Global Engagement > Partnerships > Programs for Partner Institutions > Marketing Across Borders

Marketing Across Borders: Creative Marketing Strategies and Tactics for Global Expansion in Multi-Cultural Markets

​​​​​​Project Summary:

In this GLE project, the focus was on country profiling, Hofstede's cultural differences, and a market potential analysis where students presented opportunities to expand a company globally into two chosen countries. They were challenged to think and read critically regarding culture and its impact across international and global markets. To also examine cross-cultural views that compare local cultural customs across national boundaries and an intercultural approach where the focus is the interactions found across cultural differences in international markets. The students developed a final project where they presented a global marketing campaign, with a challenge to identify cultural differences, be creative, and be effective in the design of campaign that influences consumer adoption of a new product. This allowed them to exercise the application of analytical tools and frameworks to solve international marketing challenges, taking account of global dimensions when making decisions.

​​Project Length:

  • ​9 Weeks

Technology Tools Used:

  • Flipgrid
  • Google Docs
  • Zoom
  • Whatsapp
  • Other, per team choices​

​Interaction Mode:

  • Asynchronous

​Learning Outcomes: 

  • Students gained the ability to understand the interaction in marketing approaches across different national cultural backgrounds.
  • Students gained the ability to distinguish and analyze similarities and differences across national and regional environments.
  • Students gained a critical understanding of cultural differences from a global perspective.
  • Students worked in a virtual multi-cultural team setting and applied the theory in practice.

Faculty Feedback:

"The flow of information between the partners, as well as between the students, was an accelerator for creativity and a productive collaboration. Student engagement was very high, and the exchange of ideas throughout the course built up to a series of innovative final presentations where it was very clear that students drew from the theoretical and class materials, while applying to their original final project outcomes."  

Mona Pearl

"The highlight of this collaboration was the match of research interests between the two professors. Culture, as a dominant force that guide individuals’ attitudes and behaviors, was salient as factor that guide the collaboration and its future outcomes (for example, conference paper and research projects). The success of this collaboration not only depended on this. I have to acknowledge that the continuous flow of communications to plan the GLE and Dr. Pearl’s expertise, motivation and knowledge played a major role in its success.​ 

Franklin Velasco

Mona Pearl

faculty name

Institution: DePaul University
Discipline: International Marketing
Course name: Marketing Across Cultures: Multicultural Markets

Franklin Velasco

Institution: Universidad San Francisco de Quito (USFQ)
Discipline: Marketing
Course name: Market Research

Partner Institutions

DePaul University
Chicago, IL, United States


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