International Marketing

International Marketing

Major Courses

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School of Economics and Management

2Year

KCCBG2MCA1

2.00Credits

講義 (Lecture)

Fall semester 2026

(Fall semester)

Takumi KATO

Specially Appointed Professor

English

8／9／12／17

After the lecture in the classroom

Please reach out to me through the Universal Passport Q&A.

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Course Objective:  The objective of this lecture is to provide the knowledge necessary to understand complex global markets.

Learning Outcome:  The goal is to acquire knowledge regarding international marketing and develop the ability to apply it to the analysis of real-world cases.

Course Overview:
In an era of rapid technological shifts and changing geopolitical landscapes, marketing is no longer a localized activity. This course, based on the Kotabe and Helsen model, treats global marketing as a integrated strategy rather than a series of independent domestic plans. We explore how firms create value by leveraging global reach while maintaining the agility to adapt to local cultural, economic, and political realities. The course moves beyond the "triad" markets (US, EU, Japan) to emphasize the growing importance of emerging economies and the digital transformation of global trade.

Schedule:
1. Introduction
2. Global Economic and Financial Environments
3. Global Cutural, Political, and Legal Environments
4. Global Marketing Research
5. Global Segmentation
6. Global Positioning
7. Global Entry Strategies I
8. Global Entry Strategies II
9. Global Product Policy I
10. Global Product Policy II
11. Global Pricing
12. Global Comminication
13. Global Logistics and Distrubution
14. The Future of Global Marketing
15. Summary

In-person

• In-person classes only
• Not subject to the cap on distance-education credits

Limited permission for use

When using generative AI, please pay attention to the contents described in “Guidelines on the Use of Generative AI in Education at the University of Hyogo (For Students)”.

There is no textbook, but timely provides references (e.g., books, articles, online sites and videos).

Global Marketing Management (Kotabe, Helsen)

Completing assignments and reports (30 hours)
PC is necessary to complete assignments for discussions and presentations.

Students are given assignments before class, and this could include reading articles, watching videos, or conducting interviews. During class, students form small groups to discuss the pre-class assignments and share insights. After the gourp discussions, each group presents their findings and solutions to the entire class, forstering communication skills and confidence.

Assignments and projects: 20% (Evaluates pre-assignments' quality via reporting.)
Class contributions and engagement: 20% (Evaluates contributions to group discussions, peer feedback, and collaborative activities. Questions and clarifications during class are strongly encouraged.)
Final reporting: 60%

Assignements are provided during class or in advance, and provides feedback via the function of Universal Passport.

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