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2018/2019  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, California State University San Marcos, glenbrod@csusm.edu
    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 ISUP academic director, Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Globalization and international business
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 05/12/2018

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
  • Consider the complexity of the global environment affect 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: Home Assignment: 25/26 June - 29 July 2019. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 8-11 October 2019 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules 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
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content and structure

Your generation faces challenges and enjoys opportunities on a global scale like no other generation before.  For more than five decades, there has been a steady march toward an increasingly interconnected global marketplace.  Within your own short lifetimes, the BRICIS countries (Brazil, Russia, India, China, and South Africa), as well as other emerging economies like Turkey, have come to prominence.
Nonetheless, while we have seen enormous growth in emerging markets, we have also witnessed an increasingly negative reaction to globalism, particularly in Europe and the US, in recent years.  Globalism is being challenged by nationalism in many parts of the world.  
Many of the world’s major companies have evolved over time, from domestic, to international, to multi-domestic, to global firms.  Other, newer companies have been born global. Global firms seek to maximize their profits along an increasingly globalized value chain.  


Preliminary assignment 
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 
Feedback  activity 
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


Description of the teaching methods
This course involves lecture, video, and class discussions.
Feedback during the teaching period
Students will be asked to provide a proposal for their final project midway through the course.

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 11 July 2019. The instructor must approve the research question (problem formulation) no later than 16 July 2019. 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 2019 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 05/12/2018