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2017/2018  BA-BHAAI1014U  International Marketing Management: Strategic Thinking for Managing and Marketing in a Global Economy

English Title
International Marketing Management: Strategic Thinking for Managing and Marketing in a Global Economy

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Glen H. Brodowsky, Professor of Marketing, Chair, Department of Management, California State University San Marcos,ghb.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Globalization and international business
  • Intercultural studies
  • Marketing
Last updated on 23/07/2018

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Explain how firms and strategy evolve as they globalize
  • Describe the genesis of cultures and traditions and how they affect strategic management decisions
  • Reflect on the complexity of the relations between the global environment and business decisions
  • Apply concepts, theories, models and frameworks for international management and marketing
  • Identify, analyze, and use secondary data sources to identify new opportunities for market entry and growth
Course prerequisites
Students should have completed a Principles of Marketing Course
International Marketing Management - Strategic Thinking for Managing and Marketing in a Global Economy:
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 Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 26/27 June - 30 July 2018. Please note that exam will start on the first teaching day and will run in parallel with the course.

Retake exam: September - October 2018

3rd attempt (2nd retake) exam: November - December 2018

Exam schedule is available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams.
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question (72-hour home assignment)
Course content and structure

All business in global domestic markets are merely segments of an interconnected global environment. In the internet age, many firms are “born global” and from their inception, they serve customers and employ workers beyond their national borders. Nonetheless, many of the  world’s major global players have evolved over time from domestic to multidomestic (multinational) to global companies.  Global firms differ from others not because of their organizational charts, but rather because they adopt a strategic perspective from which they seek opportunities across the globe along all links of the value chain.  Global managers understand that the boundaries of political maps defined by countries, while convenient, do not capture the complexities of a truly integrated, global economy. 
Your generation faces challenges and enjoys opportunities on a global scale like no generation before. Within your own short lifetimes, the BRIC countries (Brail, Russia, India and China) as well as other emerging economies such as South Africa and Turkey have come to prominence.  At the same time, the recent global financial crises have presented great challenges to countries within the Euro Zone.  A key objective of this course is to broaden student horizons by providing cases and examples across all of these other regions of the world.
Everything everywhere takes place against the backdrop of culture.  Too often, students and managers throw up their hands and attribute differences and misunderstanding to the mysteries of something called “culture.” One of the main goals I have in teaching this course is to demystify notions of culture.  Often, culture is presented in terms of customs and traditions that are sacred and sometimes exotic.  Indeed, I believe taking the time to understand the genesis of these traditions leads to the conclusion that, within the local context, they make practical sense. That is, most customs and traditions have their beginnings in solving 
By taking this course, students should become more comfortable asking questions about why cultures develop the way they do and to understand how they make sense in their local contexts. Beyond developing a better understanding of cultures, students should become comfortable using existing theoretical models for analysing comparative and competitive advantages of different countries, regions, and attractiveness for making value-chain related strategic management and marketing decisions related to market selection, development, diversification, and growth.


Preliminary assignment:  Students should identify a company that they believe is truly global and explain how they define what a global company is, and justify why the company they choose qualifies as global.

Class 1:The Evolution of the Global Economy and Global Companies
Class 2:Strategy Basics
Class 3: Competitive Advantage of Nations
Class 4:Understanding the Global Environment (PESTL)
Class 5: Competitive Rivalry
Class 6: Culture - A practical Guide

Class 7: Marketing Research for Market Entry
Class 8: Market Entry Strategies
Class 9: Adaption vs. Standardization: Product and Price
Class 10: Adaptation vs. Standardization: Promotion and Distribution
Class 11: Comprehensive Review

Teaching methods
This course includes lectures and class discussions. There will be video presentations as well.
Feedback during the teaching period
Students will be asked to apply one of several models to analyze an industry or a market.

All Home Project Assignments/mini projects are based upon a research question (problem formulation) formulated by the students individually, and must be handed in to the course instructor for his/her approval no later than 12 July 2018. The instructor must approve the research question (problem formulation) no later than 17 July 2018. The approval is a feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.

Expected literature

Mandatory readings:


Hitt, Michael A, R. Duane Ireland, and Robert E. Hoskisson (2013) Competitiveness and Globalization: Strategic Management, South-western Cengage Learning


Last updated on 23/07/2018