This is the core marketing class in the BSc IB program. The course gives an overview of the marketing activities of companies operating in global markets. The course will cover seven main themes - one for each lecture week - starting with the definition and relevance of internationalization, market selection and market entry strategies, the role of culture, branding, and global marketing mix activities (product, pricing, communication and distribution). In addition, we will discuss the influence of digitalization and the increasing relevance of corporate social responsibility. The basic course goal is therefore to provide a comprehensive overview of the basic principles of international marketing-related activities within firms. After the course, students should be able to apply methods for generating a marketing-mix plan for a company in an international market, and reflect on cost-related consequences of the suggested marketing mix program.

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
• the ability to assess advantages and disadvantages of various market entry strategies and market entry modes
• knowledge of global branding strategies in an international context
• knowledge of the role of marketing research as key support activities in an overall marketing program
• knowledge of global product policy, distribution and communication strategies
• marketing budget allocation and marketing planning
• knowledge of the role new technologies play in global marketing activities.

The course will cover the following main subject areas:

• What is global marketing?
• International market selection
• Market entry strategies’
• Global culture
• International market research and global market segmentation
• 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
• Competitive advantage
• Market entry modes, export behaviour and franchising
• The role of digitalization and corporate social responsibility

The above described course content directly supports the learning goals: 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).