Study Guide

Objective

Students
-can implement and analyze marketing planning for international markets
-know marketing communication in international markets
-understand cultural differences in international marketing

Content

Marketing planning for international markets
Marketing communication in international markets
Cultural differences in international marketing

Location and time

Spring semester 2021

Materials

Michael R. Czinkota and Ikka A.Ronkainen International Marketing 8th edition or latest (used only for case studies…available at Tritonia)
Isobel Doole and Robin Lowe (2018): International Marketing Strategy. Analysis, Development and Implementation.
Philip Kotler and Kevin L. Keller (2012 or the latest edition). Marketing Management.

Teaching methods

The student is able to implement and analyze marketing planning for international market. The student will understand international marketing as a strategic process and learn how to do internal and external analysis to support international marketing. Key features of these analysis includes but not limited to PESTEL analysis and SWOT analysis. The student will be able to map up a product life cycle and intended marketing mix with the adoption cycle potential to help identify the right choice of product and service in an international setting.

Employer connections

International perspective is inherent and all encompassing in this course. International companies are used as examples; students do case studies related to them
Final project includes designing an international marketing plan for a chosen company.

Student workload

Total work load of the course: 135 h
-of which scheduled studies 48 h
-of which autonomous studies: 87 h
The assessment of student's own learning 1 h is included in contact lessons.

Further information

Teacher: Dr. Emmanuel Ndzibah

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Have a general picture of the market planning process

Have a basic understanding of marketing communication in international markets

Have a comprehensive picture of how cultural differences affect international marketing

Assessment criteria, good (3)

Can conduct market planning for international markets

Have a good understanding of marketing communication in international markets

Have a good understanding of cultural differences in international marketing

Assessment criteria, excellent (5)

Can implement and analyze market planning for international markets

Have an in-depth understanding of marketing communication in international markets

Have an in-depth understanding of cultural differences in international marketing

Assessment criteria, approved/failed

Fail: The criteria for grade 1-2 are not met.

Assessment methods and criteria

The specific criteria and emphasis for evaluating the case company report are:
–Knowledge 40 %: Understanding and using various sources of information, Relevance of information.
–Discussion 40 %: Reasoning and argumentation, Practical suggestions, Own thinking. –Sources/style 20 %: Referencing and citations within text marked, style of writing and overall quality.
To fail means that the report does not show sufficient use of information and analysis of the case or text is directly copied without marking the references.
There will be a complementary peer review.

Assessment criteria, fail (0)

In Writing, a case company report to "FAIL" means that the report does not show sufficient use of information and analysis of the case or text is directly copied without marking the references.

Assessment criteria, satisfactory (1-2)

The student utilizes and discusses the essential theories, concepts and methods. In assignments, the student is able to retrieve and utilize information from various sources and understands the significance of the reliability. In interactive tasks and situations, the student acts and communicates in various groups.

Assessment criteria, good (3-4)

The student utilizes and discusses the consistently the theories, methods and concepts of international marketing management in written and oral communication. In assignments, the student retrieves information from publications in the field, applies acquired information and assesses the correctness of information. In interactive tasks and situations, the student acts and communicates professionally.

Assessment criteria, excellent (5)

The student can utilize, write and communicate about the theories, concepts and methods of international marketing management. In assignments, the student retrieves information systematically from scientific publications, modifies the information for various purposes and assesses the reliability of the information. Student clearly recognizes the development needs in the field by providing analytical insights and justified solutions by applying the principles of sustainable development. The student acts ethically and professionally, as well as communicates fluently and consistently.

Qualifications

Basics of Marketing 5 ECTS