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2023/2024  KAN-CKOMV1503U  International Markets and Consumers

English Title
International Markets and Consumers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 45
Study board
Study Board for BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Alex Klinge
    Jacob Holm - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • CSR and sustainability
  • Leadership
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 29-06-2023

Relevant links

Learning objectives
Through theory and case discussions, we will develop the student’s ability to evaluate different approaches to strategy, markets and consumers which is a nessesity for companies when planning in theory and practice.
International Markets and Consumers:
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 Written assignment
Release of assignment Subject chosen by students themselves, see guidelines if any
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
You need to choose a new topic and a new case for the re-exam. An update of the ordinary exam assignment will not be accepted.
Description of the exam procedure

The exam paper is a 10-page synopsis. The student chooses the subject for the assignment and the empirical case that needs to be included in the assignment

Course content, structure and pedagogical approach

The purpose of this course is to give the student an insight into the marketing strategy and dealing with international markets and customers. Student will be trained to explain the activities and processes that are necessary to fulfill an effective marketing strategy in a international perspective. After the course the student should  be able to analyze the organization’s environment, the market situation, competences, customers and resources as a part of the strategic marketing planning.

Description of the teaching methods
The course will be a combination lectures, cases, and an online marketing game (MyMarketingExperience).
The Lectures will be followed by a case class where we will work with the subject that was discussed in the weeks lecture. We will use cases from INSEAD and Harvard Business School and work with realistic empirical cases so that we get the chance to discuss the theory and apply it to realistic case.
We will also include an online marketing strategy game – MyMarketingExperience. Here you will be challenged in a fictive setup and required to take strategic and operational decisions. You will work in groups and play against other groups to see who the best is to solve the challenges. The game is very instructive and will help the students to get an overview of the theory and the game will challenge your ability to perform as a marketing manager
Feedback during the teaching period
Through the case discussions at the game will have a great opportunity to give feedback during the course. Especially in the game you will get direct feedback on your strategic and operational decisions.
Student workload
Lectures 20 hours
Case class 14 hours
MyMarketingExperience 6 hours
Preparation and exam 166 hours
Total 206 hours
Expected literature
  • Hooley, G; Piercy, N.F. & Nicoulaud (2012) Marketing & Competitive Positioning. Seventh edition.
  • Blue Ocean Strategy - Harward Business Review
  • Cases:
    • Harley Davidson: K5-113-010
    • Ford Ka: 599-038-1
    • Cirque du Soleil – Even a clown can do it: 302-058-1
    • McDonald’s: 9-508-02
  • MyMarketingExperiece interactive game - Pearson
Last updated on 29-06-2023