COURSE CURRICULUM

The International Marketing specialization includes subjects that prepare students to develop and manage marketing strategies in diverse global markets. Students study marketing and marketing strategies to understand how organizations identify customer needs, analyze market opportunities, position products, and create competitive advantages through effective planning and execution. The curriculum also covers intercultural advertising psychology, enabling students to understand how cultural differences influence consumer behavior, communication preferences, and advertising effectiveness across international markets. Students gain knowledge of international law, learning about the legal frameworks that govern global trade, marketing practices, intellectual property, consumer protection, contracts, and international business operations. Another important area of study is the decolonization of customer relations, where students explore ethical, inclusive, and culturally sensitive approaches to engaging with customers while recognizing historical, cultural, and social influences on international business relationships. The program also focuses on the development of communication campaigns, teaching students how to create and implement integrated marketing and communication strategies for diverse audiences using both traditional and digital media. Students further study change and learning, developing the ability to adapt marketing strategies to changing business environments, evolving customer expectations, and technological innovations. Regional aspects of business provide insight into the economic, cultural, political, and social characteristics of different global markets, while international projects offer practical experience in solving real-world marketing challenges within multicultural teams. Throughout the specialization, students strengthen their analytical, communication, strategic thinking, creativity, research, and project management skills while applying marketing concepts in international contexts. Graduates have a wide range of career opportunities in multinational corporations, consulting firms, international agencies, technology companies, manufacturing organizations, and global consumer brands. They can pursue careers in international market research, collecting and analyzing consumer and market data to support business decisions, or work in international marketing by developing and implementing global marketing strategies. Other opportunities include international product management, global brand management, innovation management, and international development project management, where graduates oversee the planning, coordination, and successful delivery of products, services, and business initiatives across international markets. The specialization equips graduates with the knowledge and practical skills required to succeed in the dynamic field of global marketing and international business.