International Marketing Management
| Structure Type: | Study unit |
|---|---|
| Code: | TL00BR34 |
| Curriculum: | IB 2025 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2027-2028) |
| Semester: | Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Sahebi, Daniel |
| Language of Instruction: | English |
Learning Outcomes
Upon completing this course, students will have developed the ability to analyze global market opportunities and craft effective marketing strategies tailored to diverse international contexts. They will understand the complexities of cultural, economic, political, and legal environments and their impact on marketing decisions. Students will gain proficiency in conducting international market research, applying appropriate methods and tools to gather and interpret data. They will also learn to formulate strategies for market entry, product adaptation, pricing, promotion, and distribution in international markets. Furthermore, students will be equipped to address ethical issues, incorporate principles of corporate social responsibility, and apply digital marketing techniques to connect with global audiences effectively.
Student's Workload
The total student workload for the International Marketing Management course (5 ECTS = 135 hours) is divided as follows:
• Contact hours: 35 hours
• Independent work: 50 hours
• Learning diary: 25 hours
• Exam preparation: 25 hours
Prerequisites / Recommended Optional Courses
Basic knowledge of marketing principles or completion of introductory marketing courses is recommended.
Contents
• Introduction to International Marketing
• Global Marketing Environment
• Cultural Dynamics in International Marketing
• International Market Research
• Global Market Entry Strategies
• International Product Decisions
• Global Pricing Strategies
• International Distribution and Logistics
• Global Communication and Promotion Strategies
• Digital Marketing in a Global Context
• Ethics and Social Responsibility in International Marketing
Regional Impact
The International Marketing Management course indirectly addresses regional impact by equipping students with the skills to analyze global markets and understand diverse international marketing strategies, which can help local businesses expand into international markets. It emphasizes the incorporation of ethics, corporate social responsibility, and digital marketing techniques, enabling students to connect with both global and regional audiences, thereby benefiting regional businesses and organizations. Additionally, the course trains students to navigate cultural, economic, political, and legal complexities, enhancing their ability to operate effectively in both regional and global markets. The knowledge and skills gained through the course foster innovation and economic development in students’ respective regions by supporting local businesses in becoming competitive in global markets.
Internationality
The International Marketing Management course strongly emphasizes internationality, as reflected in its learning outcomes and content. Students are taught to analyze global market opportunities, understand diverse international contexts, and develop marketing strategies tailored to various international environments. A key focus is placed on understanding cultural differences and their impact on marketing decisions through topics such as Cultural Dynamics in International Marketing and Adapting Strategies to Different Cultural Contexts. Additionally, students learn to conduct international market research, apply global entry strategies, and adapt product, pricing, promotion, and distribution methods to suit different international markets. The course also incorporates Marketing in a Global Context, enabling students to effectively connect with global audiences. Furthermore, ethical considerations and corporate social responsibility (CSR) principles are emphasized to prepare students for managing global challenges responsibly. Through these elements, the course equips students to operate effectively in international markets, bridging the gap between local and global business practices.
Recommended or Required Reading and Other Learning Resources/Tools
It is sufficient for students to study the PowerPoint slides and the reading materials provided by the teacher for each lecture. Additionally, the following resources are recommended:
• Green, M. (2020). Global Marketing: Global Edition. Paperback.
• Czinkota, M. R., & Ronkainen, I. A. (2021). International Marketing. Cengage
Mode of Delivery / Planned Learning Activities and Teaching Methods
The International Marketing Management course combines contact teaching, independent study, and reflective assignments to provide a comprehensive learning experience. Contact hours focus on lectures and discussions covering core topics like international marketing strategies and cultural dynamics, with an emphasis on active participation and collaboration. Independent work includes studying provided materials and completing assignments, supported by Moodle as the primary communication platform. Students maintain a learning diary to reflect on their progress, and the use of AI tools is permitted for research and ideation, provided proper citations are included to ensure academic integrity. This blended approach ensures a balance of guided and self-directed learning.
Assessment Criteria
Assessment for this course will be based on the following components:
• Learning Diary 30%
• Exam 50%
• Active Participation 20%
Throughout the course, students will receive formative feedback on their learning diaries and active participation. The final exam will assess the understanding and application of the course material.