ØKB2121 International marketing

Contents and structure

International marketing requires an interaction between firms and people of different nationalities and cultures. Major topics include the role of culture in a global context, international opportunity assessment, foreign market entry, international marketing communication, international distribution channel decisions, and international product development & pricing.

Learning Outcome

Knowledge

The Student

• has knowledge about external factors, for example, cultural, ethical, political, and economic factors that influence the work in international marketing.
• can explain concepts and theories on selection of the target market and global market entry strategies.
• can explain concepts and theories on global product strategies, global communication strategies, global pricing, and global logistics and distribution.
• has knowledge about sources of secondary data on international markets.
• has knowledge about usage of terminology in the academic field of international marketing.

Skills

The Student :

• can analyze business cases based on knowledge and theories in international marketing.
• can critically analyze a firms activities in international marketing.
• can develop global market entry strategies, global product strategies, global pricing strategies, global communication and distribution strategies.

General Qualifications

The Student :

• has understood theories and models in such a critical and reflected way that she/he understands challenges and dilemmas in international marketing.
• has acquired an academic competence to participate actively in discussions about issues on international markets.

Entry requirements

None

Recommended previous knowledge

BØA116 Marketing or similar

Teaching methods

Blended learning model. A combination of physical and online tasks.

Compulsory learning activities

Presentation of case analysis in group

Assessment

Groupassignment 100%.

The group should consist of 2-3 people in groups.

Character scale A-F.

Examination support material

All printed and written study aids may be used

More about examination support material

Course reductions

• ØKB2118 - International marketing - Reduction: 10 studypoints
• ØKB2111 - Internasjonal marknadsføring - Reduction: 10 studypoints
• ØKB2019 - Internasjonal marknadsføring - Reduction: 10 studypoints
• ØKB3127 - Internasjonal strategi og markedsføring - Reduction: 5 studypoints
• FØS8107 - Digital marknadsføring - Reduction: 7.5 studypoints