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Global Marketing Management

Code

GBE-MAM2

Version

2.0

Offered by

Global Business Engineering

ECTS

5

Prerequisites

MAM1 or equivalent course in marketing management.

Main purpose

The course will provide students with a solid understanding of marketing products and services on export markets in a global context.

The overall purpose of this course is to enable students to device a global marketing strategy and prepare an international marketing plan for any product or service in any export market.

Knowledge

The students are introduced to core theories and models within marketing management to have knowledge about:

  • The difference between global, glocal and local international marketing strategies
  • The steps in the international marketing process and the complexities of the international marketing environment
  • The current state of global marketing, the forces driving globalization and the resulting challenges for both existing international companies and for domestic companies planning to start an internationalization process
  • The specific problems associated with international marketing and the internationalization process
  • All aspects of international marketing strategy development and the international marketing planning process
  • The sustainable global value chain, Corporate social responsibility and triple bottom line
  • The differences in social/cultural conventions that affect buyer behaviour and marketing strategies in international markets
  • Internationalization strategies for both small and large companies
  • Conducting effective search, screening and selection of new countries to enter
  • The complete range of market entry methods and their advantages and disadvantages
  • International marketing mix strategies

Skills

At the end of this course, and having completed the essential reading and activities, the students should be able to

  • Perform a market profile of a country by conducting a PEST and market analysis (Macro & Micro factors)
  • Critically evaluate a company's international marketing environment and its current strategy
  • Access the opportunities and risks associated with initiating an international market strategy or expand an already international presence to new countries for both small and large companies
  • Provide input to international market expansion strategy development
  • Assess how CSR and sustainability can contribute to a company's value chain practices and improve the competitiveness
  • Decide which markets to enter and evaluate the pros and cons of different entry modes
  • Design an international marketing mix including the ability to determine which parts of the marketing mix will require adaptation and to which degree

Competences

After a successful completion of the course the student will be able to:

  • Identify global market opportunities and assess the associated risks
  • Conduct a detailed country analysis including both macro and micro market factors
  • Quickly and effectively research market opportunities and to apply relevant country selection screening and segmentation criteria
  • Develop a global marketing strategy and prepare an international marketing plan that is aligned with the objectives and competencies of the company (including sustainability and CSR)
  • Analyse and determine the most appropriate method of market entry

Topics

Teaching methods and study activities

Duration: 1 semester - 137,5 hours of student work load.

Activities during the course: 
The teaching methods will be a combination of class work, pair work, group work and problem based tuition.
The students are required to participate actively in the lessons.

Ongoing evaluation and feedback during the course:
During the course there will be a number of individual and group assignments.

Compulsory class assignment:
Details of the assignments will be uploaded to It's Learning in due time. The assignments will be done in teams of 3-5 students.

Resources

Global Marketing, (latest edition)Svend Hollensen, 8th edition, Pearson

Evaluation

Examination

Prerequisites for exam:
Approved mandatory group presentation

Exam type:
4-hour written exam with external examiner.
The examination accounts for 100 % of the final grade.

Tools allowed:
All aids are allowed except access to the Internet.
 
Re-exam: 
Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

​7-point scale

Additional information

Responsible

Kirsten Jepsen / Kresten Tang Andersen

Valid from

01-08-2022 00:00:00

Course type

Keywords