Course: International Dimension credits: 3
- Course code
- CIVB18INT
- Name
- International Dimension
- Study year
- 2020-2021
- ECTS credits
- 3
- Language
- English
- Coordinator
- J. Kets
- Modes of delivery
-
- Lecture
- Assessments
-
- International Dimension - Computer, organised by STAD examinations
Learning outcomes
Competences:
The student:
- SETTING A COURSE; The Marketing professional maps out a marketing approach. He/she does this based on his/her vision, opportunities he/she identifies in the market and the long-term competitive advantage of the organisation where he/she works. Because he/she does not work within a vacuum, the Marketing professional is a bridge-builder who connects both knowledge and people.
- Teamwork
- Commercial awareness
- Critical thinking
The student:
- Compares and contrasts international marketing strategies for different types of markets to justify companies’ choices.,
- Debates about the role of internationalization in the board room and describes ways how to be accountable as marketer,
- Appraises market entry strategies chosen by various types of firms,
- Questions and integrates perspectives on international marketing strategy,
- Analyses how competitive advantage may be achieved or sustained.
Content
Level:
Intermediate
Content:
The course will deal with the following topics: Internationalization theories, Marketing in the board room, standardization versus adaptation, marketing internationally to various markets (developing, emerging, BoP, advanced), and competitive advantage, SMTs versus multinationals and innovation.
Literature/study materials:
The peer reviewed journal articles are available from the Hanze library. The student will purchase the required cases from the website: www.casecentre.org. The price ranges between 5-7euro per case.
Intermediate
Content:
The course will deal with the following topics: Internationalization theories, Marketing in the board room, standardization versus adaptation, marketing internationally to various markets (developing, emerging, BoP, advanced), and competitive advantage, SMTs versus multinationals and innovation.
Literature/study materials:
- For Marketing Management Bachelor Programme student: For the latest info, go to the reading list on intranet: Hanze.nl/marketingprogramme or the Blackboard course.
- For Exchange Students/Certificate Students: For the latest info, go to the reading list on intranet: Hanzegroningen.eu/exchangemm or the Blackboard course.
The peer reviewed journal articles are available from the Hanze library. The student will purchase the required cases from the website: www.casecentre.org. The price ranges between 5-7euro per case.
Included in programme(s)
School(s)
- School of Marketing Management and Financial Economic Management
- School of Marketing Management