Why to learn international marketing? If I don’t go abroad, is it necessary to study international marketing? Along with economic globalization and scientific innovation, the reform and opening-up of China and the "Going Out" policy of Chinese enterprises, spotlight the internationalization of domestic markets and the domestication of international markets, and the knowledge of international marketing has become a must for people in all walks of life.

为什么要学习国际市场营销？不走出国门是否就不需要学习国际市场营销？经济全球化和科技革命趋势下，随着中国改革开放和中国企业走出去，人们日益感受到“国内市场国际化，国际市场国内化”，国际市场营销知识已经成为各界人士所必备的通识知识。

Why are the foreign products sold in China different from those in other countries? Why is it that our successful practices in domestic markets turned out to be a failure in foreign markets? The fundamentals and operations of international marketing will lead us to find answers to the questions.

跨国公司在中国销售的产品为何与在其他一些国家有所不同？中国企业有的国内成功经验为何推广到外国市场却惨遭失败？让我们一起学习国际市场营销的基本理论、基础知识和运作方法，共同打开未解现象之谜。

If I've learned Marketing before, do I have to take the course of International Marketing? To overcome the bigger challenge of cross-cultural decision making, we will examine the general tools for environment analysis of global markets, and clarify that the study of International Marketing is more than an international version of Marketing research.

学习过《市场营销学》，是否还需要学习《国际市场营销》？让我们一起学习掌握普适性国际市场营销环境分析框架，理解《国际市场营销》并非《市场营销学》超越国界版图空间的简单复制，共同迎接跨文化决策面临的更大挑战。

It is also an emotional choice resulting from the comparison of cultural heritages, as well as a logical inference and deduction of marketing. “Think globally, act locally” is both the mantra of international marketing, and an effective learning approach in the field of study. The world is enormous and the cultures vary between countries, delivering great results of human civilization for us to savor!

国际市场营销不仅仅是营销逻辑推演的理性研判；更是文化脉络比较的感性抉择。“思想上全球化，行动上本土化”既是国际市场营销普遍的指导理念，也是国际市场营销有效的学习方式。大千世界异彩纷呈，各国文化丰富多彩，让我们共同分享全球人类文明智慧的丰硕果实。

Objectives:

To know the basics of international marketing

了解国际市场营销的基本知识；

To obtain cross-cultural capabilities of international marketing

修习国际市场营销的跨文化素养；

To strengthen competency in practice of international marketing

增强国际市场营销的实操能力；

To appreciate and share the development of global civilization

认知和分享全球人类文明的发展。

Prerequisites:

None

无需预备知识。

However, the past experience of learning business and management courses, like Economics, Marketing, Business Management and International Trade, will help with your study in the International Marketing.

学习过《经济学》、《市场营销》、《管理学》、《国际贸易学》等经济管理类课程，更有助于你的学习和理解。

References：

1.崔新健主编，国际市场营销（第4版）（北京市高等教育精品教材），高等教育出版社，2025年7月。

International Marketing (4rd Edition, also an Excellent Textbook for Higher Education in Beijing). Edited by Cui Xinjian. Beijing：Higher Education Press, 2025.

2.崔新健改编，菲利普·凯特奥拉等著《国际营销》（英文版，第18版，中国人民大学出版社，2020年版）。

Philip Cateora et. al., International Marketing (18th Edition, English Version). Edited by Cui Xinjian. Beijing: China Renmin University Press, 2020)

3.    崔新健 王生辉主编，跨国公司管理(第2版），中国人民大学出版社，2021年。

Transnational Corporation Management（2nd Edition). Edited by Cui Xinjian, and Wang Shenghui. Beijing: China Renmin University Press, 2021.

4.    崔新健、闫书颖 译校，国际企业管理（第6版）（国际商务经典译丛），约翰·卡伦等著，中国人民大学出版社，2018年。

John Cullen et. al., Multinational Management (6th Edition, among “The Collection of Translated International Business Classic Textbooks”). Translated by Cui Xinjian and Yan Shuying. Beijing: China Renmin University Press, 2018.

5.崔新健改编，国际企业管理（英文版，第6版），约翰·卡伦等著，中国人民大学出版社，2017年。

John Cullen et. al., Multinational Management (6th Edition, English Version). Edited by Cui Xinjian. Beijing: China Renmin University Press, 2017.

6.崔新健、陈雨松译校，国际企业伦理（第2版），约翰·克兰著，中国人民大学出版社，2013年。

John Kline, Ethics for International Business (2nd Edition). Translated by Cui Xinjian, and Chen Yusong. Beijing: China Renmin University Press, 2013.

7.崔新健主编/主讲，市场营销策划(第3版），国家开放大学出版社，2022年。

Marketing Planning (3rd Edition). Edited by Cui Xinjian. Beijing: Open University of China Press, 2018.

8.沃伦·基根著，全球营销管理（英文版，第8版），清华大学出版社，2018年。

Wanen J.Keegan, Global Marketing Management (8th Edition, English Version). Beijing: Tsinghua University Press, 2018.

9.斯文德·霍伦森著，国际市场营销（英文版，第7版），机械工业出版社，2019年。

Svend Hollensen, Global Marketing (7th Edition, English Version). Beijing: China Machine Press, 2019.

10.凯特·吉莱斯皮，大卫·亨尼西著，全球营销（第3版），清华大学出版社，2018年。

Kate Gillesp, and H.David Hennessey, Global Marketing (3rd Edition). Beijing: Tsinghua University Press, 2018.