English   Danish

2025/2026  BA-BINBO1160U  Principles of International Marketing

English Title
Principles of International Marketing

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory (also offered as elective)
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 Global Relations
Course coordinator
  • Alexander Josiassen - Department of Marketing (Marketing)
  • Florian Kock - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Globalisation and international business
  • Marketing
Teaching methods
  • Blended learning
Last updated on 19/05/2025

Relevant links
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors. The specific learning objectives of the course are the following:
  • Be able to describe and discuss, in your own words, the various concepts, theories and models in international marketing
  • Be able to present a clear and coherent argument for your choice of relevant theories and models
  • Be able to apply the concepts, theories and models introduced in this course to identify, analyze and explain challenges, company decisions and strategies, as well as consumer behavior in international marketing
  • Be able to critically assess the value and relevance of models, concepts and theories presented throughout the course
  • Be able to identify and discuss practical implications and limitations of applying specific theories, models, and concepts from the course
  • To follow academic conventions relevant in sociel sciences in the written presentation
Examination
Principles of International Marketing:
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 Report
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Spring and Summer
Make-up exam/re-exam Written sit-in exam
Assignment type: Case based assignment
Duration: 4 hours
Aids:Closed book: no aids
Course content, structure and pedagogical approach

This is the core marketing class in the BSc IB programme. The course gives an overview of the marketing activities of companies operating in international markets. The course will cover a broad range of areas within the realm of international marketing, such as consumers' attitudes and emotions, role of culture, market segmentation and selection, marketing research, global product and brand management, images and biases in international marketing, marketing services and the experience economy.

 

The basic course goal is to provide a comprehensive and research-based overview of the basic principles of international marketing.

 

The course is structured as follows and makes use of the following pedagogical elements and activities.

 

- Lectures: Both face-to-face and online lectures during which key theories, models and opinions are introduced and discussed, supported by examples from actual companies operating in the global marketplace

 

- Exercises: The course content taught in the lectures is deepened and extended through exercises that take place once a week. These exercises allow students to learn working with and applying theories and concepts.

 

- Q&A: Students have the opportunity to send any content-related question to the teachers. These questions will be tackled and answered in a weekly Q&A session on Canvas.

 

- Workshop Sessions: This course makes use of two workshop sessions. Students are asked to prepare and submit an assignment, as well as provide feedback on two other assignments. The workshops use an online peer-review platform and serve as a direct preparation for the exam. During the workshop sessions, students will write, submit and provide feedback on an academic assignment. 

 

The course concludes with an exam preparation lecture during which students have another opportunity to ask questions and receive feedback.

Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
  • Methodology
  • Models
Research-like activities
  • Development of research questions
  • Analysis
  • Discussion, critical reflection, modelling
  • Peer review including Peer-to-peer
  • Students conduct independent research-like activities under supervision
Description of the teaching methods
- Face-to-face lectures
- Online lectures (self-paced)
- Weekly face-to- face hands-on exercises
- Weekly Q&A Sessions
- Two Online Workshop Sessions (self-paced)
Feedback during the teaching period
- Weekly Q&A Sessions (written feedback from the teachers)

- Two Workshop Sessions (individual feedback from other students, big-picture feedback from the teachers)

- Exam Preparation Lecture (face-to-face feedback from the teachers)

- Exercise Sessions (face-to-face feedback from the tutors)

- Specific Exam Q&A (written feedback from the teachers)

Student workload
Exam 72 hours
Classes 28 hours
Preparation 92 hours
Exercises 14 hours
Expected literature

The courses use the following book:

 

Albaum, G., Duerr, E., & Josiassen, A. (2016). International Marketing and
Export Management (8th Edition)

 

In addition, the course also uses a number of journal articles, such as:

 

Josiassen, A., Kock, F., Assaf, AG, & Berbekova, A. (2023). The role of affinity and animosity on solidarity with Ukraine and hospitality outcomes. Tourism Management , 96, 104712.

 

Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing , 75(2), 124-140

 

Kock, F., Josiassen, A., & Assaf, AG (2019). Toward a universal account of country-induced predispositions: integrative framework and measurement of country-of-origin images and country emotions.  Journal of International Marketing ,  27 (3), 43-59.

 

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology , 25(2), 200-218.

 

Steenkamp, ​​JB, Batra, R., & Alden, DL (2003). How perceived brand globalness creates brand value. Journal of International Business Studies , 34, 53-65.

 

The full list of literature will be announced in the Course Roadmap at the beginning of the course.

 
Last updated on 19/05/2025