About this Course
This course brings together two key subjects, International Marketing and Asia. It will provide the basic foundations of international marketing and explain them in the Asian context, more specifically marketing to Asia, marketing from Asia, and marketing with Asia (Asia as a brand). People who successfully complete this course will obtain the following outcomes: (1) a better understanding of marketing concepts in the specific context of companies and consumers in an important region. (2) for practitioners, acquire hands-on tools to apply these concepts to their products and target country markets. (3) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences, and (4) learn from interviews with experts, many of whom have decades of field and academic experience in marketing in Asia. This course will be unique in its focus on Asia-centered marketing and its integration of theory and practice.