ØKB2121 International marketing

Contents and structure

International marketing requires an interaction between firms and people of different nationalities and cultures. Major topics include the role of culture in a global context, international opportunity assessment, foreign market entry, international marketing communication, international distribution channel decisions, and international product development & pricing.

Learning Outcome

Knowledge

The Student

• has knowledge about external factors, for example, cultural, ethical, political, and economic factors that influence the work in international marketing.
• can explain concepts and theories on selection of the target market and global market entry strategies.
• can explain concepts and theories on global product strategies, global communication strategies, global pricing, and global logistics and distribution.
• has knowledge about sources of secondary data on international markets.
• has knowledge about usage of terminology in the academic field of international marketing.

Skills

The Student :

• can analyze business cases based on knowledge and theories in international marketing.
• can critically analyze a firms activities in international marketing.
• can develop global market entry strategies, global product strategies, global pricing strategies, global communication and distribution strategies.

General Qualifications

The Student :

• has understood theories and models in such a critical and reflected way that she/he understands challenges and dilemmas in international marketing.
• has acquired an academic competence to participate actively in discussions about issues on international markets.

Entry requirements

None

Recommended previous knowledge

BØA116 Marketing or similar

Teaching methods

The teaching will be based on lectures and group work.

Compulsory learning activities

Presentation of case analysis in group

Assessment

Project 100%

Character scale A-F

Examination support material

All printed and written study aids may be used

More about examination support material