Applied International Marketing 7,5 hp

Undervisningen bedrivs på engelska.

Kursinnehåll

The course is based on two complementary streams: theoretical substantiation and practical application. The theory is anchored in course literature and contemporary research, while the company-based project provides application grounds. The course starts with presenting contemporary international markets landscape and introduces internationalization theories and motives. A strong emphasis is given on facilitating interpersonal communication and relations in a multicultural setting. Market intelligence and marketing research in the international setting are introduced to facilitate market assessment, customer profiling, and competitive analysis. Segmentation, targeting, and positioning processes are presented in the context of international marketing with an emphasis on choosing the target market and comparing different modes of entry to a foreign market. Finally, instruments of the marketing mix in international marketing are reviewed. Besides theoretical anchoring and the group project course uses internationalization experiences of Swedish companies presented by guests, as well as presenting institutional (governmental) support of internationalization efforts of Swedish companies, mainly in the small and medium-size segment. The course also incorporates an outlook on contemporary trends in international marketing and ethical perspective.

Connection to Research and Practice
The course incorporates contemporary research on topics of international marketing, as well as uses previous research to showcase the history of addressing the topic in the literature. Every lecture is accompanied by a suggested readings list – reflecting material addressed during lectures or directing students toward resources that can expand their knowledge and understanding of the course topics.
The key component of the course is a host company-based project. Students are assigned in multicultural teams to help local SMEs in the initial assessment of a foreign market where the host company plans to expand. Students work closely with the company related to the initial assessment of the international marketing environment, competitive benchmarking, customer profiling, suggesting a mode of entry to a foreign market, and defining elements of marketing mix. Students have the opportunity to apply theoretical knowledge and frameworks in the real business setting.

Förkunskapskrav

Bachelor’s degree in Business Administration (i.e. the equivalent of 180 ECTS credits at an accredited university), including 30 credits in Business Administration (or the equivalent).

Utbildningsnivå: Avancerad nivå
Kurskod/Ladokkod: JAMR28
Kursen ges vid: Jönköping International Business School Last modified 2024-11-13 13:38:32