International Marketing Strategy


This course aims to provide students with an understanding of international marketing strategy, more specifically, how to design, develop and deploy effective and efficient marketing programs on a multi-market or global scale. It covers three topics:

(1) international expansion, including objectives, business model, company readiness, market selection and entry mode;

(2) global marketing, including the particularities of the marketing function (i.e. consumer understanding, segmentation, targeting, positioning, branding, marketing mix and organisation) in companies operating in multiple markets and/or considering cross-border expansion; and

(3) market dynamics, including the role of emerging markets as source of both sales growth and new global companies, the characteristics of companies that are born global and/or manage to establish a dominant global presence, as well as future perspectives for globalisation. Furthermore, in order to grasp a concrete view of the topic, students work in groups to develop a global marketing program (e.g. market-entry plan) for a company of their choice.

General characterization





Responsible teacher

Antonio Marinho Torres


Weekly - Available soon

Total - Available soon

Teaching language





A. Case Studies
• Paillasse International SA: Global Market Selection. Ivey (W17198).
• Colgate-Palmolive: Staying Ahead in Oral Care. HBS (9-311-120).
• Wendy’s: A Plan for International Expansion. Ivey (W18477).
• Uber and the Sharing Economy: Global Market Expansion and Reception. WDI

B. Notes and Articles
• Ghemawat, Pankaj (2001). Distance Still Matters: The Hard Reality of Global Expansion. HBR (R0108K).
• Holt, Douglas; Quelch, John; Taylor, Earl (2004). How Global Brands Compete. HBR (R0409D).
• Hennessy, Julie; Leininger, Eric; Meagher, Evan (2012). Global Brand Management. Kellogg (KEL696).
• Christensen, Clayton; Ojomo, Efosa; Dillon, Karen (2019). Cracking Frontier Markets. HBR (R1901F).
• Kerr, William (2016). Harnessing the Best of Globalization. SMR (SMR574).

Teaching method

This course is delivered through a three-pronged approach:

(1) theory: concepts and frameworks on international expansion, global marketing, and market dynamics provide a shared basis for a structured understanding of the topic;

(2) case studies: group reports, presentations and class discussion of relevant case studies and other examples enable a more concrete view of the topic; and

(3) group project: development and presentation of a global marketing program (e.g. market entry plan) for a company chosen by each group enable a hands-on approach to the topic.

Evaluation method

A. Individual Assignments
• Final exam 40%
• Class participation 10%

B. Group Assignments
• Group Project 40%
• Case-Study Report 10%

Subject matter

1) Introduction
International Expansion
• Why to expand? (objectives)
• What to expand? (business model)
• When to expand? (company readiness)
• Where to expand? (market selection)
• How to expand? (entry mode)
2) Case study 1
Global Marketing (Part 1)
• Consumer insight across markets
• Multi-market segmentation and targeting
• Multi-market positioning and branding
3) Case study 2
Global Marketing (Part 2)
• Marketing programs across markets (4Ps)
• Marketing organisation across markets and cultures
4) Case study 3
Market Dynamics (Part 1)
• Into emerging markets (strategies for MNCs)
• Out of emerging markets (global challengers)
5) Case study 4
Market Dynamics (Part 2)
• Born global (digital businesses)
• Global dominance (corporate giants)
• The way forward
6) Group project presentation


Programs where the course is taught: