SFB11507 Internasjonal markedsføring (Høst 2013)

Emnet er tilknyttet følgende studieprogram

• Compulsory for students on the International Business Programme.
• Compulsory for students on the Business Administration Programme, specialising in International Communication or International Business.
• Optional for students on the Business Administration Programme
• Optional for students on the Bachelor programme in International Communication

Forkunnskapskrav utover opptakskrav

The course is based on

• SFB10502 Marketing and Business Strategy (10 ECTS)
• SFBE51107 Introduction to Marketing (10 ECTS), or the equivalent.

Undervisningssemester

• Bachelor in International Business Programme: autumn
• Bachelor in Business Administration with specialisation in International Communication or International Business: 5th semester (autumn)
• Bachelor in Business Administration, other students: 3rd or 5th semester (autumn)
• Bachelor in International Communication: 5th semester (autumn)

Studentens læringsutbytte etter bestått emne

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.

Innhold

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.

Undervisnings- og læringsformer

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

Arbeidsomfang

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

Arbeidskrav - vilkår for å avlegge eksamen

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

Eksamen

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.

Evaluering av emnet

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

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

Litteratur

The readinglist was last updated 15 Jun 2011

Hollensen, Svend (2011 ). Global marketing . 5th ed. Financial Times Prentice Hall . 808 pages.