code: MKT2301
Programme: Business Administration
Academic Year: 2025–2026
Course Lecturer: Bizimungu
Credits: 15
Level/Semester: Year III – Trimester I
Delivery Mode: Face-to-face lectures, classroom discussions, international marketing case studies, presentations, practical marketing activities, and Moodle support.

Course Overview

This course introduces students to the principles, strategies, and practices of marketing across international markets. It examines the global business environment, international market research, cultural influences, market entry strategies, global marketing mix, international branding, pricing, distribution, and promotional strategies. The course equips students with the knowledge and skills required to develop and implement effective marketing strategies in competitive global markets.

Learning Objectives

Upon completion of this course, students should be able to:

  • Understand the concepts and importance of international marketing.
  • Explain factors influencing global business and marketing decisions.
  • Analyze international markets and consumer behavior.
  • Apply international market segmentation, targeting, and positioning strategies.
  • Evaluate different market entry strategies.
  • Develop international marketing mix strategies.
  • Understand the challenges and opportunities in global marketing.

Learning Outcomes

By the end of the course, learners will be able to:

  • Explain the principles and concepts of international marketing.
  • Analyze global market opportunities and environmental factors.
  • Apply international segmentation, targeting, and positioning techniques.
  • Evaluate strategies for entering foreign markets.
  • Develop international product, pricing, distribution, and promotion strategies.
  • Analyze cultural, economic, and political factors affecting international marketing.
  • Recommend solutions to international marketing challenges.

Prerequisites

  • Principles of Marketing.
  • Business Communication.
  • Introduction to Business Administration.
  • Basic Computer Literacy.

Learning Resources

  • Lecturer's notes and handouts.
  • International Marketing textbooks.
  • Global business case studies.
  • Marketing journals and articles.
  • International trade and market reports.
  • Moodle Learning Management System.
  • Online educational resources and videos.

Learning Activities

  • Interactive lectures.
  • Group discussions.
  • International marketing case study analysis.
  • Market research exercises.
  • Individual and group assignments.
  • Marketing presentations.
  • Practical marketing projects.
  • Moodle-based learning activities.

Assessment Methods

  • Individual Assignments
  • Group Projects
  • Marketing Presentations
  • Case Study Analysis
  • Quizzes
  • Continuous Assessment Tests (CATs)
  • Midterm Examination
  • Final Examination

Course Duration

15 Weeks

Lecturer Information

Name: Bizimungu
Email: ____________________

 
 
Â