Global Marketing
Course name: Global Marketing
Period: International Business Consultancy (Y4:13/14)
Cluster within the International Business Consultancy Programme: Strategic Design
Study load: 4 ECTS (~112 hours)
Course description
This course is designed for students who want to develop effective and decisionoriented global marketing programmes. This course offers you the knowledge and skills to plan and execute an analytic decision-oriented framework for the development and implementation of global marketing programmes. Consequently, you should be able to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process: (1) whether to internationalise, deciding how to enter the foreign market, (2) deciding which markets to enter, (3) designing the global marketing programme and (4) determine your stance on ethics and sustainability.
Competences
Strategic management, problem regcognition, diagnosing, designing, and change.
Learning objectives
- Analyse whether the choice of going abroad for company is taking into consideration social responsibility in its broad sense;
- Apply an international competitiveness analysis and international market selection;
- Make strategic decisions as a consultant for the companies that are planning to extend their services
- Develop an international marketing plan;
- Assess the global environment methodically and advise on an effective strategy on how to go abroad;
General course information
Required previous knowledge
An introduction to marketing and good command of English.
Recommended literature
Svend Hollensen (2014). Global Marketing. Pearson Education UK.
Way of working
The course is a combination of interactive lectures and group work. Both didactive approaches are designed to involve students in large and small lecture-based classes. It allows the lecturer to enhance and punctuate lecture and create an interactive classroom experience while maintaining lecture as the primary content delivery mechanism. Throughtout the course, presentations are used as supportive materials and video cases on real marketing choices are shown and thereafter discussed.
Exam
Grading of the course Global Marketing is divided in an international marketing plan and you will have a conversation with the teacher in which you demonstrate that you have mastered the content of the report. The international marketing plan is graded as a group effort and all students receive the same grade, unless it becomes apparent during the conversation that you excel or are not involved in the content.