International Marketing 2600-IBP-IntM
This course provides a comprehensive introduction to the dynamic field of international marketing, offering students a solid foundation in the principles, strategies, and practices necessary to succeed in the global marketplace. Through a blend of theoretical concepts and practical insights, participants will explore key topics such as internationalization strategies, market selection, entry strategies, competitive advantage, and marketing mix adaptations for international markets. By the end of the course, students will be equipped with the knowledge and skills to navigate the complexities of international marketing, enabling them to develop effective strategies for expanding businesses across borders and maximizing global market potential.
The detailed topics include:
• Introduction to international marketing
• General strategies for small and medium-sized enterprises in foreign markets
• Decisions related to internationalization: motives and benefits
• Orientations in international markets
• Selection of target market and product for foreign sales
• Entry strategies into foreign markets
• Segmentation and positioning of offerings in foreign markets
• Programming marketing activities (standardization/adaptation) within product, distribution, pricing, and promotional decisions.
Type of course
Course coordinators
Learning outcomes
Upon completing the course, students will have:
In terms of knowledge:
• Understands complex technological, social, political, legal, economic, and environmental processes and phenomena and their impact on the functioning of organizations and the entire economy in an international context, including the principles of industrial property protection and copyright (K_W05).
In terms of skills:
• Can correctly interpret complex technological, social, political, legal, economic, and environmental processes and phenomena and their impact on the functioning of organizations and the overall economy, including in a global context, using appropriate source selection (K_U02).
• Can use a foreign language at the C1 level of the European Language Education System and specialized terminology in the field of international marketing (K_U04).
• Possesses the ability for self-learning, further skill development, and supporting others in this regard (K_U06).
In terms of competencies:
• Is ready to assess and critically approach complex situations and phenomena associated with the functioning of organizations, sectors, and the entire economy, including in a global context (K_K01).
• Is prepared to adhere to and promote professional ethical standards (K_K03).
Assessment criteria
Project, exam, ongoing assessment
40% project, 40% exam, 20% ongoing assessment
Passing threshold: 50%
Bibliography
Hollensen S., Essentials of Global Marketing, Pearson, 2nd ed., Harlow 2012
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: