International marketing, 7.5 credits

The overall aim of the course is to equip students with solid knowledge and skills in the international marketing subject area in order to help them in undertaking and developing their international careers. The course is designed in a way to help students learn, understand and practice elements of the international marketing strategy process with a strong focus on its sustainability aspect. The process involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option(s). The course is divided into three main subject areas: analysis, strategy development and implementation. Part 1 focuses on the analysis of the international marketing environment. It provides an introduction to how the international marketing environment influences the way firms operate. Part 2 explains the international marketing strategy options available for small, medium-sized and large companies that will enable them to compete effectively in global markets. Part 3 deals with the international communication, distribution and pricing strategies that support the introduction and development of the business in the various worldwide markets. A special focus in the course is pit on sustainable marketing practices. The course is examined via a course project performed in small groups and presented and discussed at the final seminar as well as written exam.