The course International Marketing in Asia explores theories, concepts, and tools essential for crafting and analyzing international marketing strategies, with a particular focus on Asia. It offers students a better understanding of how cultural nuances shape the four Ps of Marketing—Product, Price, Place, and Promotion—within both regional and global contexts. Combining theoretical frameworks with practical applications, the course addresses key topics, including cultural influences on business practices, conducting market research in Asian economies, devising entry strategies for emerging markets, and overcoming region-specific challenges. Through case studies, discussions, and project-based presentations, students develop a deep understanding of Asia-specific marketing dynamics. The course aims to empower students with the strategic thinking and practical expertise needed to design effective marketing strategies in Asia and beyond, leveraging their insights to adapt to diverse international markets.

Students should take this course because it offers a unique mix of theoretical knowledge and practical insights, specifically designed to address the complexities of Asia's dynamic and culturally diverse markets. As Asia plays an increasingly important role in the global economy, gaining a deep understanding of its marketing nuances is essential for enhancing both academic and professional prospects. This course helps students to develop critical skills such as strategic thinking, cultural intelligence, and market analysis, equipping them to address real-world challenges in international marketing. The mix of case studies and collaborative projects provides valuable hands-on experience, refining problem-solving abilities and fostering effective teamwork—key competencies in today’s interconnected global economy. Whether pursuing a career in marketing, international business, or management, this course offers a great foundation for excelling in Asia-focused and global roles alike.

• “I thought the professor (Thomas) was very engaging & he was very knowledgeable. I enjoyed learning about the Asian market as it is so foreign to me. I liked the presentations, as it was good for me & my future career.” (WS24/25)

• “I liked the course overall, it was well-structured and filled with the modern information. The good part was that we have interactive examples and videos, which were really helpful, while the tests were pretty clear and not overwhelming. To add, I enjoyed that the info presented both Asian and global marketing, making it more convenient and easy to understand.” Thank you!” (SS24)

• “It was great that we had an insight about Asian culture and business models that are less known in Europe. It has definitely broadend my perspective and way of thinking about the business world.” (WS23/24)

• “The instructor was really nice, had good expertise and was clearly knowledgeable about the subjects.” (SS23)

• “I was curious about how Asian markets look like from the perspective of European people so it was very interesting and a good opportunity for me to be able to join this course and hear everyone’s opinion about those companies.” (WS22/23)