International Marketing (EBM2001), 5 op

Basic information

Prerequisites

Introduction to Marketing

Course contents (core content level)

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

Course contents (additional)

International Management issues (cultural impacts on marketing and management endeavors, international decision-making, leadership, teams, international business ethics issues, 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
Project
Exams

Teaching methods and student workload

Individual research, reading
Assignments and project
Exam
Lectures and presentations

Assessment weighting and grading

Assignments & Exam (65%)
Group Project Marketing Plan and Presentation (35%)

Related competences of the degree programme

Product development and project skills
International and intercultural skills
International competencies
Application of business skills
Communication and social competence
Personal development
Communication and interpersonal skills
Information acquisition skills and adaptation of new knowledge
Development competencies
Methodological competencies in business