WMF00900 International Marketing Strategy

Hiroshima University Syllabus

Japanese

Academic Year 2026Year School/Graduate School Graduate School of Humanities and Social Sciences (Master's Course) Division of Humanities and Social Sciences Management Sciences Program

Lecture Code WMF00900 Subject Classification Specialized Education

Subject Name 国際マーケティング戦略論

Subject Name
（Katakana）コクサイマーケティングセンリャクロン

Subject Name in
English International Marketing Strategy

Instructor SEO EUNJI

Instructor
(Katakana) ソ　ウンジ

Campus Higashi-Senda Semester/Term 1st-Year,  Second Semester,  Second Semester

Days, Periods, and Classrooms (2nd) Thur13-14：Higashi-Senda Seminar Rm 4

Lesson Style Lecture Lesson Style
(More Details) Face-to-face, Online (simultaneous interactive), Online (on-demand)

discussion, presentation of students

Credits 2.0 Class Hours/Week 2 Language of Instruction J : Japanese

Course Level 5 : Graduate Basic

Course Area（Area） 24 : Social Sciences

Course Area（Discipline） 04 : Management

Eligible Students a first year master student, a second year master student

Keywords Globalization, Emerging Markets, Global Marketing Research, Global Products, Global Consumers

Special Subject for Teacher Education 　 Special Subject 　

Class Status
within Educational
Program
(Applicable only to targeted subjects for undergraduate students)
Criterion referenced
Evaluation
(Applicable only to targeted subjects for undergraduate students)

Class Objectives
/Class Outline Products and services today are increasingly deployed on a global scale, rapidly diffusing across national and political borders. This course examines such international market environments and provides a systematic introduction to theories and empirical research in international marketing.
The course focuses on topics including analysis of the international marketing environment, multinational firms’ entry and exit strategies, the balance between global standardization and local adaptation, cross‐cultural differences in consumer behavior and brand evaluation, as well as the implications of digitalization and geopolitical risk for international marketing. By critically reading and discussing key research articles, students will deepen their understanding of theoretical frameworks and research designs used in this field.
Through student presentations, article critiques, and in‐class discussions, the course aims to develop the ability to analyze international marketing phenomena from multiple perspectives and to communicate research findings effectively in both oral and written forms. By the end of the course, students are expected to construct a theoretical framework relevant to their own research interests in international marketing and to apply it to the analysis of firms’ international marketing activities and to the formulation of research problems for their master’s or doctoral theses.

Class Schedule lesson1 Globalization Imperative
lesson2 Global Cultural Environment/Buying Behavior
lesson3 Global Marketing Research
lesson4 Global Segmentation and Positioning
lesson5 Golobal Marketing Strategy
lesson6 Market Entry Strategies
lesson7 Export & Import Management
lesson8 Products and Services 1
lesson9 Products and Services 2
lesson10 Global Pricing
lesson11 Global Marketing Communications
lesson12 Global Logistics & Distribution
lesson13 Research Presentation 1
lesson14 Research presentation 2
lesson15 Research presentation 3

Presentation (Resume), Research presentation

Text/Reference
Books,etc. Kotabe, M. and Helsen, K (2010).  Global Marketing Management,  John Wiley & Sons, 5th edition

PC or AV used in
Class,etc. Text, Handouts, Microsoft Teams

(More Details) PC

Learning techniques to be incorporated Discussions, Role Play, Flip Teaching

Suggestions on
Preparation and
Review It is essential to read every papers befor attending the class.

Requirements Attending class is essential for this course. Class attendance will be checked at every class in the beginning. There would be no penalty as long as you miss up to five classes. If you miss more than five classes, however, you will get a grade of F regardless of your performance.

Grading Method Resume Presentation: ５０％
Research Presentation：５０％

Practical Experience

Summary of Practical Experience and Class Contents based on it

Message none

Other none

Please fill in the class improvement questionnaire which is carried out on all classes.
Instructors will reflect on your feedback and utilize the information for improving their teaching.

