SFB11514 International Marketing (Autumn 2017)

The course is connected to the following study programs

Compulsory for students on the Business Administration Programme, specialising in International Communication or International Business.

Optional for students on the Business Administration Programme, specialising in Project Management and Corporate Consultancy.

One of two optional courses for students on the Business Administration Programme, specializing in Economic Analysis.

Optional for students on
• the Business Administration Programme
• the Bachelor’s programme in International Communication

Prerequisites

The course is based on

• Marketing and Business Strategy (10 ECTS)
• Introduction to Marketing (10 ECTS), or the equivalent.

Lecture Semester

• Bachelor in Business Administration with specialisation in International Communication or International Business or Project Management and Corporate Consultancy: 5th semester (autumn)
• Bachelor in Business Administration with specialisation in Economic Analysis: 5th semester (autumn)
• Bachelor in Business Administration, other students: 3rd or 5th semester (autumn)
• Bachelor in International Communication: 5th semester (autumn)

The student's learning outcomes after completing the course

The course gives an introduction to 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. Finally it will 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 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.

Forms of teaching and learning

Lectures, group work, tutorials. The course is taught in English.

Workload

The course will give the student approximately 280 hours of work.

Coursework requirements - conditions for taking the exam

Two group assignments must be submitted and approved before signing up for the final exam.

Examination

A 4-hour written individual examination.

The examination may be written in English or Norwegian.
Aids permitted: Mother tongue-English-mother tongue dictionary.
Grades: A-F.
The mark can be appealed.

Course evaluation

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 and internationalization.

Literature

The readinglist was last updated 08.12.2015.

Hollensen, Svend (2013 or later ed). Global marketing . 6th ed. Financial Times Prentice Hall. 840 pages.