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2026/2027  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 Digitalisation, Technology and Communication
Programme Master of Science in Business Administration and Organizational Communication
Course coordinator
  • Alexander Josiassen - Department of Marketing (Marketing)
Main academic disciplines
  • Globalisation and international business
  • Intercultural studies
  • Marketing
Teaching methods
  • Blended learning
Last updated on 25-02-2026

Relevant links
Learning objectives
This course develops students’ ability to apply strategic marketing to drive company growth and profitability in international and culturally diverse contexts. At the end of the course, students should be able to:
  • Explain and integrate key theories and models of cross-cultural consumer behavior and international marketing.
  • Analyze how cultural, institutional, and market-level differences influence consumer judgment, choice, and brand evaluations across countries.
  • Evaluate the role of country and place signals (e.g., country-of-origin, country image, place branding) in shaping consumer perceptions and competitive outcomes.
  • Apply consumer and market insights to segmentation, targeting, and positioning decisions in international contexts.
  • Critically assess marketing decisions across international markets based on consumer-level and cultural considerations.
Examination
International Markets and Consumers:
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 exam
Size of written product Max. 5 pages
Assignment type Synopsis
Release of assignment Subject chosen by students themselves, see guidelines if any
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 second 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 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 provide students with a solid understanding of how cultural, institutional, and consumer-level factors shape behavior across international markets. The course emphasizes cross-cultural consumer decision-making, country and market signals, and how firms translate these insights into effective international marketing strategies.

 

Students develop the analytical skills required to understand consumers across borders and to design competitive positioning strategies in culturally and institutionally diverse environments.

 

After the course the student should be able to analyze and work with:

  • Cultural and institutional differences and their implications for marketing decisions
  • Cross-cultural consumer behavior, including judgment, choice, and biases across markets
  • International market and competitive analysis under uncertainty
  • Segmentation, targeting, and positioning in culturally diverse markets
  • The role of country and place signals in consumer evaluation (e.g., country-of-origin, country image, place branding)
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
  • Models
Research-like activities
  • Analysis
  • Discussion, critical reflection, modelling
Description of the teaching methods
The course is delivered in a blended format combining in-person sessions and selected pre-recorded online lectures.

In-person sessions focus on discussion, analytical application, and the integration of key theories and frameworks in international strategic marketing. Pre-recorded lectures introduce core concepts and models and allow students to prepare in advance of class discussions.

Teaching activities may include structured analytical exercises and guided discussions designed to strengthen students’ ability to apply strategic marketing frameworks to complex managerial situations.

Active and constructive participation in class discussions and weekly readings is expected throughout the course.
Feedback during the teaching period
The students will receive feedback in class discussions and there is a continuous opportunity to ask questions and receive answers. The course also relies on student to student feedback during discussions as well as formalized Q&A sessions weekly.
Student workload
In class (blended) 34 hours
Preparation for class 122 hours
Exam 50 hours
Expected literature
  • Albaum, G., Duerr, E., & Josiassen, A. (2016). International Marketing and Export Management (8th Edition)
  • A selection of academic journal articles (available via Google Scholar or on Canvas)
Last updated on 25-02-2026