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2024/2025  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
  • Tilde Heding - Department of Marketing (Marketing)
Main academic disciplines
  • CSR and sustainability
  • Leadership
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 25-01-2024

Relevant links

Learning objectives
This course develops students’ ability to define and develop the relevance of strategic marketing in order to drive company growth and profitability. At the end of the course, students should be able to:
  • • Describe, classify, structure and combine the subject's concepts, theories, methods and models
  • • Identify relevant marketing challenges identified and developed from business problems
  • • Analyze and synthesize concrete marketing problems by applying the subject's concepts, theories, methods and models
  • • Assess and communicate the solution to specific marketing problems independently and on a reflected scientific basis
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 Written product to be submitted on specified date and time.
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. The student will be trained to explain the activities and processes that are necessary to fulfill an effective marketing strategy in an international perspective. 

After the course the student should be able to analyze the organization’s:


  • environment
  • the market situation
  • competences, customers
  • brand 
  • internal resources


Furthermore, we will relate the above subjects to:

  • marketing planning
  • international markets
  • ethical marketing considerations 


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 of the week. We will use cases from INSEAD and Harvard Business School to strengthen the application of theoretical concepts and frameworks to real-life situations.
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
Feedback will be given throughout the sessions through dialogue in lectures, case discussions and online elements (such as quizzes). 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 (2020) Marketing & Competitive Positioning. Seventh edition.
  • A selection of academic articles and cases (will be posted on Canvas)
  • MyMarketingExperiece interactive game – Pearson
  • A selection of academic journal articles (available on Canvas)
Last updated on 25-01-2024