ØAADM3000 International Marketing Emneplan

International marketing - "the process of focusing the resources and objectives of an organization on international marketing opportunities" (Keegan, 2002) - is an arena of increasing interest and concern throughout the world. The students will acquire an understanding of the essentials of international marketing management - avoiding the basic principles of marketing and strategy that they are already familiar with

The textbook and articles offer a theoretical framework and platform for the course, while many of the class sessions will emphasize the practical aspects of international marketing.

The course builds on knowledge from the courses Marketing and Strategy.

No prerequisites.

Knowledge

The student

• has broad knowledge of the international market environment,
• has knowledge of internationalisation theories
• has knowledge of information systems and market research
• can make informed choices concerning entry modes and strategic alliances
• has knowledge of the "4 P's" in an international setting

Skills

The students

• can use relevant theories and methods of analysis to solve cases.
• can present their analysis in class and discuss it with their fellow students
• know how to select markets to enter

The course material is presented through lectures, discussions in class and group work. Students will present their literature reviews and case analyses group wise (maximum three persons).

No course requirements.

There will be given one total grade for the course. The total grade consist of a four-hour school exam, that accounts for 70% of the grade, and a portfolio that accounts for 30%. Required work for the portfolio consist of group presentations of case analyses and literature reviews (presentations of 10 minutes each). The student must pass the portfolio part of the course to be eligible to sit for the exam.

The portfolio and the written exam can be taken again separately. It is not necessary to re-sit both exams.

A list of reference aids allowed will be published on our website.

Letter grading A-F.

The final written four-hour exam will be evaluated by both an internal and external examiner, while the portfolio will be evaluated by the course instructor only.