Prerequisites
5203 Marketing and 5205 Business Strategy
Course Objectives
The course will provide students with an introduction to international marketing. The emphasis will be on small and medium-sized enterprises. This course will illustrate the interrelation existing with the other courses of the programme.
Course Description
1. Framework conditions of the export market: economic, demographic, geographic, political, legal, technological, social and cultural.
2. Internationalisation as part of a company’s long-term strategy. Choice of instruments. success criteria.
3. International marketing: planning and analysis, networks, establishment of activities abroad, choice of entry strategies and distribution channels, forms of co-operation, organisation and negotiations
4. Internationalisation and ethics, international brand-building and the internationalisation of services
5. Practical examples of internationalisation: study trips, company visits and guest lecturers
Learning Methods
6-8 hours of lectures per week during the autumn semester.
Assessment Methods
During the course of the semester the students will be required to carry out a minor project or case-study. The students may choose the theme of the work, or it may be decided by the course instructor. The work will be done in groups, but the course instructor may also approve individually submitted work. The work must be documented in written form and presented orally. The student may be questioned in the oral presentation. Students will sit a written final examination without examination aids, 5 hours. Each part of the assessment counts for 50% of the final grade. Students must receive passing marks in both parts of the assessment.