International Marketing (KFM003), 3 op

Basic information

Prerequisites

Marketing introductory course - planning and analysis

Course contents (core content level)

1- The Decision Process to Internationalize or Not
- The Firm & Internationalization
- Initiation of Internationalization
- Theories of Internationalization
- Development of International Competitiveness of the Firm
2- Country/Market Selection
- PESTLE Analysis Relevance
- International Country/Market Selection Process
3-Market Entry Strategies
- Approaches to the Choice
- Export Modes, Intermediate Entry, and Hierarchical Modes
- Global Commerce
4- Expansion Issues and International Marketing Mix Management
- Product, Pricing, Promotion, Distribution, Relationship Decisions
5- Rationalization & Globalization / Clustering and Standardization
- Logistics, and Developments of Global SCM, VI and Organization and Control of Global Programme - ERP

Course contents (additional)

International Management issues
- Cultural impacts on marketing and management endeavors
- International decision-making, leadership, teams, international business ethics input
- Strategy development and implementation
Examples of Big Mistakes in International Business

Core content level learning outcomes (knowledge and understanding)

Upon course completion the student will understand the phases, process, functions, objectives, elements (terminology, theory, strategies & tools), activities and issues of international marketing; will know the linkage of other relevant topics/fields of study such as international management and marketing research in an international context; will know about global marketing trends; be familiar with International supply-chain management, vertical integration, and enterprise resources planning; and will understand the project life cycle and the feasibility study.

Core content level learning outcomes (skills)

Upon course completion, the student will be able to communicate competently in the field of international marketing; will know how to develop an international marketing strategy and plan; be able to analyze global industries, markets, competitors; will have further development of personal transferable skills in terms of cross-cultural communication; and will be more effective in use of IT.

Recommended reading

Global Marketing: A European Perspective; Keegan &
Schlegelmilch (FT, Prentice Hall, 2001), or
International Marketing Strategy; Phillips & Doole &
Lowe (Routledge, 1994), or
Marketing Across Cultures; Usinier (FT, Prentice Hall, 3rd Ed.,
2001)

Teaching and learning strategies

Lectures & Presentations
Assignments
Exams

Teaching methods and student workload

Individual research, reading
Take-home exam
Lectures and assignments

Assessment weighting and grading

Assignments 50%
Exams 50%

Related competences of the degree programme

Competencies for society and organisations
International competencies
Communication and social competence
Personal development
Methodological competencies in business
Information acquisition skills and adaptation of new knowledge
Development competencies