Syllabus
Registration via LPIS
| Day | Date | Time | Room |
|---|---|---|---|
| Friday | 11/23/18 | 10:00 AM - 03:00 PM | TC.4.14 |
| Monday | 11/26/18 | 09:00 AM - 02:00 PM | TC.4.12 |
| Tuesday | 11/27/18 | 11:30 AM - 04:30 PM | D5.0.001 |
| Wednesday | 11/28/18 | 11:00 AM - 01:30 PM | TC.1.01 OeNB |
| Thursday | 11/29/18 | 09:00 AM - 02:00 PM | TC.1.01 OeNB |
The course aims to develop a critical understanding of the role of marketing in an increasingly globalised economy. It seeks to build an awareness of a range of concepts and theories underpinning effective marketing of goods and services across international borders. Students will be provided with a set of resources for independent thinking and practical application of concepts to situations mimicking the changing global environment to allow them to consider alternatives to bridge border and cultural divides.
This course will cover the following topics:
- International marketing and factors driving internationalization;
- analyzing the external marketing environment;
- international market entry decisions;
- managing the marketing mix.
In this course students will learn:
- to evaluate the concept of globalisation, cultural diversity and implications on the marketing of goods and services across borders;
- to use a range of frameworks to analyse market conditions as a way of gauging broader environmental conditions, competitive and consumer trends to recommend appropriate marketing strategies;
- to apply relevant theories and concepts to different marketing situations, making requisite recommendations on the adaptation of standardisation of the firm’s marketing mix;
- to critically evaluate each firm’s marketing context to determine appropriate market entry modes
Students can miss 20% of the overall class time - up to 4 hours - excluding the first and the last session. Please note that the first and last session is mandatory, therefore your attendance is obligatory.
Within this course, a variety of didactic elements are utilized to facilitate the successful completion of learning outcomes outlined above. The course is delivered as a mix of lectures covering theoretical concepts and their application, as well as articles to be read at home and discussed in class).
A key element in the course delivery is the group presentation during the last class, which allows for an immediate transfer of theoretical knowledge to a practical international marketing challenge. Within their group, students develop a fully-fledged market entry strategy, where they learn to apply their knowledge hands-on
| Assignment | Date | Weight |
| Group work presentation: | Nov.29, 2018 | 50% |
| Group work written assignment: Relying on the appropriate marketing strategy presented on Nov.29, propose and justify a marketing mix plan for the same company and the same developing market. | Dec.7, 2018 | 30% |
Additional information to be found below in the section "for course members only".
In case of queries, please contact riina.koris@ebs.ee
THIS COURSE IS EQUIVALENT TO OTHER COURSES IN INTERNATIONAL MARKETING AT THE WU. PLEASE MAKE SURE TO REGISTER FOR ONE OF THESE ONLY. MOREOVER, THERE ARE OVERLAPS WITH 'WAHLBLOCK KURS II - INTERNATIONAL BUSINESS'.
Regular attendance in class is mandatory, particularly in the first session, as groups will be formed etc. All information subject to change!
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