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2023/2024  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 cand.merc. and GMA (CM)
Course coordinator
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
Main academic disciplines
  • Globalisation and international business
  • Marketing
Teaching methods
  • Blended learning
Last updated on 01-06-2023

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors. At the end of the course, using a specific case study student is expected to be able to:
  • Describe and critically analyze how companies can make their international marketing activities efficient and effective by integrating new technologies.
  • Define, understand, compare, and contrast relevant key terms, definitions, concepts, theories, and frameworks related to the process of firm internationalization.
  • Describe and critically analyze the impact of environmental factors on international marketing activities.
  • Identify international customers/consumers by conducting international marketing research and developing cross-border segmentation and positioning strategies.
  • 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.
  • Present arguments and critically reflect on the relevance of market entry strategies for a given case study
  • Apply and integrate relevant key terms, definitions, concepts, theories, and frameworks covered in the course by conducting an analysis of international marketing issues in relevant case studies and developing appropriate solution options based on multiple perspectives.
  • Synthesize and deduce new models that can be used to predict phenomena relevant to the study of International Marketing
  • Adhere to academic conventions in the written work.
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
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
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

In the last two decades, technologies have emerged that were originally intended to completely change the rules of marketing in the global environment. To date, these enthusiastic predictions have not come true. Thus, this course aims to provide students with a theoretical and practical understanding in the field of international marketing needed to grasp the role of technology in today's global landscape, and to raise students' awareness of the importance of viewing marketing strategies from a global perspective. The course begins by presenting traditional views of international marketing and examines the mechanisms of change. In doing so, we will examine the international similarities and differences in marketing functions as they relate to the cultural, economic, political, social, and physical dimensions of the environment. Students will learn how to conduct effective international marketing research to understand the needs and wants of consumers and customers internationally. Finally, course will allow to students to develop international marketing programs, from the establishment of objectives and organizational methods to the implementation of promotional, sales, pricing, and production activities. 

Description of the teaching methods
Blended learning means that part of the course is moved of the typical “lectures” to online classroom where students are offered with online materials, readings, quizzes, and exercises. Students are free to decide when they would like to access to online materials in accordance to their personal schedule. When you come to in-class hours 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 – so you will have required readings and tasks in advance of almost every session. 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 weekly task that is related to master assignment as preparation for each session. Students are also encouraged to think about issues they would like to discuss in class.

Teaching methods for the course include guest lecturers, real cases, role plays, lectures with in-class discussions, and small workshops. Students are expected to actively participate in all activities as this will help you perform better on the final exam.
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, weekly tasks and online quizzes. The final wrap-up lecture is used to recap the material, provide overarching feedback and invite detailed students' questions. In this final 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.
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 01-06-2023