International Marketing


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


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.


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.


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.



Name of examInternational Marketing
Type of exam
Written or oral exam
Individual examination.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleInternational marketing
Module codeKAMAR202210
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities