COURSE SYLLABUS

Global Marketing Strategy 7.5 Credits

Strategier för global marknadsföring
Second cycle, M7034N
Version
Course syllabus valid: Autumn 2017 Sp 1 - Present
The version indicates the term and period for which this course syllabus is valid. The most recent version of the course syllabus is shown first.

Syllabus established
by Director of Undergraduate Studies Bo Jonsson, Department of Business Administration, Technology and Social Sciences 14 Mar 2012

Last revised
by Director of Undergraduate Studies Daniel Örtqvist, Department of Business Administration, Technology and Social Sciences 16 Jun 2017

Education level
Second cycle
Grade scale
U G VG
Subject
Business Administration
Subject group (SCB)
Business Administration

Entry requirements

Bachelors degree of at least 180 ECTS out of which 60 should be in the area of business administration or equivalent. Business Administration can be equivalent to managerial experience of at least 4 years involving financial responsibility (shall be supported by certificates). The student should be proficient in English.


More information about English language requirements


Selection

The selection is based on 20-285 credits



Course Aim
After passing the course the student should be able to:
  • identify and describe the challenges faced by companies as a result of globalization
  • identify, describe and explain how the global marketing environment is affecting marketing strategies
  • identify, describe and explain the various means of competition that can be used to better plan, organize and control the company’s marketing activities
  • identify and develop global strategies in multinational companies
  • identify and develop entry strategies for international markets

Contents
The company needs to gain a competitive advantage by going international. The task of global marketing strategy is complex when the company aims at one foreign market. It is much more complex when the company starts operations in several countries. The course offers an analytic strategy-oriented framework for going international, selecting foreign markets, adopting modes for market entry and the development and implementation of global marketing programs. Students learn to analyze, select and evaluate the appropriate conceptual frameworks for approaching the main management decisions connected to the global marketing process, and as a result understand how the firm can achieve global competitiveness through the design and implementation of market-responsive programs.

Realization
Lectures/lessons, seminars, group assignments, case studies and/or project work. The course is given in English.

Examination
In a written test, the student should demonstrate ability to:
  • identify, describe and explain how the global marketing environment is affecting marketing strategies
  • identify, describe and explain the various means of competition that can be used to better plan, organize and control the company’s marketing activities
  • identify and develop global strategies in multinational companies
  • identify and develop entry strategies for international markets

In compulsory assignments, the student should demonstrate ability to
  • identify, describe and explain how the global marketing environment is affecting marketing strategies
  • identify, describe and explain the various means of competition that can be used to better plan, organize and control the company’s marketing activities
  • identify and develop global strategies in multinational companies
  • identify and develop entry strategies for international markets

A requirement for passing the course is attendance at compulsory sessions

Remarks
Students must register for the courses themselves, or contact ETS educational administration eduets@ltu.se, not later than three days after the quarter commences. Failure to do so can result in the place being lost. This rule also applies to students with a guaranteed place.

Examiner
Maria Ek-Styvén

Literature. Valid from Autumn 2017 Sp 1 (May change until 10 weeks before course start)
Hollensen, Svend (2016). Global Marketing, (7th edition.), Pearson. ISBN: 9781292100111
Additional literature will be provided by the teacher during the course.

Course offered by
Department of Business Administration, Technology and Social Sciences

Items/credits
NumberTypeCreditsGrade
0001Compulsory tests and assignments7.5U G VG

Study guidance
Study guidance for the course is to be found in our learning platform Canvas before the course starts. Students applying for single subject courses get more information in the Welcome letter. You will find the learning platform via My LTU.