2025/2026 BA-BISHO1004U Principles of International Marketing
English Title | |
Principles of International Marketing |
Course information |
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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
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Course coordinator | |
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Main academic disciplines | |
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Teaching methods | |
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Last updated on 22/05/2025 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||
After having attended the course, students
should:
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Examination | ||||||||||||||||||||||||||
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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 |
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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
Research-like activities
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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 | ||||||||||||||||||||||||||
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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
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