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 that extends 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 foundation courses in Marketing and in Strategy, and assumes that students are familliar with basic models and terminology from these courses.

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 involved in analyzing and selecting international markets
• can make informed choices concerning entry modes and strategic alliances
• understands how the "4 P's" in an international setting

Skills

The student

• can use relevant theories and methods of analysis to solve cases involving typical international marketing decisions.
• the student can choose and apply relevant theory and models in order to select markets to enter
• the student can use relevant theory and models to analyze international markets and select the appropriate mode of entry

General Competencies

• The student can present case analysis and recommendations in class and provide other students with feedback on their presentations
• the student can review and convey the content of academic journal articles
• the student can discuss the key topics in this domain and thus contribute to others' learning and development

The course material is presented through lectures, case discussions in class and group projects throughout the term. Students will present literature reviews and case analyses group wise (maximum five students per group).

Required work portfolio consists of three graded assignments:

1. Written case analysis - to be submitted prior to in-class presentation
2. Written literature review - to be submitted prior to in-class presentation
3. Case opponent - brief outline to be submitted prior to class and in-class participation on case discussion

All cases are assigned by teacher. Both written submissions and in-class presentations/discussion of assigments contribute towards the grade.

The student must achieve an overall passing grade on the portfolio part of the course to be eligible to sit for the exam.

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 of three mandadory assignments that accounts for 30%. Required work for the portfolio consist of group presentations of case analyses and literature reviews (presentations of 8 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.

One dictionary: Native language-English/English-native language or English-English

Letter grading A-F.

The portfolio will be evaluated by the course instructor only.

The written exam will be assessed by an internal and an external examiner. A selection of at least 25% of the exam papers will be assessed by two examiners. The grades awarded to exam papers assessed by the external and internal examiner will be used to determine the level of all exam papers.

Adrian Peretz