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, each lasting for two (2) hours. In addition, the students must complete two individual homework assignments.
Groups consisting of five (5) students will solve a case that will later be presented to three (3) other student groups in a main group. Case presentations must be delivered electronically. After the presentation, the students in the presenting group will moderate the discussion about the case firm in the main group. The administration may reduce the group size to make the number of students to fit the size of the main groups.
In addition to activities relating to their own case, the students will participate in discussions of three (3) other cases.
Participation in all four case seminars is mandatory, since the case seminars constitute the examination in this course.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course start.
At re-sit all exam components must, as a main rule, be retaken during next scheduled course.
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.
| Assessments |
|---|
Exam category: Submission Form of assessment: Structured test Weight: 10 Grouping: Individual Duration: 10 Week(s) Comment: Asynchronous written homework assignments are to be completed via an online interface throughout the semester, typically 2 times per semester (but also on a weekly basis if required). They will be held during the semester and before the case seminars. The schedule of submissions will be announced at the beginning of the semester. Points obtained count towards the overall grade. Students failing to submit before the deadline will receive 0 points. Exam code: EXC 36021 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Structured test Weight: 10 Grouping: Individual Duration: 10 Week(s) Comment: Asynchronous written homework assignments are to be completed via an online interface throughout the semester, typically 2 times per semester (but also on a weekly basis if required). They will be held during the semester and before the case seminars. The schedule of submissions will be announced at the beginning of the semester. Points obtained count towards the overall grade. Students failing to submit before the deadline will receive 0 points. Exam code: EXC 36021 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Presentation and discussion Weight: 35 Grouping: Group (5 - 6) Duration: 100 Minute(s) Comment: 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). 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%). Exam code: EXC 36021 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Presentation and discussion Weight: 45 Grouping: Individual Duration: 225 Minute(s) Comment: The students participate in discussions of three other cases and their contribution to the discussion in each of the cases accounts for 15% of the final grade, for a total of 45% for the three discussions. Exam code: EXC 36021 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled 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.