2024/2025 BA-BISHO1004U Principles of International Marketing
English Title | |
Principles of International Marketing |
Course information |
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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
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Course coordinator | |
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Teaching methods | |
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Last updated on 29-05-2024 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||
After having attended the course, students
should:
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Examination | ||||||||||||||||||||||||||
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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 |
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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 a prerequisite for participating in the final individual oral exam. . Participation in the group project supervision meetings and delivering a final presentation are mandatory for the learning experience yet not a pre-requisite to get a grade for the group project report. 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, in-class exercises with open-ended questions during Q&A sessions, and the final individual oral exam 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 and group project report 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 | ||||||||||||||||||||||||||
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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 |