Course description

International Marketing

Introduction

Globalization affects all firms, also those operating in their home markets. Understanding this development is important for judging changes in the competitive situation and for new opportunities and threats. In this course, we treat this development, develop theoretical insight into what demands this development poses for the firm's organization, and develop an understanding of alternative market strategies.

Course content

  • Globalization, the international economic, political, social and technological environment, and analysis of the external marketing environment.
  • International market research and information sources.
  • The internationalization theory and the analysis of the internal international company culture, resources and capabilities of the firm.
  • International marketing strategy and competitiveness development.
  • International market selection
  • International entry modes and sourcing.
  • International product strategy, pricing, and market communication.
  • Control and implementation of international marketing activities.
  • Analysis and discussion of practical cases.

Learning outcome knowledge

On completion of the course the students should be able to:

  • Understand how international marketing differs from domestic marketing;
  • Build knowledge about external environmental factors, customers, competitors, and their own firm, that is relevant for businesses operating in international markets;
  • Understand the role of culture in international marketing and approaches for data collection about international markets
  • Understand the internationalization process and the role of international company culture and internal resources and capabilities in international market success;
  • Understand how to develop international marketing strategies in globalizing markets following the STP approach;
  • Build knowledge about international market selection, entry modes, sourcing, international product strategy, pricing, market communication and distribution, as well as how to organization and plan international marketing activities.

Exam organisation

  • Written assignment: 10%
  • Written assignment: 10%
  • Presentation and discussion: 25%
  • Presentation: 10%
  • Presentation and discussion: 15%
  • Presentation and discussion: 15%
  • Presentation and discussion: 15%