International Marketing (MHR103)

The last few decades have seen continuing globalization and increased global trade, particularly in services. Despite some recent setbacks, the general trend is for existing markets to grow and new markets to open up, offering new opportunities for exporting services. Many firms have seized this opportunity leading to rapid growth in the export of services, including digital services, and the launch of several "born-global" brands. Most new market opportunities are in developing and middle-income economies, which requires firms in other parts of the world to develop an understanding of local culture and business practices. In contrast, new export firms in fast-growing economies need to understand their target markets in other parts of the world. All exporting firms need to know how to evaluate market opportunities, select entry strategies, and develop marketing strategies for new markets. This course offers an in-depth understanding of the core concepts in international marketing, applies them to a wide range of services, and prepares you for a future career in an exporting firm.


Course description for study year 2024-2025

Facts

Course code

MHR103

Version

2

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Content

This course focuses on the analysis, evaluation, and management of issues related to international market entry and marketing. It draws on general marketing ideas and supplements these with theories, models, and methods specific to international marketing. More specifically, the course covers the following areas:

  • The firm’s international competitiveness
  • The economic, political, legal, cultural, and social environment
  • Culture and cultural differences
  • Country selection
  • Market entry strategy
  • International market segmentation and positioning
  • International product, service, branding, pricing, distribution, and marketing communication strategies

Learning outcome

A candidate who has completed this course should have the following learning outcomes defined in terms of knowledge, skills, and general competence.

Knowledge

After completing this course, the student

  • Has advanced knowledge of international marketing theory, models, and methods.
  • Has an in-depth understanding of factors influencing international market attractiveness.
  • Has an in-depth understanding of factors influencing market entry strategies.
  • Has an in-depth understanding of the role of culture in international marketing and how culture influences personal relationships and marketing strategies and tactics.

Skills

After completing this course, the student

  • Can apply international marketing theories, models, and methods to analyze and evaluate the attractiveness of international markets, select target markets for internationalization, and develop appropriate market entry strategies.
  • Can develop marketing strategies and campaigns for international markets.
  • Can apply insights into culture and cultural differences in the development and management of international marketing campaigns.

General competence

After completing this course, the student

  • Can formulate and analyze international business and marketing problems, including ethical issues.
  • Has critical thinking skills enabling the application of extant knowledge to novel problems.
  • Has the ability to work in teams and contribute significantly to their results.
  • Can communicate international marketing analyses, strategies, and activities to stakeholder groups.

Required prerequisite knowledge

None

Exam

Written exam and Folder evaluation

Form of assessment Weight Duration Marks Aid
Folder evaluation 2/5 Letter grades
Written exam 3/5 4 Hours Letter grades

The folder consists of two group projects. For each project, there is a written report. Students must complete and pass both projects' written reports before the written school exam.

Coursework requirements

2 oral presentations must be passed in order to take the final exam.

Course teacher(s)

Course coordinator:

Lars Ingvar Bergkvist

Method of work

The classes combine lectures, discussions, and group discussions of cases and applied exercises. Students are expected to study and apply all assigned readings and the additional topics discussed in class in the assignments (where applicable). They are expected to have a good grasp of all the course material on the exam at the end of the course.

Note that some material is mainly presented orally in class. Also, the exercises and discussions add considerable knowledge and insights by applying the textbook and article material to practical marketing problems. Thus, if you miss several classes or attend but do not pay attention, there is a considerable risk of missing essential material that you are expected to know and apply in the course assessments. Therefore, students are encouraged to attend all classes and ensure they catch up on the material if they cannot avoid missing a class.

Overlapping courses

Course Reduction (SP)
International Marketing (MHR103_1) 10

Open for

Master students in the Master of Service Leadership in International Business program, and other master students from UiS when vacancy. Incoming exchange students.

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

The syllabus can be found in Leganto