International Business Case (EBM1002), 3 op

Basic information

Prerequisites

Introduction to Marketing

Course contents (core content level)

Situational analysis; case studies; different companies? marketing, management, and ethical behaviour; review and application in writing of terms, theory and tools learned in introductory course in marketing; cases from textbook used in introductory course; online options; material on how to analyze business cases and situations

Course contents (additional)

Experiential Marketing theory & cases project - teams present a part of this theory on how marketers connect their products to lifestyles through Think, Act, Relate, Feel, etc. campaigns; a critique of this approach (partly given in last semester?s introductory course); ethical considerations in business (theory, contemporary issues, cross-cultural perspectives); ethical analysis

Core content level learning outcomes (knowledge and understanding)

Upon course completion, the student will know how to assess situations; will understand how to apply marketing tools to organize & analyze key information; can better define opportunities & problems; identify & evaluate alternative courses of action; evaluate past deployed strategies and develop new ones; understand the decision making process, and understand the decision-making process in relation to Marketing Research; will understand the psychology of today?s advertising and the problems associated; and will know more about international corporate behaviour

Core content level learning outcomes (skills)

Upon course completion, the student will have problem solving skills; be able to write up a competent ?white paper? or case study; will have a more active marketing terminology lexicon (learned in Introduction to Marketing); will be more practiced in presentation, search-and-find online research, and language in general

Recommended reading

Principles of Marketing, Kotler, Prentice Hall, (same as last term)
Experiential Marketing, Bernd Schmitt (Free Press, 1999)
Global Marketing Management: Cases & Readings, 3rd Edition,
Buzzell, Quelch, Bartlett (Addison & Wesley, 1995)
Cases in European Marketing Management, Quelch, Kashani,
Vandermerwe (Irwin, 1994)
Applications in Human Resource Management, 2nd Edition,
Nikomo, Fottler, McAfee (PWS-Kent 1992)
International Marketing Strategy: Contemporary Readings,
Doole & Lowe (Thomson Business Press, 1997)
The Marketing Case Book: Cases & Concepts, Dibb & Simkin
(Routledge, 1994)
Cases in Marketing Management & Strategy: An Asia-Pacific
Perspective, Quelch, Siew, Swee, Chin (Prentice Hall, 1996)

Teaching and learning strategies

Lectures & Presentations
Review of cases, analysis material and tools
Team work

Teaching methods and student workload

Individual research, reading
Assignments and project
Lectures and presentations

Assessment weighting and grading

Assignments 35%
Case analyses 65%

Related competences of the degree programme

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