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International Marketing and Management

The highly complex and dynamic reality that international companies constantly experience puts the existing management toolbox to a test. Therefore, the concentration strives to provide the qualifications necessary for you to act as a reflective practitioner with the ability to deal with high levels of uncertainty. Our strong theoretical approach, combined with practice, ensures the acquisition of the skills necessary to solve practical business problems.

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Integrated themes

The methodology of the IMM line is partly rooted in course models and partly in projects that integrate, develop and apply different methodological approaches. Extensive project work offers you the opportunity of integrating the various course themes and to experience, what it is like to work in international teams.

Tradition meets modern models

Theoretical and practical perspectives are analysed within the institutional framework for doing business. Traditional understandings of industry structures are replaced by new fluent models of organisation, reflecting a world that is becoming more dynamic, internationalised, knowledge-intensive, innovative, and network-based. Companies are influenced by these contemporary issues and, thus, the programme gives you insight into the consequences of these tendencies. Nevertheless, in order to more fully understand contemporary developments, it is also important to know the basic or traditional perspectives on strategy, management and marketing. A Foundation of Strategy gives you a thorough knowledge of the central elements in strategic management theory and competence to reflect on issues within strategy in many different ways. You will notice that strategy is a complex framework for action. Perspectives in Marketing and Marketing Research concentrate on the principles of marketing from a conceptual and international perspective. The differences and consequences of the transaction cost and the relationship marketing approach will be analysed and the suitability of each approach in various international market situations will be discussed. Based on these themes, the course proceeds to provide insights into the marketing research process, where the main objective is to develop an ability to evaluate marketing research (through personal experience) when working in marketing and management in a corporate function. Management Accounting takes its point of departure in management decisions concerning a firm’s offers of products and services, pricing, planning and use of capacity in form of equipment and human resources. Classic and contemporary management techniques for control, like Activity based costing, Target costing etc, are discussed and applied during the course. International Management
The conditions for managing are rapidly changing in an ever more global, dynamic and knowledge-intensive world and this requires new analytical insights and skills among tomorrow’s business leaders. This course provides a thorough understanding of central contemporary issues in business management within this new global context. International Marketing
The rapid development of new interactive media such as on-line services and the Internet keeps offering new ways for consumers and marketers to interact. In this fast developing stage it is difficult to estimate its likely impact on consumer behaviour. The course provides exploratory insights into the changing logic of traditional marketing in this information age in the international context. International Business and Strategy. This subject gives you a thorough hands-on knowledge about strategic analysis, strategic decision-making and action. The course is based on cases to facilitate learning by doing process as well as entailing a decision-maker perspective. Managing International Operations focuses on typical problems in large companies and companies with direct, foreign investments. The complexity of the management of international affairs is explored, analysed and discussed. Strategic as well as operational managerial activities are analysed. Business Project is a project-based course putting all courses of the first year into the context of a specific firm and you write a report with this firm. You will do an internal and external analysis and give recommendations for the future strategies of the firm. Want to learn more about the other concentrations? Go back to the website of Cand.merc.

Sidst opdateret af Communications & Marketing 22.12.2008