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1 a) Module |
International marketing and strategy |
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b) Code |
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c) Semester |
Spring 2007 |
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d) ACTS credits |
10 |
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2 Purpose |
To develop knowledge necessary for companies who act, or is about to act, in foreign markets. The course focuses on understanding of strategic conditions as well as competencies in carrying out crucial activities. Opportunities are given to improve the ability to understand global marketing as a dynamic field, regional resources and international partnerships, and to deal with relevant marketing issues facing smaller, regional companies. |
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3 Prerequisites |
Required is the Introductory course in marketing (5/10 ECTS) or Marketing, service and quality (20 ECTS). Desirable is Marketing, service and quality (20 ECTS) and International consumer behaviour and marketing communication (10 ECTS). |
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4 a) Contents |
· Globalisation and drivers of globalisation
· The global environment: International markets & culture
· The regional platform and co-operative milieu
· Regional firm resource advantages
· Export, entry strategy, and strategic alliances
· International and cultural impact on the marketing mix
· Intercultural communication and learning |
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b) Teaching language |
English (Norwegian if no foreign students). All presentations and written term papers should be in English. |
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5 Design |
Weekly lectures, meetings/discussion forums |
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6 Form |
Lectures, discussions, self-study of literature, case-work, group and web-site cooperation |
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7 Formative evaluation |
Guidance and feedback to two obligatory term papers. One must be approved in order to have access to the final exam, the other is part of the exam. Both papers should be presented to the class and discussed. |
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8 Summative evaluation |
Group case term paper, counts 40%.
Individual written 4 hour exam, without any aids, counts 60%. |
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9 Marks |
A-F. A is the best mark, E the lowest mark for a pass. F is fail. |
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10 Literature |
- Book in Global/International Marketing (decided in November)
- Collection(s) of articles, available by start of the term |
