GMGT 640

International Marketing: Regional Market Analysis and Geopolitical Influence on Trade and Investment

Format

Blended (Online Sync + Async)

Weekly Hours

4-5 hours

Credits

3 Credits

Prerequisites

Admission to the M.S. in Global Engagement Management program or executive training

Course Description

This advanced course examines the intersection of international marketing strategy, regional market dynamics, and geopolitical forces shaping global trade and investment. Students will develop sophisticated analytical frameworks for assessing market opportunities and risks across diverse geographic regions, including North America, Europe, Asia-Pacific, Latin America, the Middle East, and Africa. The course integrates theories of economic integration, political risk analysis, and cultural intelligence with practical applications in market entry strategy, trade compliance, and supply chain resilience. Particular emphasis is placed on understanding how geopolitical tensions, trade agreements, sanctions regimes, and regulatory divergence impact international marketing decisions.

Learning Outcomes

Upon successful completion of this course, students will be able to:
1

Analyze regional market structures, competitive dynamics, and entry barriers across diverse geographic contexts using established analytical frameworks (Porter, PESTEL, institutional theory).

2

Evaluate the impact of geopolitical factors, including trade agreements, sanctions, tariffs, and political risk, on international marketing strategy and investment decisions.

3

Synthesize cultural, economic, and regulatory intelligence to develop market-specific positioning and adaptation strategies that account for regional variation.

4

Assess compliance requirements, export controls, and regulatory frameworks governing cross-border trade and digital commerce in major trading blocs.

5

Design comprehensive market entry strategies that integrate regional analysis, risk mitigation, and stakeholder considerations for sustainable competitive advantage.

6

Communicate complex geopolitical and market analysis findings effectively to diverse audiences through written reports and executive presentations.

Weekly Schedule

15-week course schedule with topics, content, and assessment due dates
1

Foundations of International Marketing in a Globalized Economy

Hollensen Ch. 1-2; WTO Trade Report

2

Regional Market Classification and Economic Integration Frameworks

Hollensen Ch. 3; UNCTAD Regional Reports

3

Cultural Dimensions in Regional Market Analysis

Hofstede Insights; Hollensen Ch. 4

4

Political Risk Assessment and Country Analysis

PRS Group Methodology; Cavusgil Ch. 5

5

Trade Policy, Tariffs, and Non-Tariff Barriers

WTO Trade Facilitation Guide; Hollensen Ch. 5

Regional Market Brief Due
6

Geopolitical Dynamics: Great Power Competition and Trade

CFR Backgrounders; Selected Journal Articles

7

Midterm Review and Examination

Comprehensive Review

Midterm Exam
8

Sanctions, Export Controls, and Compliance Frameworks

OFAC Guidelines; BIS Export Administration

Geopolitical Risk Report Due
9

Regional Focus: Asia-Pacific Markets and RCEP

ADB Regional Reports; Case Studies

Final Project Team Formation
10

Regional Focus: European Union and Transatlantic Trade

European Commission Trade Reports

Final Project Proposal Due
11

Regional Focus: Americas - USMCA and Latin American Markets

USTR Reports; IDB Publications

12

Regional Focus: Middle East, Africa, and Emerging Markets

AfDB/MENA Reports; Case Studies

Final Project Progress Check
13

Digital Trade, Data Governance, and Regulatory Divergence

OECD Digital Trade Papers

14

Strategic Integration: Building Resilient Global Supply Chains

WEF Supply Chain Reports

Final Project Written Report Due
15

Final Presentations and Final Examination

Course Synthesis

Presentations; Final Exam

Assessments

Course assessments and their weight in the final grade

Final Project: Strategic Market Entry Plan (Team)

25%

Comprehensive strategic plan for market entry (5,000-6,000 words + presentation)

Due: Week 15

Midterm Examination

20%

Comprehensive examination covering Weeks 1-6 content

Due: Week 7

Regional Market Analysis Brief

15%

Comprehensive market analysis of selected country (2,500-3,000 words)

Due: Week 5

Geopolitical Risk Assessment Report

15%

Analysis of contemporary geopolitical issue impact on international marketing (2,500-3,000 words)

Due: Week 8

Final Examination

15%

Comprehensive examination with emphasis on Weeks 8-14

Due: Week 15

Professional Engagement & Participation

10%

Active engagement in synchronous sessions, asynchronous forums, and peer collaboration

Due: Ongoing

Course Resources

Required readings and open educational resources

Required Texts

Global Marketing (8th ed.)

Hollensen, S. (2020) - Pearson

ISBN: 978-1292251806

International Business: The New Realities (5th ed.)

Cavusgil, S.T., Knight, G., & Riesenberger, J.R. (2020) - Pearson

ISBN: 978-0135202098

Open Educational Resources

WTO World Trade Report and Trade Facilitation Publications
UNCTAD World Investment Reports
OECD Digital Trade Papers
Council on Foreign Relations Backgrounders
Hofstede Insights Country Comparison Tool
International Trade Centre Market Analysis Tools
eCampusOntario: International Trade and Finance Series
Center for Strategic and International Studies Reports