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2012/2013  KAN-IMM_IM58  International Marketing

English Title
International Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
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
  • Globalization, International Business, markets and studies
  • Marketing
Last updated on 19-12-2012
Learning objectives
To achieve 12, as the course’s final grade, the student must perform the following:
  • Discuss the underlying assumptions for the study of international marketing and e-business
  • Select and apply models, concepts and theories towards a given case situation.
  • Present argumentation for the relevance of the selected models, concepts and theories.
  • Synthesise and deduce new models that can be used to predict phenomena relevant to the study of International Marketing
International Marketing:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period April and May/June
Aids Please, see the detailed regulations below
Duration 24 Hours
Individual 24-hours case exam (max. 6 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 completely change the rules for international marketing. 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. We will attempt to examine the relation between new technologies, consumers and marketers within the framework of traditional methods of marketing. The practice of marketing is changing, and we still do not know exactly where we are heading. What we do know is that we cannot neglect basic fundamentals of marketing, so we will in this course take our point of departure in traditional views of international marketing and explore the mechanisms of change.  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 cannot 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 itself.

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

Indicative literature.

Articles: Available through the CBS library

Last updated on 19-12-2012