COURSE DESCRIPTION IMA2101 International Marketing Elective course

Transcription

1 COURSE DESCRIPTION IMA2101 International Marketing Elective course 1. Degree Bachelor of Hotel Management Bachelor of Human Resource Management Bachelor of Innovation and Entrepreneurship Bachelor of Marketing Bachelor of Marketing and Sales Management Bachelor of Tourism 2. Semester 4 th semester 3. Credits 30 credits 4. Course instructor Associate Professor Tore Mysen 5. Contact hours 144 hours 6. Learning outcome Knowledge: After completing the course, the student will have knowledge and understanding of the working conditions that Norwegian companies and organisations face when they internationalise. He/she will also gain knowledge of the processes and choices management carry out when they expand beyond the domestic market and/or further into the global market. It is important to be aware of cultural differences and the challenges they create for planning, selection and adaptation of strategies. The student will be able to identify, describe and assess the factors that affect the extent to which a company can succeed in their international marketing. He/she should have good knowledge of the main differences between the industrial and the digital web-based society and be able to apply the principles of the digital economy in the development of digital services. The student should be familiar with the key components of e-marketing, such as digital advertising systems, search engines and social media. Skills: The student will practice his/her analytical skills, and it is important that he/she is largely able to relate a situation analysis to a recommendation for reasoned specific choices that a company faces in the case of globalisation, and to put these choices into a relevant context to enable a consistent range of strategies. The student will be able to establish his/her own digital services by using open access solutions. The student will also be able to IMA2101 International Marketing. 1

2 use services for effective collaboration and knowledge sharing. General competence: In an increasingly globalised world it is important that the student adopts a positive attitude towards other cultures, different target groups buying behaviours and conditions that influence the decisions and processes related to international marketing. Through reflection upon new knowledge and practical skills in the use of digital media, participants will develop an understanding of the complexities behind digital services. It is important that the student is able to independently find and use relevant theory in his/her analyses and arguments. 7. Course contents Increasing globalisation or regionalisation? Trends and critical factors in the development. The need for the internationalisation of Norwegian industry An overview of the decision-making areas in international marketing How companies internationalise from a commodity, service, and tourism perspective. Motives and processes Growth strategies in relation to internal and external operating conditions, internationalisation capability and the industry s/line of business level of globalisation The digital community and growth strategies Sourcing: outsourcing, backsourcing Selection of market(s) How to establish and operate a new market: independent expansion and/or use of strategic alliances Relationship building, control and management of one s own departments and alliance partners Positioning, standardisation and/or adaptation of marketing Cultural differences, mechanisms of intercultural communication and how to proceed in order to succeed in a multi-cultural work situation. BRICS countries (Brazil, Russia, India, China and South Africa) are particularly emphasised The new media community, from proprietary services to platform and apps Use of social media in international marketing. Awareness and experiences as financial parameters Characteristics of effective operational websites/online stores Search, search engines and cheating Digital advertising systems Building relationships and customer loyalty online Digital strategy How to organise an international business Payment methods and logistics in an international context IMA2101 International Marketing. 2

