• 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

The course in International Marketing aims to provide students with a theoretical and practical understanding in the field of marketing. In the last two decades, technologies have emerged that initially were supposed to completely change the rules for international marketing. In this fast developing stage it has been difficult to accurately estimate their likely impact on consumer behaviour. As of today, our experience has not fully 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. We will in this course take point of departure in traditional views of international marketing and explore the mechanisms of change. The traditional channels for communication and product delivery have changed to a complex world where producers can no longer fully control communication about products, where products are co-created, and the logic of retailing is continuously changing and evolving.

Theoretical lectures will be supplemented with case analyses and external lecturers to provide the application in practice.

Indicative literature.

Articles: Available through the CBS library