SFB11507 International Marketing (Autumn 2011)

The course is connected to the following study programs

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

Prerequisites

The course is based on

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

Lecture Semester

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

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. 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 by the students in the middle and in the end of the semester.

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

Literature

The readinglist was last updated 15 Jun 2011

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