Content, progress and pedagogy of the module

The importance of world trade has increased, and international business growth offers increased opportunities for organisations. Many organisations are, therefore, now engaged in planning and conducting marketing activities across national borders.

This module, introducecs students to international marketing and the factors that create international marketing complexity.  Also to the major decisions in international marketing, including whether to go international, what foreign markets to enter, how to enter these markets, and how to design the international marketing mix.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• the basic concepts, principles, and practices of international marketing, i.e., marketing to customers in foreign markets.
• the international marketing environment and the specific marketing challenges that occur in the international marketing context.

Skills

The objective is that the student after the module possesses the necessary skills in:

• evaluating the attractiveness of international opportunities and choosing a market entry strategy.
• designing the international marketing mix.
• discussing the advantages and disadvantages of different entry mode strategies and providing recommendations about the most appropriate strategy.

Competences

The objective is that the student after the module possesses the necessary competences in:

• analysing and evaluating a company’s market opportunities in the global business environment.
• formulating strategies that help companies achieve their international marketing objectives.

Type of instruction

For information see § 17.

Exam

Exams