English   Danish

2014/2015  KAN-CIMMO1069U  International Marketing

English Title
International Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Sven Junghagen - MPP
Main academic disciplines
  • Globalization, International Business, markets and studies
  • Marketing
Last updated on 08-07-2014
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:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Please use the formal requirements for academic papers, which can be found on e-campus
Assignment type Case based assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Spring Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
Individual 72-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 and structure

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 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 08-07-2014