2013/2014 KAN-CM_A209 International Marketing
English Title | |
International Marketing |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | One Semester |
Course period | Spring
Changes in course schedule may occur Thursday 10.45-12.25, week 6-12, 14-18, 20-22 |
Time Table | Please see course schedule at e-Campus |
Max. participants | 45 |
Study board |
Study Board for MSc in Economics and Business
Administration
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 14-11-2013 |
Learning objectives | |||||||||||||||||||||
In order for a student to receive a
grade 12 in the exam, the student has to display full knowledge of
the marketing theories and models discussed in class, and be able
to apply them to a given business problem. Exam answers that
present only partial knowledge, well written or presented, are by
definition not sufficient for a grade 12. In addition, exam papers
considered for a grade 12 must provide full answers of all exam
questions at a level which is judged as ‘excellent’ (not merely
‘good’ or ‘very good’) throughout the entire paper. If parts of the
exam questions are left unaddressed the paper can not be considered
for a grade 12. Both the first marker (Examiner) and the second
marker (Censor) will take into account that students have a full
four hours (240 min) available to answer the exam questions.
The learning objectives of this course are defined by the following cognitive and practical skills: students must show the ability to appropriately meet the objectives however of assignments (exam questions in this case). Exam papers that fail to address and answer the question(s) will not be considered for a pass. Students will have to show that they are able to: see below In addition, the learning objectives of this course include capabilities such as organizing one’s thoughts and arguments in a logical sequence, based on evidence and supported by examples. Writing skills (spelling, grammar, punctuation, language skills) are as important as cognitive skills and students will have to demonstrate the ability to organize their arguments in a structured (paragraph and sentence construction) as well as critical fashion. In other words, students have to be able to avoid exam answers that merely copy the textbook without providing critical engagement with and application of textbook-based knowledge.
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Examination | |||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||
Marketing in an international
environment is increasingly important for many businesses.
While the core principles of marketing apply, this subject will
provide students with knowledge, understanding and techniques
related to undertaking marketing in an international environment
and marketing to global markets. To achieve this, the course will
draw on the latest knowledge in the area and will seek an applied
approach with the use of industry examples and industry
involvement.
The course will cover the following main subject areas:
The above described course content directly supports the four learning goals of the Bachelor in International Business: Practical application of theory, learning in relation to practical business settings (learning through case studies), a clear focus on an international economic and business perspective, and research-based teaching (fulfilled through class readings which incorporate contemporary research articles in the field of international marketing). |
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Teaching methods | |||||||||||||||||||||
The students will apply current research-driven knowledge to an applied, international context. To achieve this, the course is based on a combination of lectures, student presentations, class discussions and participation. The lectures will expose the students to the latest cutting edge knowledge in international marketing. This may happen in collaboration with well-known academics from prestigious overseas universities. Each student will analyze a marketing challenge using this theoretical knowledge. The definition of the problem may happen in collaboration with a company. Each student will also get to present on their assignment topic to the class. This enhances their presentation skills which is an important skill to master for a work-ready student. Furthermore, they will receive feedback from their instructor as well as from their fellow students which in turn will help them improve their final report. Overall, the students will gain and draw on many different skills that are essential in their future jobs. | |||||||||||||||||||||
Expected literature | |||||||||||||||||||||
· Keegan W. J. and
Green M. C., (2007), Global Marketing, 6th (5th) Edition, Prentice
Hall International, New Jersey.
A course reader (Compendium) will be made available which contains additional articles from the marketing-scientific literature; amongst others:
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Last updated on
14-11-2013