International Marketing Simulation Framework: A Decision-Driven, AI-Supported Teaching Approach
Description
This resource presents the International Marketing Simulation Framework, a decision-driven, AI-supported framework for teaching international marketing through cumulative, simulation-based learning. Designed as an alternative to fragmented case-based instruction, the framework models international marketing as a continuous managerial process in which students make interdependent strategic decisions related to market selection, entry mode, distribution, pricing, and marketing communication. Early decisions constrain later options, reflecting the path-dependent nature of real international expansion.
Generative AI is used exclusively at the course design and orchestration level to support the development of internally consistent fictional markets, scenario narratives, and adaptive contextual information. This design-oriented use of AI enhances pedagogical sustainability, scalability, and reuse, while preserving instructor mediation and student decision accountability.
Table of contents
This Zenodo record contains a complete, reusable International Marketing Simulation Framework designed for decision-driven, simulation-based teaching in higher education. The framework models international marketing as a cumulative managerial process and is supported by AI-assisted course design and instructor-mediated facilitation.
The resource package is organized into the following files:
Contents
1. International Marketing Simulation Framework
Provides the conceptual foundation of the framework, including pedagogical rationale, core design principles, simulation structure, the role of generative AI in course design, and guidance on reuse and adaptation. This file serves as the canonical reference for the framework.
2. Simulation Assignment Overviews
Outlines the sequence of interrelated assignments that structure the simulation. Each assignment is framed around a core international marketing decision and positioned within a cumulative strategic narrative from market entry to communication execution.
3. Teaching Notes for Instructors
Offers instructor-facing guidance on facilitation, competency development, common student challenges, and assessment logic. Includes a competency map aligned with the assignment sequence and emphasizes strategic reasoning over procedural correctness.
4. Fictional Markets and Country Profiles
Contains a set of fictional country profiles designed as controlled international market environments. These profiles support comparative analysis and standalone use while maintaining internal consistency and pedagogical focus.
Together, these materials enable instructors to implement, adapt, or extend a coherent international marketing simulation across different institutional contexts, delivery formats, and student levels.
Files
1. International_Marketing_Simulation_Framework.pdf
Additional details
Dates
- Issued
-
2026-01-12First public release (Version 1.0)