SFB11507 International Marketing (Autumn 2010)

The course is connected to the following study programs

Compulsory for students on the Bachelor in International Business programme.

Optional for students on other bachelor programmes.

Prerequisites

The course is based on SFB10502 Marketing and Business Strategy, or the equivalent.

Lecture Semester

Autumn 2010

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.

Practical training/internship

None

Coursework requirements - conditions for taking the exam

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

Examination

A 4-hour written individual examination. Aids permitted: Mother tongue-English-mother tongue dictionary. Grades: A-F.

Literature

Hollensen, Svend (2010). International marketing. 5th ed. Pearson. 808 pages.