English   Danish

2023/2024  BA-BISHO1004U  Principles of International Marketing

English Title
Principles of International Marketing

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
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 Shipping and Trade
Course coordinator
  • Peren Ozturan - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 07-12-2023

Relevant links
Learning objectives
After having attended the course, students should:
  • • • Have a clear understanding of globalization - anti-globalization movements, global marketing strategy, and global firms,
  • • • Learn online and offline data sources and how to access and use them for improving global marketing decision making,
  • • Assess the market size and market potential for products and services in foreign markets, countries, and regions,
  • • • Critically assess, analyze, and design international marketing strategies including the choice of entry mode and the development of the marketing mix for companies at different stages of internationalization,
  • • Adopt the mindset of a global marketing manager and generate relevant managerial solutions while solving concrete case studies
Examination
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
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
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 International Shipping and Trade program. The course gives an overview of the marketing activities of companies operating in global markets. The course covers five main themes over seven weeks: 1. deciding whether to internationalize, 2. deciding which markets to enter, 3. market entry strategies, 4. designing a global marketing programme, and 5. implementing and evaluating the global marketing programme. In addition, we discuss the influence of digitalization and the increasing relevance of corporate social responsibility. The primary goal of the course is thereby to provide a comprehensive overview of the basic principles of international marketing-related activities within a firm. After the course, students should be able to apply methods for generating a marketing plan for a company in an international market and reflect on performance outcomes of the suggested marketing program.

 

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
Description of the teaching methods
The course is based on face-to-face lectures, online Q&A sessions, and online group project meetings. During the Q&A sessions, students ask questions about the lecture content, solve and discuss short case studies, and get the possibility to give and receive individual feedback to/from their peers and the lecturer. The group project serves as an exercise for the individual final exam in that the exam follows similar steps which are employed in the group project deliverables on a real-life case of student’s choice. Participation in the group project sessions is mandatory for the learning experience yet not a pre-requisite to pass the course. All groups prepare a final presentation and the top performing teams selected based on peer and lecturer review present their work in the last plenary session.
Feedback during the teaching period
1) Real-time quizzes during lectures based on multiple choice questions and in-class exercises with open-ended questions during Q&A sessions enable immediate individual feedback; 2) Group-project on a real-life case where the students form groups, work on three rounds of deliverables and a final presentation for the company’s global marketing conduct enable group feedback. After each deliverable submission, the lecturer shares the deliverable’s assessment and identifies strong/weak aspects where the students need to focus on in future deliverables and the final exam.
Student workload
Exam 72 hours
Classes 28 hours
Preparation 92 hours
exercises 14 hours
Expected literature

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

Özturan, Peren (2023) “Global and Local Brands: Distinguishing Perceptions from Origin,” The Dokuz Eylül University Faculty of Business Journal, 24 (1), 47-77.

Özturan, Peren and Amir Grinstein (2022), “Impact of Global Brand CMOs’ CSR and Socio‐Political Activism Communication on Twitter,” Journal of International Marketing, 30(3), 72-82.

Additional sources:

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

 

Other materials including research articles, case studies, videos, news pieces will be available in Canvas


 
Last updated on 07-12-2023