Økonomi og administrasjon - siviløkonom, masterprogram
Økonomi og administrasjon - siviløkonom, 5-årig masterprogram
Introductory course in Marketing or equivalent, or bachelor degree in business administration or equivalent.
On successful completion of this course the student should be able to:
Differentiate between domestic and international marketing
Review and apply relevant theories in marketing and international marketing
Present a marketing plan for an international company in a new market
Apply principles of international marketing to relevant cases
Develop innovative solutions to global marketing problems
Consider ethical implications of marketing decisions.
This course will cover global marketing theory, practice and cases. More specifically, topics will include global marketing environments, global marketing functions and strategies, the four Ps (product, price, placement and promotion) of global marketing, and new trends in global marketing. The course will discuss how specific international functions are carried out and how they impact the global marketing strategy of the firm, including: market research, international market selection, international market entry, and global segmentation, targeting and positioning. Finally, we will discuss how the 4Ps of marketing are applied in the global arena and discuss ethical implications of marketing decisions, including how marketing can contribute to the development of responsible consumption and production and ensure sustainable consumption and production patterns
Undervisnings- og læringsformer
The course is designed to be interactive and requires reading of assigned materials in advance of class. The class will include chapter readings, formal lectures, case analyses, teamwork, multimedia presentations and a consulting project, giving the student experience in developing "real" international marketing strategies. Estimated workload is about 200 hours.
Vilkår for å gå opp til eksamen
Student presentation of a midterm project. More information will be given in Canvas at the start of the semester.
3-hour examination based on lectures, readings and cases. Contributes 100 % to the final grade. Letter grades.
The study programme manager, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.