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2025/2026  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 Global Relations
Course coordinator
  • Peren Ozturan - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 22/05/2025

Relevant links
Learning objectives
After having attended the course, students should:
  • Critically evaluate globalization and anti-globalization movements, assessing their impact on international marketing strategies.
  • Identify and apply online and offline data sources, including AI-driven tools , to support informed decision-making in global marketing.
  • Assess market potential for products and services in diverse international contexts, with attention to ethical and sustainable considerations.
  • Design and evaluate international marketing strategies, including entry modes and marketing mix elements, tailored to different stages of internationalization.
  • Adopt the mindset of a global marketing manager to propose innovative and responsible solutions, demonstrating critical thinking and ethical awareness in case analyses.
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.
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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
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
  • Teacher’s own research
  • Methodology
Research-like activities
  • Development of research questions
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
  • Peer review including Peer-to-peer
Description of the teaching methods
The course consists of face-to-face and online lectures, Q&A sessions, and group project supervision meetings. During Q&A sessions, students engage with short case studies, ask questions about lecture content, and participate in peer feedback exchanges. The group project supports the final individual oral exam. Participation in supervision meetings and delivering a final presentation significantly enhances the learning experience, although they are not prerequisites for grading.
Feedback during the teaching period
Individual feedback is delivered through real-time quizzes and exercises during lectures and Q&A sessions. The project supervision includes two rounds of deliverables, followed by feedback from the instructor and peers, constituting group feedback. Detailed guidance highlights strengths and areas for improvement aim to help students prepare for the final oral 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.

Strobl, Andreas, Anabel Fernández-Mesa, Ivan Miroshnychenko, Peren Özturan, and Paweł Korzynski (2025), “Publishing Quantitative Research in EMJ: Some Editorial Guidelines and Recommendations,” European Management Journal (AJG 2), 43(1): 2-9.

Özturan, Peren, Barbara Deleersnyder, and  Ayşegül Özsomer (2024), “Brand Advertising Competition Across Economic Cycles,” International Journal of Research in Marketing (AJG 4), 41, 325-343.

Özturan, Peren and Amir Grinstein (2022), “Impact of Global Brand CMOs’ CSR and Socio‐Political Activism Communication on Twitter,” Journal of International Marketing (AJG 3), 30(3), 72-82.

Özturan, Peren and Amir Grinstein (2022), “Can the Marketing Function Benefit from Socially Responsible Marketing? The Role of Legitimacy and Customers’ Interest in Social Responsibility,” European Journal of Marketing (AJG 3), 56(2), 400-441.

Eelen, Jiska, Peren Özturan, and Peeter W. J. Verlegh (2017), “The Differential Impact of Brand Loyalty on Traditional and Online Word of Mouth: The Moderating Roles of Self-Brand Connection and the Desire to Help the Brand,” International Journal of Research in Marketing (AJG 4), 34(4), 872-891.

Özturan, Peren, Ayşegül Özsomer, and Rik Pieters (2014), “The Role of Market Orientation in Advertising Spending during Economic Collapse: The Case of Turkey in 2001,” Journal of Marketing Research (FT50; AJG 4*), 51(2), 139-152.

 

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 22/05/2025