2014/2015
KAN-CIMMO1069U International Marketing
| English Title |
| International
Marketing |
|
|
| 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 |
|
|
| 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
|
| Examination |
|
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
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