Doctoral Course on Theories and Research in International and Global Marketing

Time and place:   January 17 -21, 2022, University of Vaasa (UVA), Wolffintie 34, 65200 Vaasa.

The course will be organized in hybrid format with preference of physical meetings taking place at the UVA. Completing the course partly or fully online has to be agreed beforehand. All safety issues will be followed carefully during the course.

Teacher: Professor Brian Chabowski, University of Tulsa, USA

Schedule at glance: Starting on Monday at 12.00 and ending on Friday ca 12.00

A voluntary, joint course dinner will be organized during the week (place and time will be confirmed later). This dinner is on participant’s own expense.

Scope and language: ECTS 6, course language is English

Course Objectives:

The course focuses on recent developments and issues involved in international and global marketing research, and is divided into broad thematic areas: Introduction to International and Global Marketing,Cross-National Cultural Topics, International Consumer Strategy, International Competitiveness and Innovation, Global Brand Strategy,International Channel Strategy, Cross-Country Sustainability Issues and International Digitalization Topics.

The goal of the course is to give an overview of international marketing research, consumer buyer behavior, strategy/competitive advantage/performance, multinational marketing strategy, distribution and advertising/social media, and special topics including especially sustainable marketing.  Through a systematic analysis of articles in each of these thematic areas, students will be exposed to a wide array of international marketing problems and see how these have been effectively accommodated from an academic research perspective.

By attending the course, students are expected to accomplish the following learning objectives:

  • to become aware of current trends in international and global marketing research
  • to become familiar with different types of academic research and articles
  • to understand key conceptual, methodological, and empiricalissues relating to research published in reputable journals
  • to become familiar with analytical methods and skills required in conducting high quality research
  • to understand the various stages of the academic article writing process

Course Requirements:

The course is highly interactive between the class and the instructor, aiming to cultivate critical thinking and enhance skills in conducting international marketing research. All participants will present their evaluations of at least one article in the reading list of the course. Furthermore, each participant will act at least once as the discussant for the presentations of other course participant. All students must additionally be ready to contribute to the course through constructive participation and discussion. 

Based on input received from the course, each student is required to submit a report analysing related to the selected topic area the key issues involved in developing a publishable paper (e.g., contribution, literature review, model, measurement, methodology, empirical analysis, etc.).  The length of the report should be 3000-4000 words, excluding tables, diagrams, and references.  The report should be submitted in an electronic form the latest by Friday, March 11th, 2022, to the and The final report will be discussed in more detail during the course.

Signing up for the course:

The students should sign up for the course as soon as possible but latest by Thursday, November 28th 2021. The study place is applied through submitting an electronic application of one page to Jorma Larimo ( and cc to, School of Marketing and Communication, University of Vaasa, including: 

  • contact information (name, university, address, e-mail),
  • information on the current phase of the studies (incl. year of enrolled as a doctoral student, number of earned study points, phase of doctoral research),
  • a short summary of the PhD research that indicates the topic, the area in which the research is conducted, and the key issues that are examined in more detail
  • motive for taking part in the course plus support letter from the supervisor
  • whether you will participate to the course at the UVA fully or you wish to participate partly or fully online. Arguments for the online participation.
  • concerning the course broad thematic areas (see course contents) inform four areas of greatest interest in rank order (to help organizers in the selection of articles for analysis and being the discussant)

The number of participants is restricted to 25 students. The course is organized by the Doctoral school FIGSIB and the members of KATAJA will be favored if all applicants cannot be accepted.

Article reading package:

The package will include ca. 25 articles, three to five articles related to each thematic area of the course. The list of articles will be delivered to all accepted course participants latest in December 20th, 2021.

Potential additional questions:

If you have any additional questions related to the course do not hesitate to take contact: