Prin­ciples of In­ter­na­tion­al Mar­ket­ing

Course content

This is the core marketing class in the BSc IB programme. The course gives an overview of the marketing activities of companies operating in international markets. The course will cover a broad range of areas within the realm of international marketing, such as consumers' attitudes and emotions, role of culture, market segmentation and selection, marketing research, global product and brand management, images and biases in international marketing, marketing services and the experience economy.

The basic course goal is to provide a comprehensive and research-based overview of the basic principles of international marketing.

The course is structured as follows and makes use of the following pedagogical elements and activities.

- Lectures: Both face-to-face and online lectures during which key theories, models and opinions are introduced and discussed, supported by examples from actual companies operating in the global marketplace

- Exercises: The course content taught in the lectures is deepened and extended through exercises that take place once a week. These exercises allow students to learn working with and applying theories and concepts.

- Q&A: Students have the opportunity to send any content-related question to the teachers. These questions will be tackled and answered in a weekly Q&A session on Canvas.

- Workshop Sessions: This course makes use of two workshop sessions. Students are asked to prepare and submit an assignment, as well as provide feedback on two other assignments. The workshops use an online peer-review platform and serve as a direct preparation for the exam. During the workshop sessions, students will write, submit and provide feedback on an academic assignment. 

The course concludes with an exam preparation lecture during which students have another opportunity to ask questions and receive feedback.