International Marketing (5cr)

Materials

Below mention is the book which is core to the rigour aspect of the course. However, additional course material will be provided by the lecturer in an online workspace.

Hollensen. S (2017): Global Marketing: A Decision-Oriented Approach.7th edition. Pearson Education.

Evaluation scale

0-5

Further information

Open UAS: 3
Exchange and Study Abroad students: 20 (included in the total capacity)

Student workload

1 ECT = 27 hours of study, therefore, this course requires a total of 135 hours of study in order to qualify with grade 5

Groupwise
Project Report = 20
Data Collection Primary and Secondary =15
Video Presentations =15

Individual
Reflection/Learning Diary =35
Discussion Forum and active Class Participation =15

Total: 100


Below is mention grading schema;

Grade 0 = 0-44 points = Fail
Grade 1 = 45-54 points
Grade 2 = 55-64 points
Grade 3 = 65-74 points
Grade 4 = 75-84 points
Grade 5 = 85-100 points

Assessment criteria, satisfactory (1)

Sufficient (1):

IBBUS: Applied Business Skills
You show very low acumen in assessing the project requirement.
IBCOM: Communication Skills
You remain less motivated in initiating communication with the groups and class tutor.
IBCOL: Intercultural Collaboration Skills
You show less understanding of the group dynamics and cultural diversity resulting in raising concerns in your group
IBETH: Ethical Conduct
You provide a basic understanding of ethical perspectives in the business environment

Sufficient (2):

IBBUS: Applied Business Skills
You show understanding of project requirements but struggle to develop business insights.
IBCOM: Communication Skills
You participate in the class discussion and extend your limited contribution towards the group project.
IBCOL: Intercultural Collaboration Skills
You consider group dynamics and cultural diversity as essential elements. You do not participate in the team’s weekly meetings often
IBETH: Ethical Conduct
You provide little understanding of ethical perspectives in the business environment

Assessment criteria, good (3)

Sufficient (3):

IBBUS: Applied Business Skills
You show understanding of project requirements and develop business insights.
IBCOM: Communication Skills
You remain motivated in engaging in communication with the groups and class tutor.
IBCOL: Intercultural Collaboration Skills
You consider group dynamics and cultural diversity as essential elements. You participate in the team’s weekly meetings
IBETH: Ethical Conduct
You show active contribution and initiate a conversation on sensitive business issues, you provide a relevant example in your learning diary.

Sufficient (4):

IBBUS: Applied Business Skills
You show a very good understanding of project requirements and develop critical business insights.
IBCOM: Communication Skills
You remain motivated in engaging in communication with the groups and class tutor. Your reflection in the learning diary is not limited to the class content, your understanding of process insights shows potential contribution.
IBCOL: Intercultural Collaboration Skills
You consider group dynamics and cultural diversity as essential elements. You participate in the team’s weekly meetings and take a lead when required
IBETH: Ethical Conduct
You show active contribution and initiate conversations on sensitive business issues, your contribution is not limited to learning diary, it extends to your group project. You show a well-drafted approach in handling crisis communication from the project point of view.

Assessment criteria, excellent (5)

Sufficient (5):

IBBUS: Applied Business Skills
You show an excellent understanding of project requirements and develop critical business insights.
IBCOM: Communication Skills
You remain motivated in engaging in communication with the groups and class tutor. Your reflection in the learning diary is not limited to the class content, your understanding of process insights shows potential contribution and discusses recent academic contributions.
IBCOL: Intercultural Collaboration Skills
You consider group dynamics and cultural diversity as essential elements. You participate in the team’s weekly meetings and you show key leadership skills by guiding and motivating your team towards the final stage of the project.
IBETH: Ethical Conduct
You show active contribution and initiate conversations on sensitive business issues, your contribution is not limited to learning diary, it extends to your group project. You show an excellent approach in handling crisis communication from the project point of view.

Assessment criteria, approved/failed

1 ECT = 27 hours of study, therefore, this course requires a total of 135 hours of studies in order to qualify with grade 5

Groupwise
Project Report = 20
Data Collection Primary and Secondary =15
Video Project based on Guerrilla marketing =15

Individual
Reflection/Learning Diary =35
Discussion Forum and active Class Participation =15

Total: 100


Below is mention grading schema;

Grade 0 = 0-44 points = Fail
Grade 1 = 45-54 points
Grade 2 = 55-64 points
Grade 3 = 65-74 points
Grade 4 = 75-84 points
Grade 5 = 85-100 points

Content scheduling

The main areas to be covered include (but not limited to):

Understanding internationalization preparedness
Understanding international motives
International marketing research
The global trade environment
Guerrilla marketing campaign
International marketing theories
International marketing selection process
The sociocultural environment and PESTLE analysis
International market entry mode strategies
International promotion and communication strategies

Teaching language

en

Teaching methods

The primary mode of delivery is a combination of in-class activities on campus and on-line lectures. The lectures will be recorded to support opportunities for 24/7 learning. The in-class activities deepen the learning in the forms of tutorials, individual and group work, reflection and guidance. However, if the COVID-19 situation requires the learning will be supported by on-line tutorials.

Study methods are described below;

Participating in the lecture session
Webinars with industry experts
Engagement in the workshops (i.e., assessment and guidance on project report and launching)
Case studies/articles discussions and debates
Actively writing the learning diary
Team engagements and collaborations

Location and time

The classes on International Marketing will take place every Monday between 13:15-1500.

Number of ECTS credits allocated

5

Qualifications

First year studies completed including successful completion of a basic course in Marketing.

Content

The main areas to be covered include (but not limited to):

Understanding internationalization preparedness
Understanding international motives
International marketing research
The global trade environment
Guerrilla marketing campaign
International marketing theories
International marketing selection process
PESTLE Analysis
International market entry mode strategies
International promotion and communication strategies

Objective

To provide an overview of international marketing operations in a glocal (local+global) context. Students will understand important concepts of international marketing, the factors affecting international marketing decisions and how companies can succeed in a competitive international environment. Alongside, diverse case illustrations from different contexts and active learning methods are utilized in the course. By the end, students will develop strategies and critically discuss theoretical and practical aspects of international marketing issues from multiple perspectives.

Below are the intended learning outcomes (ILO's) for the course.

IBBUS: Applied Business Skills
Apply disciplinary and interdisciplinary knowledge to analyze business challenges and global trends to propose or put into action practical business solutions based on the findings

IBCOM: Communication Skills
Communicate responsibly and effectively in English through oral, written and digital formats in academic and professional contexts

IBCOL: Intercultural Collaboration Skills
Demonstrate intercultural teamwork, leadership, and conflict resolution skills

IBETH: Ethical Conduct
Embrace ethical conduct in business practices and decision-making. This may be according to the Principles for Responsible Management Education (UNPRME) and Sustainable Development Goals (SDGs) of the United Nations.

Execution methods

The primary mode of delivery is a combination of in-class activities on campus. A few lectures will be recorded to support opportunities for 24/7 learning. The in-class activities deepen the learning in the forms of tutorials, individual and group work, reflection and guidance.

Study methods are described below;

Participating in the lecture session
Webinars with industry experts
Engagement in the workshops (i.e., assessment and guidance on project report and launching)
Case studies/articles discussions and debates
Actively writing the learning diary
Team engagements and collaborations