International Marketing 5208

Learning outcome

After completing the subject the candidate should have the following learning outcomes in terms of knowledge, skills and competence

have knowledge of internationalization processes
know how companies go about to prepare the best possible basis for decisions in a situation of internationalization
know the different internationalization theories and development through history
through practical examples have knowledge of experiences large and small scale businesses have with respect to the choice of entry form and entry strategy
know how marketing strategies are developed with special focus on specialization versus adaptation
have the skills and background to prepare the basis for decisions on a possible internationalization process
have the skills to take part in the implementation of an internationalization process.

Framework for internationalt markets: economic, demographic, geographic, political, legal, technological, social and cultural
Internationalisation as part of a company’s long-term strategy. Choice of instruments. Cuccess criteria
International marketing: planning and analysis, networks, establishment of an operation abroad, choice of entry strategy and distribution channels, forms of co-operation, communication, organisation and negotiations
Internationalisation and ethics, international brand-building and the internationalisation of services
Practical examples of internationalisation: study trips, company visits and guest lecturers

6-8 hours of lectures per week during the fall semester. Teaching varies between traditional lectures, discussions, case work and student activities.

Assignment, counting for 50% of the grade, graded mark
Written examination, 5 hours, counting for 50% of the grade, graded mark
Work requirements, presentation of a case from textbook is required to take the written examination

All parts must be passed.

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