The course seeks to provide an overview of key concepts and analytical techniques of global marketing and illustrate its role in the global economy. The course enables students to appreciate the complexity, challenges, and opportunities in the context of marketing across borders. After an introduction to recent global developments, and internationalization decisions in firms, we will cover theories of firm internationalization, market segmentation approaches, levels of customer culture, market entry mode decisions, and the international marketing mix. In this latter context, the course’s core focus will be on a firm’s decision to standardize or adapt its marketing mix across boundaries. Students will see that the international marketing decision-making process requires rigorous analysis of the global environment and the internal resources of the company. Besides classical lecture parts, this course will also feature a number of case studies from a broad range of countries and industries to illustrate the practical implications and relevance of the conceptual frameworks and theories.