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2022/2023  BA-BINBO1160U  Principles of International Marketing

English Title
Principles of International Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory (also offered as elective)
Level Bachelor
Duration One Quarter
Start time of the course Third Quarter, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in International Business
Course coordinator
  • Edlira Shehu - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 11-02-2022

Relevant links

Learning objectives
After having attended the course, students should:
  • • have a clear understanding of the structure of theories and models regarding the international consumer markets, brands, marketing research and marketing mix;
  • • 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 analyze and explain firm strategies regarding branding, product policy, pricing, distribution and communication
  • be able to critically reflect the role of digitalization in international marketing, and explain possible opportunities of digitalization in marketing-related situations
Principles of 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 Report
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Spring and Summer
Make-up exam/re-exam Written sit-in exam
Assignment type: Case based assignment
Duration: 4 hours
Aids:Closed book: no aids
Course content, structure and pedagogical approach

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).

Description of the teaching methods
Simulation game and classes and exercises.
Feedback during the teaching period
1) Real-time quizzes (Kahoots) based on multiple choice questions, where the students receive immediate feedback;
2) Group-based online market simulation – here the students form groups and run 5 rounds of a simulation game of a company entering an international market. Each week, the teacher wraps up last week’s performance, and shows especially good/week aspects where the students need to focus upon in future rounds; 3) Peergrade-during the exercise classes, the students have 2 Peergrade cases, where they give and receive individual feedback. The teacher gives feedback to the participants (participation is not mandatory in order to pass the course) and comments top 5 rated assignments
Student workload
Exam 72 hours
Classes 28 hours
Preparation 92 hours
exercises 14 hours
Expected literature

Keegan, Warren and Mark Green (2013), Global Marketing, Pearson Education UK.


In addition, book chapters will be used from the following book:


Hollendsen, Svend (2017), Global Marketing, Pearson Education UK.


Stremersch, S. / Tellis, G.J. (2004), "Understanding and Managing International Growth of Products", International Journal of Research in Marketing, 21, 421-438.


Tellis, G.J. / Stremersch, S. / Yin, E. (2003), "The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness", Marketing Science, 22, 188-208.


Mintz et al. (2019), Managerial metric use in marketing decisions across 16 countries: A cultural perspective, Journal of International Business Studies, https:/​/​doi.org/​10.1057/​s41267-019-00259-z.


Roy et al. (2019), Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?, Journal of International Business Studies, 50, 295–317


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.

Last updated on 11-02-2022