Business Administration, Global Marketing, 7.5 credits

Aims and objectives

General aims for first cycle education

First-cycle courses and study programmes shall develop:

• the ability of students to make independent and critical assessments
• the ability of students to identify, formulate and solve problems autonomously, and
• the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:

• gather and interpret information at a scholarly level
• stay abreast of the development of knowledge, and
• communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Course objectives

Knowledge and Understanding
After the completion of the course, the student should have

• theoretical and applied knowledge of core global marketing concepts and the global marketplace, as well as of the global marketing environment
• an increased understanding of global marketing management
• a knowledge of internationalization theories
• a general knowledge of how to organize international or global marketing operations and company resources in large companies and SMEs.

Competence and Skills
After the completion of the course, the student should be able to

• give account of global marketing operations that target objectives of multiple stakeholders in different countries
• argue for various courses of action in relation to aspects of global marketing presented in the course
• apply the concepts and theoretical models relevant to global marketing operations, and assess global marketing theories
• carry out and present basic analyses of authentic global marketing case studies.

Judgment and Approach
After the completion of the course, the student should be able to

• demonstrate the ability to identify global marketing problems with support from the literature, and the need for further knowledge
• demonstrate skills to critically evaluate, and systematically learn from, the marketing management in a global context
• critically assess different actor's perspective in marketing of products and services across national borders
• demonstrate awareness of ethical aspects of multinational marketing operations
• demonstrate the ability to work in project groups in a cross-cultural context.

Main content of the course

The course includes the following aspects of global marketing

• The global marketing arena
• Internationalization theories
• Strategies to enter a new market
• Pricing, products, distribution and promotion strategies for a worldwide market
• Recent trends and opportunities in global marketing management.

These aspects give different perspectives as to how to study and assess marketing globally and as to increase awareness of the main marketing issues companies with worldwide presence confront in their global operations.

Teaching methods

The course is centered on active student learning, and structured to provide ample opportunity for interaction among international students with a variety of backgrounds. To keep abreast of current global marketing issues, students are expected to read both the main textbook and additional articles on timely topics. Teaching is conducted using presentations, lessons and seminars.

• Presentations where the teacher introduces and organizes the subjects based on the course literature
• Lessons when case studies and research papers are discussed and analyzed
• Seminars where student's papers and group-based student assignments are presented and discussed.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Examination methods

Individual Short Paper I, 0.5 credits (Code: A001)
Individual short paper presented at a mandatory seminar.

Group Assignment, 1.5 credits (Code: A002)
Group assignment presented and examined at a mandatory presentation seminar.

Individual Short Paper II, 0.5 credits (Code: A003)
Individual short paper presented at a mandatory seminar.

Written Examination, 5 credits (Code: A004)
Individual written examination covering the course and literature.

For students with a documented disability, the university may approve applications for adapted or other forms of examinations.

For further information, see the university's local examination regulations (in Swedish).

Grades

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

In accordance with university regulations regarding grading systems for first and second-cycle courses (Vice-Chancellor’s decision ORU 2018/00929), one of the following grades shall be used: Fail (U), Pass (G) or Pass with Distinction (VG). For courses that are included in an international Master’s programme (60 or 120 credits) or offered to the university’s incoming exchange students, the grading scale of A-F shall be used. The vice-chancellor, or a person appointed by the vice-chancellor, may decide on exceptions from this provision for a specific course, if there are special grounds.

Grades used on course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Individual Short Paper I
Grades used are Fail (U) or Pass (G).

Group Assignment
Grades used are Fail (U) or Pass (G).

Individual Short Paper II
Grades used are Fail (U) or Pass (G).

Written Examination
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

For further information, see the university's local examination regulations (in Swedish).

Comments on grades

To receive Sufficient (E), Satisfactory (D) or Good (C) for the course, the student will need to receive Sufficient (E), Satisfactory (D) or Good (C) for the Written Examination, and Pass for Group Assignment, Individual Short Paper I & II. In addition the student need to participate all mandatory seminars.

To receive Very Good (B) or Excellent (A) for the course, the student must achieve Very Good (B) or Excellent (A) for the Written Examination and Pass for Group Assignment, Individual Short Paper I & II. In addition the student need to participate all mandatory seminars.

Detailed information on the requirements for different grade levels is given at the course start.

Specific entry requirements

15 Credits in Business Administration.

For further information, see the university's admission regulations (in Swedish).

Transfer of credits for previous studies

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

Other provisions

The individual written closed book examination can be written in English or Swedish. All other submissions and presentations, orally and in written form, including the short papers as well as the group assignment, are to be made in English.

Instead of the group assignment an individual examination will be mandatory for students that have previously passed the following examinations:
- Group Assignment, Business Administration, Culture and Leadership in International Business, 7.5 Credits, Örebro University
- Marketing, Assignment 2 - Business Administration, Corporate Business and Control, Basic Course, 30 Credits, Örebro University.

Remaining tasks should be completed as soon as possible according to the teacher's instructions.

Reading list and other teaching materials

Required Reading

Networking in business to business relationships
A compilation of texts provided by the department, about 100 pages [Kompendium]

Hollensen, Svend (Latest Edition)
Essentials of Global Marketing
Harlow, Essex, England: Pearson Education, ISBN/ISSN: 978-0-273-75654-5, 560 pages

Additions and Comments

Additional literature: Annual reports, research papers and periodicals, not more than 300 pages.