Materials

Objectives

By the end of the lesson, students will be able to:

• Define marketing and explain its role in creating value and exchanges in international business contexts. Describe key elements of consumer profiles (segmentation: demographic, psychographic, geographic, behavioral) and their importance for global targeting.

• Compare centralized and decentralized marketing strategies, including advantages, disadvantages, and suitability for different international scenarios.

• Differentiate between push and pull marketing strategies, with examples of how they operate in local vs. global markets.

• Assess basic challenges businesses face when marketing internationally (e.g., cultural differences, economic factors, legal regulations).

Warm-up and Objective Discussion

Display the image 1 and ask students pay attention to the overall trends: “What do you notice on this graph?”

Image 1: Digital Ad Spend (2017–2028) [Updated Aug 2024] | Oberlo

(Source: https://www.oberlo.com/statistics/digital-ad-spend (Accessed 2026/02/18)

Instruct and Model

Guided Practice

Independent Practice

Assessment

References

1. https://www.oberlo.com/statistics/digital-ad-spend (Accessed 2026/02/18)

2. https://www.oberlo.com/statistics/digital-ad-spend