3 Success criteria for success internationally from commodity, service and tourism perspectives 8. Method of instruction Groups of students will carry out tasks related to their own chosen business and to the broader curriculum (cf. portfolio assessment below under the heading Assessment ). Exercises and discussions will be held, social media will be used actively and students will present their own work. The course includes lectures, workshops and seminars. Students are required to invest considerable effort in the learning process. In addition, the course includes a field trip organised and implemented in part by the students. Guest speakers will be invited from the fields of goods, services and tourism-oriented businesses that have successfully internationalised. 9. Contacts with business and the public sector In their groups students should select and make contact with a specific business in goods, service and/or tourism-related activities. The selected company should either be established in markets outside Norway and/or target audiences outside the country. In addition, guest speakers from business and industry organisations will be invited to elaborate on examine key decision-making areas in international marketing. A business visit to an internationalised firm located in Norway and/or abroad will also be made. 10. Assessment Mid-term examination: Portfolio assessment. Several group assignments will be assessed together: Weighted 40% of course grade. Final examination: Written individual examination, 5 hours. Weighted 60% of course grade. No examination aids allowed. 11. Course syllabus Bøhn, Henrik and Magne Dypedahl Veien til interkulturell Kompetanse. Bergen: Fagbokforlaget. ISBN: Pages: 153. (Except chapter 10) NOK: 275. Fisher, Roger, William Ury and Bruce Patton Getting to yes: Negotiating an agreement without giving in. 2 nd ed. London: Random House. ISBN: pages. NOK: 429. Krokan, Arne Den digitale økonomien: Om digitale tjenester, forretningsutvikling og forretningsmodeller i det digitale nettsamfunnet. [Oslo]: Cappelen akademisk forlag. ISBN: Pages: 281. Price: NOK 398. IMA2101 International Marketing. 3

4 Mysen, Tore Sourcing. In Døving og Svensson (ed.) Leksjoner i markedsvitenskap, Oslo: Abstrakt forlag. ISBN: Price: NOK 425. Rodgers, Drew English for international negotiations: A cross-cultural case study approach. Cambridge: Cambridge University Press. ISBN: Pages: 160. Price: NOK 139. Solberg, Carl Arthur Internasjonal markedsføring. 8th ed. Oslo: Universitetsforlaget. ISBN: Pages: 512. Price: NOK 499. Compendium: Internasjonal markedsføring: Norli Kirkegata, contents: Carlsson, Johan, Axel Nordegren and Fredrik Sjöholm International experience and the performance of Scandinavian firms in China. International Business Review, 14(1): Ganesan, Shankar, Morris George, Sandy Jap, Robert W. Palmatier and Barton Weitz Supply chain management and retailer performance: Emerging trends, issues, and implications for research and practice. Journal of Retailing, 85(1): Horppu, Marianne, Olli Kuivalainen, Anssi Tarkiainen and Hanna-Kaisa Ellonen Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management, 17(6): Kristoffersen, H Hva er det Kinesiske? In Det nye Kina: Kinesisk handel, kultur og politikk, Oslo: Universitetsforlaget Kinesisk forretningskultur og kommunikasjon. In Det nye Kina: Kinesisk handel, kultur og politikk, Oslo: Universitetsforlaget. Moran, Robert T., Philip R. Harris and Sarah V. Moran Brazil. In Managing cultural differences: Global th ed. Elsevier Science & Technology India. In Managing cultural differences: Global th ed. Elsevier Science & Technology. IMA2101 International Marketing. 4

5 Russia. In Managing cultural differences: Global th ed. Elsevier Science & Technology. Mukherjee, Avinandan and Prithwiraj Nath Role of electronic trust in online retailing. European Journal of Marketing, 41(9/10): Nygaard, Arne Strategiske allianser. In Alliansebygging, Bergen: Fagbokforlaget Identifiser strategisk rasjonale. In Alliansebygging, Bergen: Fagbokforlaget. Styles, Chris, Paul G. Patterson and Farid Ahmed A relational model of export performance. Journal of International Business Studies, 39(5): Svensson, Göran, Tore Mysen and J. Payan The key role of opportunism in business relationships. Marketing Intelligence & Planning, (in forthcoming edition). c. 20 pages. Sun, T The rising star of China. In Inside the Chinese business mind, 1-9. Santa Barbara, Calif.: Praeger. 12. Recommended reading Hollensen, Svend Global marketing. 5th ed. Harlow: Financial Times Prentice Hall. ISBN: Keegan, Warren J. and Mark C. Green Global marketing. 6 th ed. Upple Saddle River, N. J.: Pearson Prentice Hall. ISBN: Kennedy, Gavin Kennedy on negotiation. Hampshire: Gower. ISBN: IMA2101 International Marketing. 5