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2016/2017  BA-BIMKV1601U  SME Marketing & Global Market Communication

English Title
SME Marketing & Global Market Communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 50
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Jørgen Leif Stilling - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Globalization and international business
  • Communication
  • Marketing
Last updated on 01-03-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • use the theory introduced in the course and the relevant language to account for, analyse and discuss marketing communication in relation to SMEs
  • identify, discuss and analyse marketing communication in a selected project/case
  • assess the impact of the strategy and competitive situation in SMEs
  • demonstrate knowledge of how the marketing communication works globally
  • provide illustrative examples of the role that marketing communication plays in a selected project/case assignment
  • present a written independent, well-structured and coherent analysis and discussion in English without any significant lexical or grammatical errors that may constitute a barrier to communication
  • make references to sources used in the assignment correctly and consistently in accordance with a generally accepted referencing system
Course prerequisites
No course prerequisites
SME Marketing & Global Market Communication:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter and Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The contribution of small and medium-sized enterprises (SMEs) is important to our economic growth, job creation and innovation. Therefore, improving the competitive advantage of SMEs by marketing communication is the focus of the written product identifying factors which encourage success and can act as barriers to growth.  

Course content and structure

The overall objectives of the course are to


  • provide students with a theoretical foundation enabling them to discuss and analyse the way marketing communication impacts on SMEs performance
  • enable students to build awareness of the challenges of the SMEs
  • to provide students with practical methods to adapt marketing and communication to target customers globally
  • enable students to improve the competitive advantage of SMEs by marketing communication identifying factors which encourage success and can act as barriers to growth


The integration of the various instruments of the marketing mix is one of the major principles of sound marketing strategy. Obviously, this integration principle also applies to the various instruments of the communication mix for the SMEs. Whatever the case, the integration of the various instruments of the communication mix is favourably influenced and necessitated by a number of important trends in marketing


For SMEs to be successful and to fulfill the mission and vision, there need a strategy for beating the competition. This competitive adavantage or core competency is what will attract a sufficient number of customers to the business so it can succeed. Is the competitive advantage strong enough? How will the integrated marketing communication be telling the story globally?


The strategic management for SMEs. A bootom-up approach with growth

The business plan and road map to success. 
Manageming people and the creativity. Competitive advantage in SMEs

Innovation and networking in SMEs. Recognize opportunities

Integrated communications

How the marketing communication works

Target groups and who are the customers

Pricing and credit strategies

Objecties and budgets

Advertising and media

Brand activation and marketing globally

Leadership and ethical priorities



Teaching methods
The course consists of a combination of lectures, presentations, workshops, discussions, open space and blended learning with on-line company visits and project assignment.
Student workload
Course activities (including preparation) 147 hours
Exam (including exam preparation) 60 hours
Expected literature

Indicative course literature:

Patrick de Pelsmacker, Maggie Geuens Joeri van den Bergh.
Marketing communication A European Perspective. Fifth Edition (2013) Pearson.


Various articles re SMEs and small business management:


(see list of readings provided at the beginning of the course)

Last updated on 01-03-2016