Cateora, P. R., Gilly, M. C. & Graham, J. L. (2013). International marketing (16th ed.). New York: McGraw-Hill Irwin.
Learning outcomes of the course
The student understands the context of international marketing as a strategic process and learns how to perform internal and external analyses to support international marketing from a cross-cultural perspective.
Upon completion of the course the student
- understands the process of benefits in engaging in international markets in relation to internal and external market environment in global markets
- recognizes cultural differences and their effect in various global regions
- is able to analyze these cultural differences in terms of opportunities and inherent risks when conducting marketing activities and segmenting global markets
- can develop strategies and plans for a product launch, market entry and implementation for a company in a foreign country
11.03.2021 - 29.04.2021
15.11.2020 - 21.03.2021
Faculty of Business
Degree Programme in Business Administration
Vasa, Wolffskavägen 33
Teaching methods used in this course include lectures, case discussions, individual theoretical reviews, group assignments . Active participation is required for both class discussions and small group discussions. The case company report will highlight the practical relevance of the concepts learnt in class.
Literature studies (40 %), case study memo (10 %), cultural insights memo and country snapshot presentation (10 %), final project – a case company report ( 40 %). Total 100 %
Total work load of the course: 135 h. Scheduled studies 65 h and autonomous studies: 70 h
Grades 1-2 The student shows limited understanding of the concept international marketing and its parameters. The student shows little evidence of utilizing web tools and ability to reflect upon his/her own learning process. The student can work in a group
Grades 3-4 The student shows an understanding of the concept international marketing and its parameters and shows a good grasp of width and depth of the topics. The student understands cultural differences and can work in a group. The students utilizes different web tools and is able to reflect upon his/her own learning process
Grade 5 The student understands the concept of international marketing and its parameters and shows excellent grasp of width and depth of the topics. The student can utilize them innovatively in a case company project. The student understands cultural differences and works very well in a group. The student utilizes different web tools and is able to reflect upon his/her own learning process