EXC 3602 International Marketing
EXC 3602 International Marketing
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.
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 organize and plan international marketing activities.
On completion of the course the students should be able to:
- Analyze the external international marketing environment, customers, competitors, and their own firm’s market situation.
- Analyze and use economic data for practical decision making in international marketing.
- Analyze the international company culture and internal resources and capabilities necessary for international marketing activities.
- Identify useful and precise problem formulations as a basis for marketing strategy development.
- Develop goals for international marketing.
- Develop viable international marketing strategies.
- Develop product strategies, pricing strategies, promotion strategies, and marketing channel strategies, as well as suggest how international marketing should be organized, planned and implemented.
- Participate in and moderate group discussions about international marketing.
- The students will recognize the importance of and increase their interest in international economics, politics, culture and marketing.
- The students will see ethical dilemmas in international marketing.
- The students will understand how growing societal und political concerns for sustainability of business practices create new opportunities and threats in international marketing.
- 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.
The course consists of a combination of lectures in class and case seminars in smaller groups. The students must participate in four (4) case seminars. In addition, the students will need to get approved 2 out of 3 work requirements during the semester, to be admitted to the exam. Students who will not get approved work requirements will be deregistered from the exams and must take the course and exam when the next schedule time. The work requirements will be three quizzes.
The exam will be organized like this:
- 40 % of total grade in the course: Group presentation - The case seminars take place as follows: In one of the seminars, a student group of five (5) to six (6) students present their analyses and recommendations concerning the case company. After the presentation, this student group will moderate a discussion of the case between the other members of their main group (who are members of three (3) other student groups). The group grade for presentation and moderation accounts for 40% of the final grade. In the remaining three seminars, the members of the student group will participate in the discussion of other cases on an individual basis. This Grade captures (1) the quality of the analysis (weight approx. 70%) and (2) the quality of the presentation and moderation of the succeeding class discussion (weight approx. 30%). The students will get feedback from the examiners after the presentation as a group (or individually)
- 60 % of the total grade in the course: The students participate in discussions of three other cases and their contribution to the discussion in each of the cases accounts for 20 % of the final grade, for a total of 60 % for the three discussions. The students get feedback from the examiners after the discussion as a group (or individually).
A re-sit examination is held in connection with the next scheduled examination in the course. In the case of a re-sit examination, the student must participate in all four (4) case seminars once again.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
General knowledge of business administration subjects.
| Mandatory coursework | Courseworks given | Courseworks required | Comment coursework |
|---|---|---|---|
| Mandatory | 3 | 2 | Three take-home quizzes will be given to the students during the semester. Participants will need to get approved 2 out of 3 to be admitted to the exam. |
| Assessments |
|---|
Exam category: Activity, Oral Form of assessment: Presentation Exam/hand-in semester: First Semester Weight: 40 Grouping: Group (5 - 6) Duration: 95 Minute(s) Comment: The students present in groups for 20 minutes and then they must facilitate discussion of the case and their solution to it with their fellow students 3 times (one and one group) 25 minutes = 20 + 3*25 = 95 minutes Exam code: EXC 36022 Grading scale: ECTS Resit: Examination when next scheduled course |
Exam category: Activity, Oral Form of assessment: Presentation Exam/hand-in semester: First Semester Weight: 60 Grouping: Individual Duration: 135 Minute(s) Comment: The student listens to the presentation of the other 3 cases (20 min per case) and then participates in a discussion of the 3 cases (25 minutes) = 20*3 + 25*3 = 135 minutes Exam code: EXC 36023 Grading scale: ECTS Resit: Examination when next scheduled course |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
Teaching | 30 Hour(s) | |
Seminar groups | 8 Hour(s) | Case seminars in groups |
Prepare for teaching | 82 Hour(s) | |
Group work / Assignments | 25 Hour(s) | Development of case solution for delivery and preparation for presentation. |
Student's own work with learning resources | 55 Hour(s) | Preparation for two (2) structured tests and three (3) oral case discussions |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.