SFB11514 International Marketing (Autumn 2022)

Compulsory for students on

• the Business Administration Programme specializing in International Business

Optional for students on

• Bachelor in International Communication

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
• Skills in academic writing and content marketing report

Other topics are:

• International competitiveness and the 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 although with a certain focus on the European countries as the main market region for Norwegian Companies.

• The course introduces the terms and conditions affecting business operations of international companies.
• Students will understand and be able to use the marketing management process directed at international markets.
• They will further be able to develop intercultural awareness and insight into adaptation to international markets.
• The cource introduces both the issues in academic writing and reports in content marketing reports. The students will understand and be able to use academic structure in their written papaers and the structure their paapers as a report in content marketing.
• The students will have a focus on the research projects. They will present their projects both in written form and in an oral form durig the research seminar.
• Finally it will give students practice in accomplishing concrete decision-making tasks and solving problems in international strategic marketing planning, content marketing reports based on case studies and experiences in academic writhing

A 48-hour written individual home examination.

The assignment must be written in English - the answer must be a minimum of 2000 words and a maximum of 2600 words, +/- 10%.

All aids, except real time-communication and collaboration between the candidates, are allowed.

Grades: A-F.

To improve the course, we need the evaluations from the students. The course is evaluated once each semester.

The evaluations from the students are treated by the staff and the committee for programme quality. 

New updated reading list will be published in Leganto. (link will be published here)

The reading list below is from the last time the course was completed - and is not necessarily valid for the upcoming semester:

The readinglist was last updated 25.02.2018.

Hollensen, Svend (2017 or later ed). Global marketing. 7th ed. Pearson. 825 pages.

Other recommended readings: Keegan, Warren J.; Green, Mark C. (2017 or later ed.). Global marketing. 9th ed. Pearson. 624 pages.

Kotler, Philip; Armstrong, Gary (2016). Principles of marketing. 16th ed. Pearson. 736 pages.

Kotler, Philip; Keller, Kevin Lane (2016). Markedsføringsledelse. Gyldendal Akademisk. 982 pages.

Cateora, Philip R.; Graham, John; Gilly, Mary C. (2016 or later ed.): International Marketing. 17th ed. McGraw Hill Education. 704 p.