International Marketing Simulation Framework: A Decision-Driven, AI-Supported Teaching Approach

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.