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2019/2020  BA-BIMKO1024U  Interdisciplinary Case: Global Marketing Management

English Title
Interdisciplinary Case: Global Marketing Management

Course information
Language English
Course ECTS 15 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Alexander Josiassen - Department of Marketing (Marketing)
  • Florian Kock - Department of Marketing (Marketing)
Main academic disciplines
  • Globalisation and international business
  • Intercultural studies
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 24-03-2020

Relevant links
Learning objectives
This course aims to introduce to students the domain of international marketing management. To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Understand the core aspects of the economic, politic, social, and cultural environments that affect consumers and firms in the international market
  • Understand why and how firms internationalize to foreign markets; including the motives, strategies, and objectives that firms have in relation to such a decision.
  • Demostrate knowledge about the core aspects of international product, place, and pricing strategies.
  • Be able to understand and discuss how the firm manages its brand in foreign markets.
  • Demonstrate an understanding of the effect on consumer choices of the country cue; hereunder, an understanding of both the performance-related and the bias-related aspects of this cue.
  • Understand the fundamentals of budgeting and planning when entering an international market
Examination
Interdisciplinary Case: Global Marketing Management:
Exam ECTS 15
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 5 pages
The assignment must be accompanied by a commentated bibliography, where the student adresses why the chosen litterature have been used.

The bibliography must consist of both books and articles/journals
Assignment type Essay
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student has not passed, the re-examination will be based on a re-submission of the original memo. The student may, however, choose to write a new memo within a specified time period.
Description of the exam procedure

The  exam is a 'Memo' of 5 pages. The memo is based on the material the student has produced throughout the course covering the course themes.

 
Course content, structure and pedagogical approach

As an interdisciplinary capstone course, the Global Marketing Management course provides students with thorough coverage of the elements involved in marketing products in a business reality where almost all firms compete on the international stage - either by going international themselves, or by competing with international firms in their domestic market. The course focuses on marketing theory in an international context. The course has a rather holistic aim and in part building on previous courses it covers topics at the consumer, firm and industry levels. The topics can be grouped into 6 broad clusters:

 

The international environment: Economic, political, and social

 

Culture: The nature of culture, cultural values, and culture and communication

 

Internationalization strategy: Growth strategy, entry motive, market selection, and market entry strategy

 

International product, place and pricing strategies: standardization/adaptation

 

Branding and promotion strategy: Brand image, country image, and country biases in products and services such as tourism

Planning: Budgeting, finance, and marketing plan
Description of the teaching methods
Teaching forms will include in-class lectures as well as class exercises and discussions, supplemented by blending learning. Students are expected to participate actively, especially during class discussions. Also the students will work continuously on creating the material for the exam during the course.
Feedback during the teaching period
The students will get feedback in class discussions, during and after the project. The course also relies on student to student feedback during the group discussions.
Student workload
Course activities (including preparation) 312 hours
Exam (including exam preparation) 100 hours
Expected literature

Main textbook:

Albaum, Duerr & Josiassen (2016). International Marketing and Export Marketing. 8th ed. Pearson Education.

 

Articles:

 

to be announced

 

Supplementary material:

Compendium of selected texts

 
Last updated on 24-03-2020