LUBS3190 – International Marketing

University of Leeds | Leeds University Business School

🎯 Course Overview

This module explores the strategic challenges and opportunities of marketing in a global context. Students will analyze how companies internationalize, evaluate foreign market entry strategies, and critically examine the balance between standardization and adaptation of marketing strategies across cultures. Through case studies and practical assignments, students will develop skills to assess global market trends, select target markets, and design culturally sensitive marketing mixes.

📅 Weekly Lecture Themes & Content Focus

• Week 1: Foundations of International Marketing
  • Evolution from domestic to global marketing paradigms
  • Proactive vs. reactive motives for internationalization
  • Comparative analysis of trade theories (Mercantilism to New Trade Theory)
• Week 2: Navigating the Global Business Environment
  • Political risks (ownership, transfer, operational) and mitigation strategies
  • Economic factors: Exchange rates, development indicators (GDP, HDI), and regional trade blocs (EU, ASEAN)
  • Emerging trends: Deglobalization vs. technological integration
• Week 3: Cultural Dimensions in Global Markets
  • Hofstede’s cultural frameworks and Hall’s high/low context theory
  • Impact of religion, social structures, and aesthetics on consumer behavior
  • Case analysis: Adapting brand messaging across cultures
• Week 4: Strategic Market Selection
  • STP framework for international markets (segmentation bases, psychic distance)
  • Market attractiveness vs. competitive strength matrix
  • Expansion strategies: Waterfall vs. shower approaches
• Week 5: Market Entry Mode Strategies
  • Export modes (indirect/direct), intermediate modes (licensing/franchising), and hierarchical modes (subsidiaries)
  • Transaction Cost Theory and resource-based criteria for entry mode selection
  • Case study: Evaluating entry modes for luxury brands in emerging markets
• Week 6: Pricing in International Contexts
  • Price standardization vs. adaptation (extension, adaptation, invention strategies)
  • Skimming, penetration, and market pricing tactics
  • Managing price escalation and transfer pricing challenges
• Week 7: Global Distribution Networks
  • Channel design: Intensive vs. exclusive distribution, omnichannel retailing
  • Managing distributor relationships and mitigating gray marketing
  • Retail globalization trends (e.g., private label growth)
• Week 8: Cross-Cultural Promotion Strategies
  • Adapting communication processes for language, legal, and cultural barriers
  • Global vs. local agency selection criteria
  • Viral marketing pitfalls and best practices (e.g., Pepsi vs. Old Spice campaigns)
• Week 9: Consumer Culture Positioning (CCP)
  • GCCP (global), LCCP (local), and FCCP (foreign) strategies
  • Leveraging country-of-origin effects (e.g., Volvo’s “Made by People” campaign)
  • Ethical considerations in comparative advertising (e.g., Alfa Romeo’s Super Bowl ads)
• Week 10: Synthesis and Case Applications
  • Integrated marketing mix adaptations (Guinness case study)
  • Strategic recommendations for market re-entry (Ralph Lauren seminar)
  • Assignment clinic: Structuring the consultancy report

📚 Key Readings

• Core Textbook: Hollensen, S. (2022). Global Marketing (8th ed.) – Chapters 1-10
• Theoretical Foundations:
  • Johanson & Vahlne (1977) – Uppsala Internationalization Model
  • Knight & Cavusgil (2004) – Born Global Firms
  • Hofstede (1980) – Cultural Dimensions Theory
• Contemporary Applications:
  • Davvetas et al. (2015) – Brand Globalness and Willingness to Pay
  • Koschate-Fischer et al. (2013) – Country-of-Origin Premiums

📝 Assessment

The module is assessed through a 100% coursework assignment consisting of:

• Consultancy Report (2000 words):
  1. Analyze two global trends affecting a chosen company/brand
  2. Propose a foreign market entry strategy with justification
  3. Recommend marketing mix adaptations (product, price, place, promotion)
• Supporting Presentation (10 slides max):
  • Visual summarization of key findings
  • Professional delivery of recommendations

Evaluation Criteria: Argument quality, theoretical integration, research depth, and practical feasibility.

🔍 Assignment Preparation Guide

Key Frameworks to Apply

• PESTEL Analysis: For global trend identification (e.g., Brexit’s impact on export pricing)
• CEP Model: Country Evaluation and Prioritization matrix
• 4Ps Adaptation Framework: Product localization (e.g., Guinness’s flavor profiles in Africa), pricing strategies (e.g., Apple’s skimming vs. Xiaomi’s penetration), distribution channel design (e.g., Ralph Lauren’s in-house SE Asia operations)

Report Structure Tips

1. Introduction: Company background, industry context, and report objectives
2. Global Trends: Link trends to specific operational impacts (e.g., tariffs on supply chains)
3. Market Entry Strategy: Justify mode (e.g., joint venture vs. acquisition) using transaction cost theory
4. Marketing Mix: Align adaptations with cultural/regulatory factors (e.g., halal certification for food brands in MENA)
5. Conclusion: Feasibility assessment and implementation roadmap

📝 Mock Assignment Brief