Business Administration, Global Marketing, 7.5 credits

Learning outcomes

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.

Content

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.

Examinations and grades

Individual Short Paper I, 0.5 credits (Code: A001)
Grades used are Fail (U) or Pass (G).

Group Assignment, 1.5 credits (Code: A002)
Grades used are Fail (U) or Pass (G).

Individual Short Paper II, 0.5 credits (Code: A003)
Grades used are Fail (U) or Pass (G).

Written Examination, 5 credits (Code: A004)
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

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 determine which grading system is to be used. The grade must be determined by a teacher specifically nominated by the university (the examiner).

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

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

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) on the Written Examination and Pass on all other examination parts of the course.

To receive Very Good (B) or Excellent (A) for the course, the student must achieve Very Good (B) or Excellent (A) on the Written Examination and Pass on all other examination parts of the course.

Modes of assessment

Individual Short Paper I, 0.5 credits (Code: A001)
Assignment and oral examination

Group Assignment, 1.5 credits (Code: A002)
Assignment and oral examination

Individual Short Paper II, 0.5 credits (Code: A003)
Assignment and oral examination

Written Examination, 5 credits (Code: A004)

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

For further information, see the university's local examination regulations.

Specific entry requirements

15 Credits in Business Administration.

For further information, see the university's admission regulations.

Other provisions

The written examination can be written in English or Swedish. All other examination parts are to be made in English.

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.

Reading list and other learning resources

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.