MF-401 International Marketing

The essence of marketing is to facilitate exchanges of money, products and/or services. Thus, international marketing requires an interaction between firms and people of different nationalities and cultures. The international arena contains numerous cultures, languages, and very diverse historical experiences. The range goes from long traditions of democracy and market-based economies to hierarchical cultures with little or no experience with either. Thus doing business in an international environment requires knowledge of diverse cultures and traditions in order to ensure success. This requires us to look at the different aspects of marketing from a different viewpoint. We will have a particular emphasis on Europe, North America, the Far East and Africa.

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.

The goal is to acquaint the students with perspectives, opportunities and problems in international marketing. Special emphasis will be placed on cultural, ethical, political and economic variables as they affect the work of the international marketing manager. The course is open to all master students.

At the end of the course students will be expected to:

1. Have an understanding of the international arena and how it affects firms
2. Define and use relevant terms in international marketing
3. Be able to present relevant theories in international marketing and be able to apply them a practical situation
4. Recognize the challenges involved in international marketing

The students in the class come from a variety of countries and cultures - thus forming a cross cultural mini-laboratory. The course work will consist of case discussions, lectures, a term paper and a final exam. The students are expected to attend class and participate in presentations and class discussions. Topics covered in class as well as in the written materials will form the basis for the exam.

Group assignment. Contributes 100 % to the final grade. Letter grades. More information will be given in Canvas.

Updated for spring 2022 - 19 January.

1. Examination requirements: Submission and presentation of written assignment.

2. Examination: 4-hour written exam (60%) based on lectures, text and assigned articles and a written term paper (40%).

No.