International Marketing 7.5 credits

The course provides a general overview of international marketing, delivering necessary theoretical knowledge and analytical tools for market assessment and decision making in planning and execution of advancement to a foreign market. The course consists of two major sections.
The first section reviews globalization of the markets, internationalization motives, and theories. The international marketing environment is addressed, as well as the implications of environmental forces on businesses. Basic principles of marketing research in the context of international marketing are revisited, as well as segmentation, targeting, and positioning in international marketing. The first section of the course place emphasis on the analysis of the international marketing environment.
The second section engages in discussion on different modes of entry to a foreign market, with emphasis on conditions that favor different modes, as well as their advantages and disadvantages. Furthermore, the marketing mix is reviewed from an international marketing perspective, through an adaptation/standardization dilemma. Specifics of the instruments of marketing mix in international marketing context are elaborated.
Connection to Research and Practice
Contemporary international marketing material is integrated into the course. Major topics are supported with references to research in the field of international marketing. A list of suggested readings is provided in every lecture with the intention to provide additional resources and insights for deeper exploration of international marketing concepts and contemporary developments. Through individual essays on contemporary international marketing topics students are encouraged to review academic articles.
Reflecting JIBS rich experience in collaborating with local companies the course discourse is supported by presenting cases and examples from practice where students are provided with experiences of local companies and their efforts to advance to foreign markets. Furthermore, by engaging in the group work project – with the assignment to create a marketing plan for exporting a product from Sweden or importing a product to the Swedish market students are guided in applying theoretical principles and analytical skills in quasi-real-life experience.