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2021/2022  KAN-CIMMO1069U  International Marketing

English Title
International Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
Main academic disciplines
  • Globalisation and international business
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 18-06-2021

Relevant links

Learning objectives
  • 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 and critically reflect on the relevance of the selected models, concepts and theories of international marketing for product, pricing, distribution and communication decisions.
  • Follow academic conventions in their written assignment.
International Marketing:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

The course in International Marketing aims to provide students with a theoretical and practical understanding in the field of international marketing. In the last two decades, technologies that have emerged, were supposed to completely change the rules for international marketing. Howevere, 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.


The course seeks to provide an overview of key concepts and analytical techniques of international marketing and illustrate its role in the global economy. Being designed for students with prior knowledge of marketing principles, the course also highlights some research contributions in international marketing. 

Description of the teaching methods
Teaching is a combination of in-class and online sessions. Part of the course is moved to online classroom where students are offered with online materials, readings, quizzes, video lectures and exercises. Students are free to decide when they would like to access to online materials in accordance to their personal schedule. When students come to in-class sessions we will focus on active learning.

Active learning leverages discussions, small group activities, games, and assignments to achieve learning objectives. Active learning approach only can work if students come to class prepared. Therefore, before each session, students are asked to do preparations (about 15 hours) which means to read assigned readings, to prepare key ideas about how to apply theories to practical case studies and do exam exercise task as preparation for each session. Students are also encouraged to think about questions they want to discuss in the classroom. Students will be working with assigned case throughout the course.

The course teaching methods includes industry guest lecturers, real cases, role-plays, lectures with in-class discussions and small workshops.
Feedback during the teaching period
The design of the course follows a proactive feedback philosophy by ex-ante mirroring the exam assignment. Students are repeatedly exposed to learning objectives, exam assignment sub-tasks, online quizzes and situations during role plays and lectures. In the exam preparation session, students are debriefed and encouraged to ask for detailed feedback on their own performance. Hence, they have opportunities for reinforced learning based on exam-relevant tasks and feedback all along the course, and well before they enter the actual exam. The final wrap-up lecture is used to recap material, provide overarching feedback and invite detailed students' questions.
Student workload
Teaching 33 hours
Preparation 101 hours
Exam 72 hours
Expected literature

Indicative literature:


Reading is an essential part of the course which, for maximum benefit, should be done prior to attending the relevant session. The selected chapters will be advised to read from textbook: Hollensen S. (2020): Global Marketing, 8th edition, Prentice Hall. In addition, a list of selected compulsory readings (which are all examinable) with accompanying additional readings, can be found on the Course Canvas page. 

Last updated on 18-06-2021