| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: The learning objectives of this course include
skills 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.
After having attended the course, students should:
- have a clear understanding of the structure of theories and
models regarding the specific nature of international consumer
markets, brands and consumer behaviour.
- have the ability to generate management-relevant insights into
how marketing theories and models can help firms create a
sustainable competitive advantage in domestic and international
markets.
- be able to critically reflect on these theories and models in
order to explain possible solutions and choices in
marketing-related situations.
- be able to use theories and models of international marketing
in order to analyse and explain various firm strategies regarding
product policy, pricing, distribution and
communication.
|
| Examination |
|
Principles of
International Marketing:
|
| Exam ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual |
|
72-hour take home exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Report |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Spring and Summer, The regular exam takes place
in March.
The make-up and re-examination takes place in August. |
| Make-up exam/re-exam |
Another examination form
The Make-up and Re-examination is a
4-hour written closed book exam, which takes places in
August.
|
|
| Course content and
structure |
|
This is the core marketing class in the BSc IB programme. The
course takes students from mundane problems in daily marketing
activity to discovering the underlying theoretical issues behind
marketing as practice and science. The course places heavy emphasis
on analysing global cultural and social patterns and their impact
on marketing strategy. The basic course goals are therefore to
provide a comprehensive analysis of the basic principles of
marketing-related activities within firms, with specific
consideration given to problems in international marketing. In
particular, the impact of cultural differences and macro-social
patterns on global marketing activities will be discussed.
As part of this general larger goal of the course, students will
gain:
- an understanding of the key components of the global marketing
mix and their use in marketing
- knowledge of the role of new product development and market
research as key support activities in an overall marketing
program
- the ability to assess advantages and disadvantages of various
market entry strategies and market entry modes
- knowledge of new forms of global brand communication and
consumer behaviour
- knowledge of the role new technologies play in global marketing
activities
- an understanding of the role of marketing and of new forms of
knowledge and intellectual property right regimes for the
competitive advantage of a firm.
The course will cover the following main subject areas:
- What is marketing? Macro- versus micromarketing
- Elements of the international marketing environment
- Global culture and globalization
- Cross-cultural consumer behaviour
- International market research and global market
segmentation
- Market entry strategies and ‘psychic distance’
- Market entry modes, export behaviour and franchising
- Competitive advantage and knowledge (global & local)
- International product mix and the global brand
- Advertising, public relations and global marketing
communications
- Supply chain strategies and distribution channels
- Pricing decisions in international marketing
- Relationships, networks and partnerships in international
marketing
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).
|
| Teaching methods |
| The course is based on a combination
of lectures, case workshops, class discussions and student
presentations. The use of the case method in particular calls for
each student, individually, to carefully read and think about each
of the provided cases. In addition, student groups will be formed
(with a maximum size of five-six students). The purpose of these
groups is to help each member define, adjust and amplify his or her
own thinking. The concept of student and discussion groups is to
develop teamwork skills, used in companies for problem solving. An
effective group will employ the skills of each member for a
synergistic effect. A certain business case will be discussed each
week during the class. Each group will then be given a specific
question relating to one of the cases we discussed in
class. |
| Expected literature |
|
Selected chapters from the following textbooks:
Philip Kotler et al., Principles of Marketing,
Prentice-Hall, 6th European Edition (2013).
Pervez Ghauri and Philip Cateora, International Marketing,
McGraw-Hill, 3rd Edition (2010).
Svend Hollendsen, Global Marketing: a Decision-Oriented
Approach. Prentice-Hall, 6th Edition (2013).
Jean-Claude Usunier, Julie Anne Lee, Marketing across
Cultures, Prentice-Hall, 5th or 6th
Edition (2009/2012).
Additional weekly readings, like texts and case studies, will be
made available through CBS Learn.
Please note: minor changes may occur. The teacher will
upload the final reading list and course handbook to CBS Learn two
weeks before the start of the
course.
|
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