International Marketing (INTM)

Course description



First the course will address the cultural, political, legal, technological, economic and geographic environments. Then the course will deal with strategic issues of foreign entry, marketing operations and transnational management. Finally it will equip participants to develop and implement strategies for any organisation intending to compete globally. - The course will cover most of the following topical areas: - Political, economic, legal and technological environments - Geo-political regions and emerging markets - Researching, data sources and screening of markets - Market-entry alternatives and contingencies - Distribution, logistics and exporting - Pricing and financing issues - Transnational advertising - Negotiatons and selling - Socio-ethical concerns



Intended Learning Outcomes
This course deals with strategic issues of foreign entry, marketing operations and transnational management. On completing this course, students should be able to:

Knowledge and understanding:
1. Recognise the business challenges of globalisation and the importance of adopting globally integrated marketing strategies.
2. Identify the external macro-environmental forces - socio-cultural, politico-economic, legal and technological, and assess their cumulative influence on business

Skills and abilities:
3. Research using different methods and sources to screen marketing opportunities worldwide for specific industries, and evaluate alternative market-entry strategies
4. Identify and distinguish between complexities of each context and the need for adaptation and negotiation in various aspects of marketing and in management.

Judgment and approach:
5. Evaluate approaches to overcoming barriers to international business and assess marketing opportunities
6. Assess options in product-line, distribution, pricing and promotion, and recommend sustainable and ethical strategies for diverse markets worldwide
- Product, service, branding and packaging decisions
- Global supply chains, logistics and distribution channels
- Cross-cultural advertising and marketing communications
- Pricing, financing and purchasing power in markets
- Organisational control and strategy implementation
- Ethical issues in sourcing, management, communication

Change semester  


Course title:
International Marketing
Semester: Autumn term 2019
Study period: 1
Rate of studies: 100%
Level: Undergraduate level (first cycle)
Credits: 7.5
Language of instruction: English

Course code: fe3333

Syllabus

Contact:


Course coordinator:
Helena Flinck
Head of course:
Astrid Moreno
Examiner:
Astrid Moreno
Student services:
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