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2011/2012  KAN-IMM_IM58  International Marketing

English Title
International Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Sven Junghagen - Department of Management, Politics and Philosophy
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Learning Objectives
The objective of this course is to provide exploratory insights into the changing logic of traditional marketing in this information age in the international context.
  • • Understand and be able to discuss the assumptions that underlie the study of international marketing and e-business, and the individual models, concepts and theories presented throughout the course
  • • Apply these models singly or combined to fit the concrete case situation under study
  • • Understand and analyse the relationship between international marketing and e-business by applying relevant models, concepts and theories
  • • Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
  • • Reflect incisively and critically over the underlying causes of the phenomena they are studying
  • • Relate the theories, concepts and models presented in this course to others they are familiar with from other courses
  • • Synthesise and deduce new models that can be used to predict phenomena relevant to the study of corporate communication
International Marketing:
Assessment Home Assignment
Marking Scale 7-step scale
Censorship No censorship
Exam Period April and May/June
Aids Please, see the detailed regulations below
Duration 24 Hours
Individual 24-hours case exam (max. 10 standard pages).
The regular exam will be held in April. The dates and the regular exam will be announces by the secretariat. The make-up/re-exam takes place in June. The make-up/re-exam project must be written individually.
Course Content

The rapid development of new interactive media such as on-line services and the World Wide Web was supposed to take both consumers and marketers by surprise. In this fast developing stage it was difficult to estimate its likely impact on consumer behaviour. As of today, our experience has not lived up to the enthusiastic foresights in the public discourse. It is to be recognised that within the marketing discipline this is a fairly new field of study and the existing literature is quite scattered and so far does not present any constructive theories or models. We will attempt to examine the relation between new technologies, consumers and marketers within the framework of traditional methods of marketing. We will study their expectations and attitudes toward this marketing tool to increase efficiency and competitiveness. Further, we will study how companies can use Internet for possible creations of homogenous and global market segmentation for their products and services. How can increased use of Internet change the role of the middleman (e.g. retailers and distributors)? Most companies can not use the Internet to serve all of these functions, but instead are evaluating which functions can be performed by this new medium more effectively than existing alternatives. Every business must determine what combination of Internet technologies and traditional marketing methods are appropriate for it self.

Teaching Methods
The teaching mainly takes place in large classes and consists of a mixture of dialog-based lectures, presentations, discussions, and assignments/cases.

Indicative literature.

Jean Claude Usunier & Julie Anne Lee. Marketing Across Cultures. 5th edition. Prentice Hall.
Articles: Available through the CBS library
Cases: Most articles can be bought from the bookstore: “Samfundslitteratur”and some can be found in different databases. A few can be found on Sitescape as pdf. files.