Course descripttion
Course code and title: SFB11507 International Marketing.
ECTS credits: 10
Category: Compulsory for students on the Bachelor in International Business programme. Optional for other bachelor programme students.
Prerequisites: Based on SFB10502 Marketing and Business Strategy or the equivalent.
Semester: Autumn semester.
Objectives: The course gives an introduction to terms and conditions affecting business operations of international companies. It aims to make students understand and be able to use the marketing management process directed at international markets. It further aims to develop insights to intercultural awareness and adaptation to international markets. A third aim is to give students practice in accomplishing concrete decision making tasks and solving problems in international strategic marketing planning.
Content: The planning process in international marketing is central to the course: Analysis of market potential, choice of country and markets, choice of marketing strategy regarding geographical expansion, positioning and market entry, adaptation of product, price and communication mix to multinational environments. Other topics are: International competitiveness and internationalisation process. Distribution channels abroad. Mapping international environments. Cultural adaptation. E-marketing in the global market. Selected problems from export financing and export logistics. Export promotion policies.
A global market perspective is the point of departure, but with a certain focus on the European countries as the main market region for Norwegian companies.
Organisation and forms of teaching: Lectures, group work, tutorials. The course is taught in English.
Mandatory assignment: Two group assignments during the semester, approved by the course instructor, are prerequisites for the final individual examination.
Asessment: A 4-hour written individual examination. Aids allowed: Mother tongue – English – mother tongue dictionary. Grades: A-F.
Required reading: Bradley, Frank (2005). International marketing strategy. 5th ed. Harlow: FT Prentice Hall. 408 s.
Course lecturer: Ulf Ombustvedt