• 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.

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. 

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, 8^th 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.