Welcome to “International Marketing in Asia!” The differentiated value of the course is learning about International Marketing in the specific context of an increasingly important region, i.e. Asia. The course offers several hands-on frameworks that will help students and practitioners to analyze and apply concepts learned to their target markets. Since cross-cultural marketing is an important challenge of international business, this course adopts the philosophy that countries share some similarities at a fundamental level (the “Etic” view) but that culture-specific differences exist (the “Emic” view) that have to be respected. Therefore, this course tries to imbue students and managers with the sense that international marketers need to balance their globalized and localized approach to individual markets in the world.