• 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

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.
 

Indicative literature.

Articles: Available through the CBS library