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2026/2027  BA-BISHO1004U  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
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Global Relations
Programme Bachelor of Science (BSc) in International Shipping and Trade
Course coordinator
  • Felix Eggers - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
  • Statistics and quantitative methods
Teaching methods
  • Blended learning
Last updated on 30-06-2026

Relevant links
Learning objectives
After having attended the course, students should:
  • Explain and critically discuss core principles of international marketing in B2B shipping and trade
  • Identify and apply relevant data sources and analytical tools to support informed marketing decisions
  • Assess international market opportunities, customer segments, and customer value in a global shipping context
  • Analyze how decision processes, pricing, and relationship management affect demand and value capture
  • Interpret company communication and stakeholder-related signals as part of a broader market analysis
  • Design and evaluate an analytically informed international marketing recommendation for a shipping or logistics firm
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 1) did not attend the oral exam or 2) did not pass 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 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 course in the BSc in International Shipping and Trade. The course introduces students to the principles of international marketing through the context of global B2B shipping and trade. The course presents marketing as the managerial process of understanding markets and customers, creating value for customers and stakeholders, and capturing value for the firm through commercial decisions. Across the course, students move from market-level questions to customer-level and decision-level questions. They examine why firms internationalize, how attractive markets can be identified, how customers differ in value, how customer relationships can be prioritized, how demand is shaped by decision processes, and how firms can capture value through pricing, account management, and related commercial actions. Core topics include market selection, entry forms, B2B segmentation, key account management, customer lifetime value, customer portfolios, network value, decision theory, pricing and willingness to pay, and the analysis of market signals through company texts and ESG-related communication.

 

The course combines core ideas and theories from international marketing with hands-on analytical application in a shipping context. Throughout the course, students work with a case problem and linked datasets in exercises. In this way, the course connects marketing theory to analytically grounded and professionally relevant decision-making in shipping and trade.
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, exercises, and group project supervision meetings. During exercises, students engage with short case studies, can 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 presenting their work 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, exercises, and Q&A sessions. The project supervision includes two rounds of deliverables, followed by feedback from the instructor and peers. Feedback highlights strengths and areas for improvement, aiming to help students prepare for the final oral exam.
Student workload
Exam 72 hours
Classes 25 hours
Preparation 89 hours
Exercises 20 hours
Expected literature

Hollensen, S. and Bogdanovic, A. (2025) Global Marketing. 9th ed. Harlow: Pearson.

 

Selected chapters from: Homburg, C., Klarmann, M., & Vomberg, A. (Eds.). (2022). Handbook of market research (pp. 9-5). Cham: Springer.

 

Other materials including research articles, case studies, videos, news pieces will be made available in Canvas.

 
Last updated on 30-06-2026