This course deals with strategic issues of foreign entry, marketing operations and transnational management.
First the course will address the cultural, political, legal, technological, economic and geographic environments. Then the course will deal with strategic issues of foreign entry, marketing operations and transnational management. Finally it will equip participants to develop and implement strategies for any organisation intending to compete globally.
The course will cover most of the following topical areas:
- Political, economic, legal and technological environments
- Geo-political regions and emerging markets
- Researching, data sources and screening of markets
- Cultural issues in negotiations and purchasing
- Market-entry alternatives and contingencies
- Product, service, branding and packaging decisions
- Global supply chains, logistics and distribution channels
- Cross-cultural advertising and marketing communications
- Pricing, financing and purchasing power in markets
- Organisational control and strategy implementation
- Ethical issues in sourcing, management, communication
The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.
The course workload is 200 hours equivalent to 7,5 ECTS (40 hours per week equivalent to 1,5 ECTS).
The language of instruction is English. Please note that all teaching and learning activities - such as lectures, seminars, assignments and assessment tasks – are carried out in English.
Assessment for the course will be continuous and is carried throughout the different activities of the course. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from these different assessment tasks are added up to a total course score that will then translate into the final grade for the course.
The course contains the following weighted assessment tasks:
1. Case report / Written essay – team.
2. Presentations (case/articles) – team.
3. Final exam / major project – individual.
After completion of the course, students will receive grades on a scale related to the intended learning outcomes of the course. Passing grades are A, B, C, D and E. Failing grades are Fx and F. A grade Fx can be completed for a grade E.
ScheduleThe schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
Course literatureNote that the course literature can be changed up to two months before the start of the course.
See reading list in the current syllabus.