Course Description

1. Framework conditions of the export market: economic, demographic, geographic, political, legal, technological, social and cultural.

2. Internationalisation as part of a company’s long-term strategy. Choice of instruments. success criteria.

3. International marketing: planning and analysis, networks, establishment of activities abroad, choice of entry strategies and distribution channels, forms of co-operation, organisation and negotiations

4. Internationalisation and ethics, international brand-building and the internationalisation of services

5. Practical examples of internationalisation: study trips, company visits and guest lecturers

Assessment Methods

Students will work in groups on cases based on the course textbook. This work must be approved before students may be allowed to take the final examination. During the course of the semester the students will be required to carry out a minor project. The students will choose the theme of the work on the basis of guidelines set by the course instructor. The work will be done in groups, but the course instructor may also approve individually submitted work. The work must be documented in written form and presented orally. The student may be questioned in the oral presentation. An overall grade will be given for the written submission and the oral presentation. The second part of the assessment is a written final examination without examination aids, 5 hours. Each part of the assessment counts for 50% of the final grade. Students must receive passing marks in both parts of the assessment.

Minor adjustments may occur during the academic year, subject to the decision of the Dean