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2024/2025  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 29-05-2024

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 Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance, see also the rules about examination forms in the programme regulations.
Individual or group exam Individual oral exam based on written group product
Number of people in the group 4-5
Size of written product Max. 20 pages
Assignment type Case based assignment
Release of assignment An assigned subject is released in class
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Spring and Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
If the student has participated in the written group project report for the ordinary exam, but did not attend the oral exam, the re-examination is conducted on the basis of the group project report that has already been handed in.
However, a copy of the project report for the ordinary exam MUST be handed in for the re-exam within a specified time.

If the student has participated in the written group project report for the ordinary exam, but not passed the oral exam, the re-exam is conducted on the basis of the group project report that has already been handed in. However, a copy of the project report for the ordinary exam MUST be handed in for the re-exam within a specified time.
.

If the student has not participated in the written group project report, the student may participate in the oral re-examination, if the student hands in an individual project report within a specified time.
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
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
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 29-05-2024