Course: International Marketing Management, Assignment credits: 5

Content 

The International Marketing module (MIBM) at Hanze IBS, is dedicated to  examine the interplay of human behavior, digital technology, and strategic approach to marketing related processes within an organization. The module emphasizes on the marketing strategies that are based upon on the company's why their values and striving toward socially responsible impact. The module is rooted in the contemporary trends of business (e.g. Artificial Intelligence, Blockchain, or Sustainable Business Models) to better meets the requirements of the job market. The ongoing trend of switching from traditional marketing to digital marketing and purpose economy orientation are used as an overarching theme of the module (e.g. creating purpose in digital search advertising by making sure the marketing methods are reaching the customers). Through the current pandemic more companies have to heavily rely on digital marketing, which will be a relying factor of the survival of the company, in these cases it is important to find a way to reach its potential customers the right way, with all the different competitors. That is why it is necessary to add purpose to each marketing strategy, so potential customers are easily attracted. The Digital layer of this International Marketing module has: 

1. Strategic focus: Looking not only at tools and tactics for DM but deep focus on strategic questions: customers, brands, and value creation.  

1. Customer centric: Digital Involvement Cycle. 

1. Action learning: Deepest engagement critical to future marketing career, including capstone project (simulation) to design and optimize search engine campaigns and apply latest tools of Facebook advertising. 

The whole module addresses in details the four major themes (1) Digital Marketing & Sales, (2) Online Analytics, (3) Integrated Marketing Communications, and (4) Big Data & Cyber Security. 

Company engagement 

In the module there is an existing company is involved which offers the assignment to the participants related to the content (rather international marketing plan or social medial monitoring) which is willing to engage in purposeful marketing activities. 

Contribution to Sustainability 

The module contributes to the Sustainable Development Goals as set by the UN, and in particular to the SDG12 (Responsible Production and Consumption) and engages the participants to get involved in Hanze activities on SDG’s. 

Learning Objectives 

The participants learn how to apply advanced knowledge and practice on marketing, at international and digital levels in order to utilize resources with the aim of delivering innovative and purpose driven organizational strategies, develop and refine appropriate business models and digital marketing plans that optimize societal impact and positively contribute to organizational performance. The participants also learn how to Conduct methodologically sound research and analysis of complex data with emphasis on purpose driven organizational strategies, business modelling, and digital marketing showing an understanding of data implications on managerial decision-making.  

Learning Methods 

In this module participants are supposed to take responsibility for their own learning process, and to actively engage in the community of learners. The method of flipped classroom is being used to stimulate engagement and learning, which results in producing own marketing Podcasts: Implications of digital marketing for marketing strategy based on the number of consultancy reports selected, such as McKinsey, Deloitte, KPMG, PricewaterhouseCoopers etc., not older than one year. The Product School Youtube Channel is used to evoke in the participants the needs to follow most recent marketing development impacting product/services design and its offerings. On top of the final project formative assessment is offered to monitor student learning to provide ongoing feedback that can be used by instructors to improve their teaching and by students to improve their learning.