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2024/2025  KAN-CCMVV2448U  Journey Through the World of International Marketing and Management Research

English Title
Journey Through the World of International Marketing and Management Research

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 150
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Constant Pieters - Department of Marketing (Marketing)
Main academic disciplines
  • Management
  • Marketing
  • Statistics and quantitative methods
Teaching methods
  • Blended learning
Last updated on 13-02-2024

Relevant links

Learning objectives
After successful completion of this course, students can:
  • Construct a conceptual model based on an international marketing and management case and identify potential endogeneity issues.
  • Select and motivate the choice of a quantitative research technique based on an international marketing and management research question.
  • Conduct and interpret text analysis in an international marketing and management context.
  • Develop and validate measures of international marketing and management constructs.
  • Report the findings of international marketing and management research in a way that conforms to contemporary scientific standards.
Course prerequisites
The course assumes basic statistical literacy (e.g., correlations, regression, statistical testing). Statistical analyses will focus on the “R” programming language, which is freely available and for which previous experience is a plus but not a requirement.
Journey Through the World of International Marketing and Management Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Written assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
If the student fails the ordinary exam the course coordinator chooses whether the student will have to hand in a revised product for the re-take or a new project.
Course content, structure and pedagogical approach

Understanding consumers and managers from different countries and cultures is crucial for successful marketing and management. It enables businesses to tailor their strategies to diverse consumer preferences, behaviors, and trends across different global markets. This course delves into the complexities of international marketing and management research, emphasizing the unique considerations and potential obstacles that businesses face when conducting quantitative research across different cultures and jurisdictions. The course is designed to equip students with a comprehensive understanding of cutting-edge quantitative research methodologies and hands-on experience in international data collection and analysis in the marketing and management domains.


The course takes students on a journey through several modules with advanced international marketing and management research topics. A first module focuses on conceptualization for international marketing and management research. The second module focuses on leveraging digital data. A third module follows up by discussing relevant topics when collecting new data based on self-reports. The course combines substantive theory with statistical techniques and applied insights. Thus, the course develops conceptualization skills and trains students in data collection, data management, data analysis, and applied insights; all in an international marketing and management context.


The course is highly interactive and hands-on, combining in-depth lectures (some of which might be pre-recorded) with practical exercises. The exercise classes involve hands-on applications, class discussions, and student presentations of cases and prepared assignments. The course encourages active involvement of Artificial Intelligence (AI) such as ChatGPT, for example for scale development or as a companion data analyst. Therein, it is important to instruct the AI to do certain analyses and to interpret its outcome for reliability, validity, ethicality, and suitability in an international marketing and management context. After successful completion of this course, students will be prepared to start an ambitious thesis project that applies quantitative research methods. Overall, this course trains a transferable skill set that is highly sought after by international companies.

Description of the teaching methods
The course consists of lectures (some of which might be pre-recorded) and exercise classes.
Feedback during the teaching period
The course provides continuous feedback through the activities in the lectures and exercise classes.
Student workload
Lectures and exercise classes 30 hours
Preparation and self-study 106 hours
Exam 70 hours
Further Information

Part of minor "International Marketing and Management".

Expected literature

All course literature is freely available through CBS library.


Chapman, Chris and Elea McDonnell Feit (2019), R for Marketing Research and Analytics (2nd ed.). Cham: Springer International Publishing.


Zaefarian, Ghasem, Vita Kadille, Stephan C. Henneberg, and Alexander Leischnig (2017), "Endogeneity Bias in Marketing Research: Problem, Causes and Remedies," Industrial Marketing Management, 65, 39-46.


Boegershausen, Johannes, Hannes Datta, Abhishek Borah, and Andrew T. Stephen (2022), "Fields of Gold: Scraping Web Data for Marketing Insights," Journal of Marketing, 86 (5), 1-20.


Hartmann, Jochen, Mark Heitmann, Christian Siebert, and Christina Schamp (2023), "More Than a Feeling: Accuracy and Application of Sentiment Analysis," International Journal of Research in Marketing, 40 (1), 75-87.


Churchill, Gilbert A. (1979), "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, 16 (1), 64-73.


Peter, J. Paul (1981), "Construct Validity: A Review of Basic Issues and Marketing Practices," Journal of Marketing Research, 18 (2), 133-45.


Additional readings might be announced while the course progresses.

Last updated on 13-02-2024