Study Guide

Objective

The Student:
- understands the context of going global through different market entry modes, with emphasis on online marketing
- is familiar with the process of internationalisation
- knows how to consider cultural aspects of going global
- can create an internationalisation plan, with emphasis on online marketing, for a company or organisation

Content

- market entry
- international to golbal
- cultural aspects
- internationalization plan
- online selling

Materials

Study materials will be provided during the course. Recommended literature will be announced at the start of the course.

Teaching methods

Lectures and assignments
Group work
Project plan, report, and presentation
Fact studies

Further information

- Students are aware of current technology and can utilize digital channels to reach target audiences in the digital business environment.
- Can design their message correctly depending on the channel used.
- Understands the basics of how to measure and analyze the effectiveness of marketing in digital channels.
- Knows how to build digital marketing in a profitable way.
- Can create networks in a digital environment.

Evaluation scale

H-5

Assessment methods and criteria

- Students are familiar with the basic concepts of digital marketing and understand the significance of marketing within an organization.
- Students have a basic knowledge of various areas within digital marketing.
- Students are familiar with different ways of communicating in the market.

Qualifications

Basics in Marketing