International marketing (5 cr)

Objective

You are able to
analyse that marketing in different environments require different solutions?
assess the macro environmental forces in different markets?
plan an international marketing strategy including product, price, promotion and place decisions?
identify ethical issues related to international marketing?

Content

How do cultural, social, political and economic environment affect international marketing?
What kind of?internationalisation process and operation modes can companies apply?
How do marketing mix strategies vary in different international markets?
How does digitalisation affect the international marketing of a company?

Course material

•Lecture notes and cases from the class
•Selected chapters from the following source materials ( only most important are mentioned)
- Hollensen, S., 2011. Global Marketing. Fifth edition. Harlow: Pearson Education Limited.
- Keegan, W. J. & Green, M. C., 2012. Global Marketing. Seventh Edition. New Jersey: Prentice Hall.
•Additional readings assigned separately during the class

Study forms and methods

At the end of the study unit, students should be able to:
• Understand internationalization processes and factors affecting entry mode decisions
•Conduct marketing research in an international environment
•Understand segmentation, targeting and positioning in an international
environment
•Assess the macro environmental forces affecting marketing decisions
•Plan integrative marketing strategy including product, price, promotion and place decisions
•Design, implement and evaluate integrated marketing mix strategy
•Understand marketing conditions in important regional integration schemes

Timing of exams and assignments

The maximum number of points obtainable from the
course is 100, which is broken down as follows:
-Final exam(25 Points), Mid-term exam (25 points), One group project (35 Points), One case study/Presentation (15 points) and Attendance (bonus) worth 10 points. Students should pass all the requirements individually in order to pass the whole course.

Evaluation scale

1-5

Qualifications

Customer oriented marketing 5 ECTS credits