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 2023

Materials

Ghauri, P. N. & Cateora, P. (2021). International Marketing (5th Ed.). McGraw-Hill Education (or previous edition)

Teaching methods

The student is able to implement and analyze marketing planning for international markets. The student will understand international marketing as a strategic process and learn how to do analyses to support international marketing. The student will be able to identify and decide upon a relevant strategy and marketing mix of products and services in an international setting.

Employer connections

International perspective is inherent and all encompassing in this course. International companies are used as cases. 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 40 h
-Of which autonomous studies: 95 h

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 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