Course code: BED-2100
Global marketing
Campus
Harstad
Semester / Year
Autumn 2016
Credits
10
NOTE! This course belongs to a previous semester/year
About the course
This topic is reserved for students on Advanced marketing and for those who choose Advanced marketing as 3rd year specialization in the Bachelor program of economy and leadership (Campus Harstad)
- The decision whether to internationalize
- Deciding which markets to enter
- Market entry strategies
- Designing the global marketing programme
- Implementing and coordinating the global marketing programme
Objectives of the course
The purpose of the course is to produce insight into, and knowledge about the different choices faced by companies operating internationally and the factors affecting these choices. The student will gain knowledge and skills necessary 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 internationalize, 2) deciding which markets to enter, 3) deciding how to enter the foreign market, 4) designing the global marketing programme, and 5) implementing and coordinating the global marketing programme. Having taken this course, students should be better equipped to understand how firms could achieve global competitiveness through the design and implementation of market-responsive programs.
Teaching methods
Lectures, seminar work and student presentations. A large extent of group-based work on business cases.
Language of instruction and examination
EnglishAssessment
One individual paper and group work on business cases and the moderation of discussion topics in class must be approved before the students qualify for the exam. The amount and type of requirements is specified in more detail in the syllabus made available at course start.
The final course grade would be made up of a one-week home case exam (individual). This exam is graded by one internal examiner and one external examiner using a grading system ranging from A-F, where F is failure to pass the exam.
Error rendering component