Virtual campus
Reflections on International Marketing: Bridging the gap between theory and global strategy
By Dr. Donna Lee Rosen
Professor of International Marketing at BEBS
In the rapidly shifting landscape of global business, International Marketing is no longer just about visibility, it’s about strategic resonance. As a professor at BEBS, my mission goes beyond delivering a syllabus, it’s about challenging my students to look past the obvious and embrace the complexities of the 21st-century marketplace.
‘In my module, we don't just study models, we interrogate them’
When I step into a live session for our Online MBA, my goal is to create a bridge. On one side, we have the rigorous academic frameworks, the DNA of business strategy. On the other, the messy, fascinating reality of global industry challenges.
Whether we are discussing the integration of AI in the Marketing Mix or navigating the ethical nuances of sensitive sectors like women’s health, I push my students to:
- Question assumptions: Before accepting a strategy, ask why it works in one culture and fails in another.
- Think Critically: Memorization is for the past; strategic adaptation is for the future.
- Embrace Tech: From data analytics to generative AI, new technologies reshape how we connect with global audiences.
Sessions designed as a "Global Arena" where every voice adds value
One of the aspects I value most about teaching at BEBS is the diversity of our classrooms. I am constantly inspired by the perspectives my students bring from every corner of the world.
Instead of a lecturer, I’m the mentor that sets the bar high. Whether I am guiding them through the International Marketing module or supervising a Final Master Project (FMP), my commitment is to ensure that when they finish this program, they don't just have a degree, but also the confidence to lead.
To my current and future students:
What I expect is quality and in-depth work because the business world expects nothing less. My "strictness" is simply a reflection of my belief in your potential. Let’s continue to push boundaries, stay curious and transform today’s challenges into tomorrow’s marketing innovations.
