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GroupT31DY15S/Degree Programme in International Business Management, Master's Degree (Tornio)
Study unitT301DY23 International Marketing Management, 5.00 ECTS credits, 133 h
Management of Capabilities
ADVANCED PROFESSIONAL STUDIES
ImplementationPerustoteutus/15002
UnitMinerva (Kauppakatu 58) Tornio
Time of implementationSpring1/2015-2016, Spring2/2015-2016
Responsible teacherKolar Mario
Other teachers
Status of implementationFinished

Description status Under modification
  
Language of instruction English
Starting and ending dates01.01.2016 - 29.05.2016
Minimum number of participants  
Maximum number of participants  
Enrolment period01.09.2015 - 23.02.2016
Implementation method Virtual studies
Virtuality 5 ECTS credits
R&D integration 3 ECTS credits
Resit dates of the exam
Koulutuksen aikataulu (www-linkki)
Description language English 
Objectives

Students will learn to identify potential markets for entry, develop an international marketing plan, and assess effects of the global environment on marketing strategy. Upon completion of the course students will be able to:

Recognize the complexity of market entry strategies and basic concepts unique to international marketing.

Utilize techniques for analyzing culture, product, pricing, distribution, and promotion strategies in a foreign market.

Locate and utilize key sources of information for conducting international marketing research.

Recognize the importance of international marketing within a socially responsible framework.

Understand branding issues and customer lifetime value in an international context

Main Topics:

Global vs. Domestic Marketing

Initiation of Internationalization / Market Selection and Entry Modes

Development of International Competitiveness

Segmentation, Targeting and Positioning Approaches

Global Marketing Research

The International Environment

International Marketing Mix

Branding in an International Context

Customer Lifetime Value

 
Assessment criteria
Grade 1 - 2Grade 3 - 4Grade 5

 
Pedagogical arrangements

see Moodle.

Material

see Moodle.

Content

Course Description

This course focuses on practical marketing decision-making. Topics include the marketing

environment, product development, pricing, distribution, and promotion strategies for increasingly

global markets. The students will understand the cycle of analyzing the internal and external

environment, segmentation, targeting and positioning, as well as the Marketing-Mix.

Learning Objectives

Students will learn to understand the link between strategic management and marketing management.

They will be able to develop and implement basic marketing plans and to assess the impacts of the

business environment on their implementation.

· Recognize the complexity of marketing strategies and basic concepts unique to

business- to-business marketing.

· Utilize techniques for evaluating opportunities, product pricing, distribution, and promotion

strategies in a global market.

· Locate and utilize key sources of information for conducting marketing research.

· Recognize the importance of marketing within a socially responsible framework.

Course Contents

· Global vs. Domestic Marketing (International Environment)

· Development of International Competitiveness

· Segmentation, Targeting and Positioning Approaches

· Global Marketing Research

· Value Proposition Management

· International Marketing Mix

· Branding in an International Context

· Market Research.

Assessment

Evaluation: Joint assignment 50%, Harvard marketing simulation 20%, Pre-readings 20%, Class-participation/discussion 10%.

Assessment:

Grade 1 - 2Grade 3 - 4Grade 5

The student is able to

understand the basic

requirements of Marketing

in a business context.

The student can explain the

International Marketing

challenges companies are facing

in the global context.

The student is able to

understand the context of

Strategic and Operational

Marketing and their link to

Corporate Goals.

The student can analyze the

internal and external business

environment and deduct basic

decisions for the International

Marketing Mix

The student is able to assess and design feasible improvement

(implementation) plans for a

company's Global Strategic and

Operational Marketing

approach.

The student can analyze the

business environment and

customer behavior with market

research tools and understands

the impacts of Brand

Management, as well as

Innovation Marketing.