International Marketing

Course Code: BA 323 • Study year: III • Academic Year: 2025-2026
Domain: Business Administration • Field of study: Business Administration (in English)
Type of course: Compulsory
Language of instruction: English
Erasmus Language of instruction: English
Name of lecturer: Ruxandra Lazea
Seminar tutor: Ruxandra Lazea
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 4
Number of teaching hours per week: 4
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 4

Course aims:

Understanding how companies adapt their products and services to the international marketing environment
Understanding the steps required for a firm to internationalize in a foreign market
Familiarizing students with international marketing tools

Course Entry Requirements:

Courses to be covered from previous semesters: Marketing, Marketing Research, Consumer Behavior

Course contents:

Course 1. THE CONCEPT  OF INTERNATIONAL MARKETING

Curs 2 INTERNATIONAL MARKET ENVIRONMENT

– micro and macro environment of the international company

Curs 3 COMPETITORS AND RISKS IN INTERNATIONAL MARKETING

Curs 4 FOREIGN MARKET STUDY AND SELECTION

Curs 5 INTERNATIONAL MARKETING STRATEGIES

Curs 6 PRODUCT POLICY IN INTERNATIONAL MARKETING: Theoretical aspects regarding product policy

Curs 7 PRODUCT POLICY IN INTERNATIONAL MARKETING: Brand policy in international marketing, Product strategies in international marketing

Curs 8 PRICE POLICY IN INTERNATIONAL MARKETING: Theoretical aspects regarding price policy

 Curs 9 PRICE POLICY IN INTERNATIONAL MARKETING : Types of price strategies

Curs 10 DISTRIBUTION POLICY IN INTERNATIONAL MARKETING: Definition and objectives of the concept of distribution, distribution channels

Curs 11 DISTRIBUTION POLICY IN INTERNATIONAL MARKETING: International logistics, distribution strategies

 Curs 12 Promotional POLICY IN INTERNATIONAL MARKETING: Defining the promotional concept and the communication process,

Curs 13 Promotional POLICY IN INTERNATIONAL MARKETING: tools and techniques used in international communication

 Curs 14 Promotional POLICY IN INTERNATIONAL MARKETING:  promotional strategies used in international marketing

Teaching methods:

Lecture, discussions

Learning outcomes:

The study of the discipline will provide students with knowledge and skills in the field of international marketing that will help them to make viable decisions in different situations, regarding the market and the application of the marketing mix in a global context.

Learning outcomes verification and assessment criteria:

written exam and project

Recommended reading:

Mayrhofer Ulrike, Marketing International, Editura Economica, Paris, 2004, 200.
Kotler Ph., Marketing management, Ed. Teora,, Bucureşti, 2005, 500.
Pasco-Berho, Corinne, Marketing International, Editura Dunod, Paris, 2006, 200.