• have a clear understanding of the structure of theories and models regarding the specific nature of international consumer markets, brands and consumer behaviour.
• have the ability to generate management-relevant insights into how marketing theories and models can help firms create a sustainable competitive advantage in domestic and international markets.
• be able to critically reflect on these theories and models in order to explain possible solutions and choices in marketing-related situations.
• be able to use theories and models of international marketing in order to analyse and explain various firm strategies regarding product policy, pricing, distribution and communication.

This is the core marketing class in the BSc IB programme. The course takes students from mundane problems in daily marketing activity to discovering the underlying theoretical issues behind marketing as practice and science. The course places heavy emphasis on analysing global cultural and social patterns and their impact on marketing strategy. The basic course goals are therefore to provide a comprehensive analysis of the basic principles of marketing-related activities within firms, with specific consideration given to problems in international marketing. In particular, the impact of cultural differences and macro-social patterns on global marketing activities will be discussed.

As part of this general larger goal of the course, students will gain:

• an understanding of the key components of the global marketing mix and their use in marketing
• knowledge of the role of new product development and market research as key support activities in an overall marketing program
• the ability to assess advantages and disadvantages of various market entry strategies and market entry modes
• knowledge of new forms of global brand communication and consumer behaviour
• knowledge of the role new technologies play in global marketing activities
• an understanding of the role of marketing and of new forms of knowledge and intellectual property right regimes for the competitive advantage of a firm.

The course will cover the following main subject areas:

• What is marketing? Macro- versus micromarketing
• Elements of the international marketing environment
• Global culture and globalization
• Cross-cultural consumer behaviour
• International market research and global market segmentation
• Market entry strategies and ‘psychic distance’
• Market entry modes, export behaviour and franchising
• Competitive advantage and knowledge (global & local)
• International product mix and the global brand
• Advertising, public relations and global marketing communications
• Supply chain strategies and distribution channels
• Pricing decisions in international marketing
• Relationships, networks and partnerships in international marketing

The above described course content directly supports the four learning goals of the Bachelor in International Business: Practical application of theory, learning in relation to practical business settings (learning through case studies), a clear focus on an international economic and business perspective, and research-based teaching (fulfilled through class readings which incorporate contemporary research articles in the field of international marketing).

Selected chapters from the following textbooks:

Svend Hollendsen, Global Marketing: a Decision-Oriented Approach. Prentice-Hall, 6^th Edition (2013).

Philip Kotler et al., Principles of Marketing, Prentice-Hall, 6^th European Edition (2013).

Pervez Ghauri and Philip Cateora, International Marketing, McGraw-Hill, 3^rd Edition (2010).

Jean-Claude Usunier, Julie Anne Lee, Marketing across Cultures, Prentice-Hall, 5^th or 6^th Edition (2009/2012).

Additional weekly readings, like texts and case studies, will be made available through CBS Learn.


Please note: minor changes may occur. The teacher will upload the final reading list and course handbook to CBS Learn two weeks before the start of the course.