International Marketing

INB423 International Marketing

Spring 2019

Autumn 2019
  • Topics

    The essence of marketing is to facilitate exchanges of money, products and/or services. Thus, international marketing requires an interaction between firms and people of different nationalities and cultures. We see a dramatic shift in the world economy: doing business is more and more a question of identifying business opportunities internationally and not only in the domestic market of companies. Hence, companies need to be able to identify attractive business opportunities in international markets, define relevant strategies and value chain structures for competing in targeted markets, and be able to implement defined strategies. As international business is done across different cultures, institutional environments and socioeconomic conditions, international marketing decision makers also need to be aware of potential ethical conflicts related to their operations.


    Global marketing and the firm

    International opportunity assessment

    Foreign market entry / Internationalization

    The "4Ps" of international marketing

    Organization and control of the global marketing programme

    Global marketing strategy

    The role of culture & ethics in a global context

  • Learning outcome

    The goal is to acquaint the students with opportunities, problems and analytical skills in the International Marketing domain. At the end of the course students will be expected to:

    1. Have an understanding of the area of international marketing, and why an international strategy is imperative for the continuous growth and success of companies as they reach their growth limits in existing home markets.
    2. Recognize the challenges and dilemmas related to international marketing
    3. Be able to present relevant theories and analytical tools related to international marketing, and be able to apply them to a practical situation.

    Knowledge - the candidate...

    • has advanced knowledge within international marketing and specialized insight in a limited area
    • has thorough knowledge of the scholarly or artistic theories and methods in international marketing
    • can apply knowledge to new areas within international marketing
    • can analyze academic problems on the basis of the history, traditions, distinctive character and place in society of international marketing

    Skills - The candidate...

    • can analyze and deal critically with various sources of information and use them to structure and formulate scholarly arguments
    • can analyze existing theories, methods and interpretations in the field and work independently on practical and theoretical problems
    • can use relevant methods for research and scholarly and /or artistic development work in an independent manner
    • can carry out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics

    Competence - The candidate...

    • can analyze relevant academic, professional and research ethical problems
    • can apply his/her knowledge and skills in new areas in order to carry out advanced assignments and projects
    • can communicate extensive independent work and masters language and terminology of the academic field
    • can communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public
    • can contribute to new thinking and innovation processes

  • Teaching

    The students in the class come from a variety of countries and cultures - thus forming a cross cultural mini-laboratory. The course work will consist of case discussions, lectures, a term paper and a final exam.

  • Requirements for course approval

    Attendance and active participation in class discussions required. Submission and presentation of written assignment.

  • Assessment

    Three hour written exam (50%) based on lectures, text and assigned articles and a written group (3-5 students per group) term paper (50%).

  • Grading Scale

    Grading scale A - F.

  • Computer tools


  • Literature

    * Hollensen, Svend (2016), Global Marketing (7th Edition), Pearson Education Limited [Paperback]

    * Selected cases and articles


ECTS Credits
Teaching language

Autumn. Offered Autumn 2019.

Course responsible

Aksel Rokkan, Department of Strategy and Management