Content, progress and pedagogy of the module

The module will provide knowledge about intercultural challenges in marketing. The course consists of the following components:

• Cultural theories and concepts and their applications in marketing.

• Consumer behaviour, the influence of culture and the reactions to foreign products/services and brands. Marketing strategy and especially how to design an international marketing strategy.

Learning objectives

Knowledge

The student must through the module obtain knowledge about:

• The students should understand key concepts within international marketing with a special focus on the intercultural challenges of marketing; this will improve students' understanding of how cross- cultural issues influence international marketing strategies.

• The students should understand the connection between the company and its international environment in relation to designing and implementing an international marketing strateg

Skills

The student must through the module obtain skills in:

• The students must be able to identify and assess specific marketing challenges that occur in the international marketing context.

• The students must be able to analyse the situation of the company and, based on this, to decide if the company should follow a differentiation or standardisation strategy and what the specific parameters involved are.

Competences

The student must through the module obtain competences to:

• Students should be able to assess the outcomes of alternative marketing strategies in cross-cultural contexts.

• Students should be able to conduct effective problem solving in the case of international marketing and especially in relation to the solution of problems pertaining to the influence of culture on international marketing.

• Having followed this course, the student should furthermore be able to formulate, analyse, derive and evaluate international marketing strategies.

Exam

Exams