International Marketing (5 cr)

Evaluation scale

H-5

Content scheduling

Chapter 1 : Course introduction, group formation
Trends in International business: FDI flow, globalization, the LSEs and SMEs
Chapter 3 : Internationalization theories
Chapter 4 : Assessing firm’s international competitiveness
Chapter 5 : Global Market Research (all group session)
Chapter 8 : The international market selection process (Case Nano)
Chapter 10 :Export modes and Intermediate Entry Modes
Product showcase (Week 46) : all group session, portfolio presentation and feedback

Objective

The student is able to

- Assess new possibilities for expanding the business operations
- Differentiate between various market entry strategies.
- Acquire, organize and analyze data to make justified market entry strategy decisions
- Plan and implement marketing operations

Content

- market analysis and making decision on which markets to enter
- market entry strategies and the models of implementing them
- marketing approaches for today’s digitalized business environments
- marketing research and designing international marketing programme

Materials

Will be available in Itslearning
Gerald Albaum., E. D., 2011. International Marketing and Export Management. Seventh ed. Essex: Pearson Education.
Hollensen, S., 2016. Global Marketing. Seventh. ed. London: Pearson Education.
James X. Zhan, R. B., 2015. world Investment Report, Geneva: United Nations Publication.

Teaching methods

The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

International connections

Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Student workload

15 Hours (Online small team and all team meetings)
70 hours: (Reading course materials and application of Internationalization marketing frameworks)
25 hours: (group assignment research and writing)
10 hours: (case study preparations)

Further information

All the components (individual assignments, peer reviews…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
2 Group discussions: 4 points maximum
3 Pair assignments: 6 points
1 Individual assignments: 2 points maximum
Pair presentation: 1 point
Attendance: 1 point
The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)
The two individual assignments and the team assignment are compulsory to do to be able to pass the course. Missing an impromptu test or a peer review is not disqualifying, it only affects negatively the final grade.