Academic Year	2026Year	School/Graduate School	Graduate School of Humanities and Social Sciences (Master's Course) Division of Humanities and Social Sciences Management Sciences Program
Lecture Code	WMF00900	Subject Classification	Specialized Education
Subject Name	国際マーケティング戦略論
Subject Name （Katakana）	コクサイマーケティングセンリャクロン
Subject Name in English	International Marketing Strategy
Instructor	SEO EUNJI
Instructor (Katakana)	ソ　ウンジ
Campus	Higashi-Senda	Semester/Term	1st-Year, Second Semester, Second Semester
Days, Periods, and Classrooms	(2nd) Thur13-14：Higashi-Senda Seminar Rm 4
Lesson Style	Lecture	Lesson Style (More Details)	Face-to-face, Online (simultaneous interactive), Online (on-demand)
discussion, presentation of students
Credits	2.0	Class Hours/Week	2	Language of Instruction	J : Japanese
Course Level	5 : Graduate Basic
Course Area（Area）	24 : Social Sciences
Course Area（Discipline）	04 : Management
Eligible Students	a first year master student, a second year master student
Keywords	Globalization, Emerging Markets, Global Marketing Research, Global Products, Global Consumers
Special Subject for Teacher Education		Special Subject
Class Status within Educational Program (Applicable only to targeted subjects for undergraduate students)
Criterion referenced Evaluation (Applicable only to targeted subjects for undergraduate students)
Class Objectives /Class Outline	Products and services today are increasingly deployed on a global scale, rapidly diffusing across national and political borders. This course examines such international market environments and provides a systematic introduction to theories and empirical research in international marketing. The course focuses on topics including analysis of the international marketing environment, multinational firms’ entry and exit strategies, the balance between global standardization and local adaptation, cross‐cultural differences in consumer behavior and brand evaluation, as well as the implications of digitalization and geopolitical risk for international marketing. By critically reading and discussing key research articles, students will deepen their understanding of theoretical frameworks and research designs used in this field. Through student presentations, article critiques, and in‐class discussions, the course aims to develop the ability to analyze international marketing phenomena from multiple perspectives and to communicate research findings effectively in both oral and written forms. By the end of the course, students are expected to construct a theoretical framework relevant to their own research interests in international marketing and to apply it to the analysis of firms’ international marketing activities and to the formulation of research problems for their master’s or doctoral theses.
Class Schedule	lesson1 Globalization Imperative lesson2 Global Cultural Environment/Buying Behavior lesson3 Global Marketing Research lesson4 Global Segmentation and Positioning lesson5 Golobal Marketing Strategy lesson6 Market Entry Strategies lesson7 Export & Import Management lesson8 Products and Services 1 lesson9 Products and Services 2 lesson10 Global Pricing lesson11 Global Marketing Communications lesson12 Global Logistics & Distribution lesson13 Research Presentation 1 lesson14 Research presentation 2 lesson15 Research presentation 3 Presentation (Resume), Research presentation
Text/Reference Books,etc.	Kotabe, M. and Helsen, K (2010). Global Marketing Management, John Wiley & Sons, 5th edition
PC or AV used in Class,etc.	Text, Handouts, Microsoft Teams
(More Details)	PC
Learning techniques to be incorporated	Discussions, Role Play, Flip Teaching
Suggestions on Preparation and Review	It is essential to read every papers befor attending the class.
Requirements	Attending class is essential for this course. Class attendance will be checked at every class in the beginning. There would be no penalty as long as you miss up to five classes. If you miss more than five classes, however, you will get a grade of F regardless of your performance.
Grading Method	Resume Presentation: ５０％ Research Presentation：５０％
Practical Experience
Summary of Practical Experience and Class Contents based on it
Message	none
Other	none
Please fill in the class improvement questionnaire which is carried out on all classes. Instructors will reflect on your feedback and utilize the information for improving their teaching.

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