International marketing is the application of marketing principles in more than one country. Important topics are the analysis of the markets, multicultural behaviour including ethical perspectives or the analysis of buyers behaviour. Based on the collected information several strategic decision must be taken such as the determination of the target markets and entry timing. These decisions in turn define the design of the marketing mix elements, i.e. the international product, branding and  service management, international pricing and sales as well as international communication or distribution. All activities must be planned consistently to avoid mistakes.

This course is an extensive introduction to international Marketing that focusses on the above mentioned issues.