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Entry requirements: The equivalent of English B and 60 credits in Business Administration, Familiarity with Kotler's work on the principles of marketing.

Selection: On the basis of previous university credits. Max. 165 credits may be taken into account.

This course is only open for exchange students.

Information about application for exchange students

  • AS17 week 35-39, fulltime100%, day. Only for exchange students.
  • SS18 week 03-07, fulltime100%, day. Only for exchange students.

International Marketing Strategy

Course 7.5 credits

Marketing is a challenging and important part of business. Rapid changes in Internet opportunities and in consumer tastes, intense global competition, privatised and deregulated industries, accelerated technologies and maturing markets create threats as well as opportunities for profit and non-profit organisations. Marketing plays a major role in determining an organisation’s response to a rapidly changing environment. Sophisticated marketing has become a dominant feature of dynamic companies in the 21st century. This course examines marketing opportunities, problems, strategies and business development models appropriate for international companies. The course is divided into four parts, each corresponding to an essential function of international marketing. On completion of the course, the student is able to: 1) describe the essential differences between local, regional and global marketing and explain the conditions in which each is preferable 2) analyse relationships and recommend appropriate action for the major functions of product development, research and development, and production, including sourcing, on the one side, and marketing on the other 3) describe, explain and prescribe marketing tools, ‘fads’ and frameworks in various marketing situations 4) recommend procedures, including benefit cases and cost estimates. The course is assessed by a short essay, two case studies and a final written examination.


The information below comes from the syllabus and is valid from: spring semester 2013

Course design

The core topics of the course are covered in lectures and seminars. The lecures are used to cover the basic concepts, frameworks and ideas of the course, while the seminars provide students with the opportunity to apply the course concepts to real world situations, mostly through case study discussion.

Effective marketers are required not only to master the key tools and techniques of the discipline, but also to demonstrate strong analytical, creative, and communication skills, and the ability to work as part of a team. The learning experience offered by this course, therefore, includes group projects, case studies, class discussions, presentations and business writing. Students are expected to take an active part in lectures, seminars and in the case studies presented.

Learning outcomes

The primary objective of this course is to expose student to issues in international marketing.

On completion of the course, students are able to

  • identify the principles of marketing and explain the impact these have on the global economic, social/cultural, legal/political and regulatory environment
  • identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation and targeting techniques
  • describe strategic elements involved in creating a competitive advantage in the global market place
  • identify the steps involved in building and evaluating a global marketing strategy for a firm
  • design and implement marketing strategies in a global environment
  • select, research and enter a new international market
  • prepare an international marketing plan
  • access and effectively utilize sources of data and information necessary to complete industry and company analyses
  • understand the key differences between domestic and global marketing
  • apply personal and interpersonal skills appropriate to being an effective member of an international team.

Examination

Attendance at seminars and case presentations is required to pass this course. There is a written examination.

The following grading system is used:

Pass with distinction (Väl Godkänd, VG, 75% or more)
Pass (Godkänd, G, 50% ore more)
Fail (Underkänd, U, less than 50%)

For exchange students the ECTS grading scale is used upon request.

The examination consists of three parts:

A. a written group project report;
B. an oral presentation of the group project;
C. a written individual examination.

Complementary work on term papers and other compulsory tasks must be completed two weeks after the final date of the course, at the latest.

Students who do not pass at the time of the normal written examination are offered an opportunity to resit the examination. Beyond that, additional opportunities normally arise every academic year one week prior to the start of the autumn semester.

When a student has failed an examination on two occasions, he or she has the right to request that another teacher marks the examination. A written request must be handed to the director of studies no later than two weeks before the next examination opportunity.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

Grading criteria will be distributed at course/module start.

Syllabus valid from spring semester 2013

The above information and syllabus are based on the most recently validated decision. Any previous versions are available here.

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