International Marketing (5cr)

Evaluation scale

H-5

Objective

The student understands basic principles of global marketing and knows the global marketing environment and he/she is able to operate in it. The student is able to deliver marketing strategies for international target groups. He/she understands the meaning of cultures and international networks from a marketing perspective and he/she is able to actively participate in international marketing projects. The student understands responsible global consumer perspective and he/she understands how it impacts the future of marketing

Content

- Understanding and analysing of global markets

- Planning of international marketing

- Networking skills and leadership in networks

- Cross-cultural knowledge in international marketing

- Global consumer

Materials

1. Doole, Isobel and Lowe, robin: International marketing strategy : analysis, development and implementation, 2019
2. Bridgewater, Susan ; Egan, Colin: International marketing relationships,2002
3. Ghauri and Cateora: International Marketing. 2006.
4. Hollensen, Sven. Global Marketing. A Decision-Oriented Approach, 7th edition, 2017
5. Kotler, P.; Keller, K. Marketing Management, 14th Edition, 2011
6. Keegan, W. J.; Green, M. Global Marketing. 7th Edition, 2012
7. Melewar, T. C.; Gupta, S. Strategic International Marketing: An Advanced Perspective, 2011

Teaching methods

Online lectures, class discussion, video case studies, case analysis and group project work.

Assessment criteria, satisfactory (1)

The student understands the basic principles of international marketing and is able to apply them. He/she understands opportunities and challenges of international markets.

The student understands the role of networks in international marketing. He/she understands how different cultures and ways of operating impact the field of marketing. The student understands the concept of global consumer.

Assessment criteria, good (3)

The student is able to utilise different marketing methods in international marketing. He/she is able to analyse opportunities and challenges of international markets.

The student is able to operate in international marketing networks. He/she is able to analyse and execute marketing in different cultures and ways of operation. The student is able to analyse global consumerism and utilise it in marketing.

Assessment criteria, excellent (5)

The student is able to critically evaluate and utilise different marketing methods in international marketing. He/she is able to evaluate and utilise opportunities and challenges of international markets.

The student is able to actively and effectively operate in international marketing networks. He/she is able to evaluate and utilise effective marketing in different cultures and ways of operation. He/she is able to utilise global consumerism in marketing.

Qualifications

NULL