MF-401 International Marketing
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Ilan Alon
- Lecture Semester:
- Spring
- Teaching language:
- English.
- Duration:
- 1 term
The course is connected to the following study programs
- Master’s Programme in International Business
- Master's Programme in Accounting and Auditing
- Master's Programme in Business Administration
- Master's Programme in Business Administration (5 years)
Teaching language
English.Recommended prerequisites
Introductory course in Marketing or equivalent, or bachelor degree in business administration or equivalent.
Course contents
This course will cover global marketing theory, practice and cases. More specifically, topics will include global marketing environments, global marketing functions and strategies, the four Ps (product, price, placement and promotion) of global marketing, and new trends in global marketing. The course will discuss how specific international functions are carried out and how they impact the global marketing strategy of the firm, including: market research, international market selection, international market entry, and global segmentation, targeting and positioning. Finally, we will discuss how the 4Ps of marketing are applied in the global arena and discuss ethical implications of marketing decisions, including how marketing can contribute to the development of responsible consumption and production and ensure sustainable consumption and production patterns
Learning outcomes
On successful completion of this course the student should be able to:
-
Differentiate between domestic and international marketing
-
Review and apply relevant theories in marketing and international marketing
-
Present a marketing plan for an international company in a new market
-
Apply principles of international marketing to relevant cases
-
Develop innovative solutions to global marketing problems
Examination requirements
Student presentation of a midterm project. More information will be given in Canvas at the start of the semester.
Teaching methods
The course is designed to be interactive and requires reading of assigned materials in advance of class. The class will include chapter readings, formal lectures, case analyses, teamwork, multimedia presentations and a consulting project, giving the student experience in developing "real" international marketing strategies. Estimated workload is about 200 hours.
Evaluation
The study programme manager, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
3-hour examination based on lectures, readings and cases. Contributes 100 % to the final grade. Letter grades.
Reduction of Credits
This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:
| Course | Reduction of Credits |
|---|---|
| IN-4400 – International Marketing | 7.5 |