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2010/2011  BA-HA_E54  Organising Global Business and Marketing

English Title
Organising Global Business and Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Autumn . Spring
Pending schedule: Wed.: 15.20-17.55, week:36-41, 43-46 This course will also be offered in Spring 2012
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Economics and Business Administration
Course Coordinator
  • Jens Vestgaard - Department of Organization
Secretary Ane Lindgren Hassing - alh.ioa@cbs.dk
Main Category of the Course
  • Marketing
  • Corporate and Business Strategy
  • Globalization, International Business, markets and studies
  • Organization

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
The course aims at introducing the students to the everyday decision making dilemmas faced by managers of medium and smaller sized companies who strategically strive to manage corporate resources and organisations, opportunities and relations under dynamic influence of the rapid changes and growing importance and complexity of developments in international markets.

At the end of the course the student should be able to:
  • Understand and appreciate the differences that make international business management the challenge it is
  • Have broad comprehension of concepts, theories, models and frameworks to analyse the relations between national business systems, international markets, organizing international business and the evolution of multinational corporations
  • Assess the degree of geographic interdependence that characterizes an industry as well as the evolution in the factors that determine such global interdependence so as to prescribe action and not just reaction
  • Help define and put in place structural and human resource systems that fit the strategic imperative and market entry modes of global operations while retaining the necessary flexibility for dealing with diversity and change
  • To undertake an initial analyze the different financial, political, institutional environments in which multinational companies are embedded
  • Analyze the different ways multinational companies are managed and the strategic consequences of these different managerial models
Basic knowledge of strategic management, business strategy, marketing and organisation is advantageous, but no absolute requirement
4 hour open book exam
Exam Period Autumn Term

The exam is a 4 hour written, open book exam. The exam is PC-based with no internet access. It is also possible to write in hand.
Course Content

The course applies a practical, company and case specific approach to analysis. The course will in an analytical way introduce the students to applied economic and organisational theories and tools supplemented by a number of practical problems and experiences.

The topics to be included in the discussions will – among others – include:

A: Organising Global Business:

· The nature and complexity of the international marketplace

· Options for organising international ventures

· Organising for market penetration

· Sustainable international business organisations

B: Dimensions of International Business Leadership:

· Leadership and decision making in an international company

· From national to international business leadership

C: Corporate Organisation:

· International ventures and business systems

· Intra-organisational cooperation and competition

· Intra-organisational consequences of selected international strategies

D: Competencies for International Business:

Development of international competencies by organisations, business groups / units and individuals.

Teaching Methods
The classes will comprise a mixture of pedagogical methods and learning techniques aiming at making the students able to critically analyze the materials and dilemmas presented as well as forming their own ideas and develop their own arguments. The overall approach to teaching and learning is based on active student participation and involvement:
• Teacher presentations – lectures and powerpoints
• Critical discussions at class of the materials presented
• Discussion at class of specific issues and dilemmas – based on micro-cases
• Student work – collaborative and individual studies
• Discussions at class of case studies (one case on each major topic, published on Sitescape one week before class). The students are expected to use the cases for collaborative exercises in groups
• Student group mandatory presentations at class (4 to 6 pages or powerpoints, topics to be chosen from a list prepared by the teacher – own suggestions will be welcome). The presentations are to be uploaded on Sitescape.


G. Albaum, J. Strandskov, E. Duerr and L. Dowd: International Marketing and Export Management, Prentice Hall, 2005.

Jacob Pyndt and Torben Pedersen: Managing Global Offshoring Strategies: A Case Approach.