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2012/2013  KAN-CM_A209  International Marketing

English Title
International Marketing

Course information

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
Course coordinator
  • Alexander Josiassen - Department of Marketing
Main Category of the Course
  • Globalization, International Business, markets and studies
  • Marketing
  • Language and Intercultural Studies
Last updated on 16-10-2012
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.

  • Analyse and assess world markets, their respective consumers and environments;
  • Appreciate the importance of marketing research in analysing and assessing world markets and marketing opportunities
  • Appreciate the importance of cultural adaptation in marketing programmes and develop the foundations of cultural and cross-cultural understanding, including business customs in international marketing
  • Identify different types of environments (e.g., economic)
  • Identify emerging markets, multinational market regions and market groups
  • Identify different planning processes and organisational structures for managing and implementing marketing strategies in international markets
  • Understand and analyse the impact of country of origin on consumer behaviour
  • Understand and analyse a case using the country bias matrix
  • Identify appropriate strategies for marketing products in international markets including the most appropriate market-entry options for a given product, market and the environment; and
  • Prepare a research project and report comprising a market audit and marketing plan for introducing a product into a selected country and market.
individual written exam:
Type of test Written Exam
Marking scale 7-step scale
Second examiner No second examiner
Exam period April and August
Aids Please, see the detailed regulations below
Duration 4 Hours

Closed book but English language dictionaries are allowed
Course content
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:
  • What is international marketing, and how is it different from single-country marketing?
  • Elements of the international marketing environment
  • Global culture and globalization
  • Cross-cultural consumer behaviour
  • Global market segmentation, targeting and positioning 
  • Market entry strategies and ‘psychic distance’
  • The importance of the country of origin cue 
  • International consumer biases
  • International product mix and the global brand
  • Advertising, public relations and global marketing communications
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 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:
  • Levitt, T. (1983) “The Globalization of Markets,” Harvard Business Review.
  • Ohmae, K. (1995) “Putting Global Logic First,” Harvard Business Review.
  • Beverland and Lindgren (2002) “Using Country of Origin in Strategy”, Brand Management.
  • Usunier, J.-C. 2006. Relevance in Business Research: The Case of Country-of-Origin Research in Marketing. European Management Review.
  • Josiassen et al. (2008) “Country-of-Origin Contingencies: Competing Perspectives on Product Familiarity and Product Involvement”, International Marketing Review.
  • Josiassen, A.; Harzing, A.W.K. (2008) Descending from the ivory tower: Reflections on the relevance and future of country-of-origin research, European Management Review.
  • Shankarmahesh, M. (2004) “Consumer Ethnocentrism,” International Marketing Review.
  • Ettenson and Klein (2000) “Branded by the Past” Harvard Business Review.
  • Amine, Chao and Arnold (2005) “Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues,” Journal of International Marketing.
  • Josiassen, A. (2011), “Consumer Disidentification and Its Effects on Domestic Product Purchases,” Journal of Marketing.
  • Klein, et al. (1998), “The Animosity Model of Foreign Product Purchase:,” Journal of Marketing.
  • Steenkamp and De Jong (2010), “A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products,” Journal of Marketing.
Last updated on 16-10-2012