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International Marketing for IB
| Faculteit | Economie en Bedrijfskunde |
| Jaar | 2021/22 |
| Vakcode | EBP661C05 |
| Vaknaam | International Marketing for IB |
| Niveau(s) | propedeuse, uitwisseling |
| Voertaal | Engels |
| Periode | semester II a |
| ECTS | 5 |
| Rooster | rooster |
| Uitgebreide vaknaam | International Marketing for IB | ||||||||||||||||||||||||
| Leerdoelen | Upon completion of the course the student is able to: 1. Describe the terms and concepts used in marketing and the steps in the marketing process and explain how this is different (or not) in international marketing. 2. Assess the impact of the global marketing environment (macro and micro) on marketing decision making. 3. Assess consumer behavior, relate this to marketing decision making and indicate how culture affects consumer behavior. 4. Describe and apply the steps in creating marketing strategy (segmentation, targeting and positioning) and explain how this is different (or not) in international marketing. 5. Discuss which marketing mix objectives and decisions lead to value creation, given the marketing strategy chosen by the company. 6. Use theories in the book and articles plus other relevant information to solve real-life cases. 7. Communicate the solutions for the real-life cases in writing (a clear and concise report) and orally (a presentation) 8. explain which issues arise for the marketing mix in international marketing, including the rationale for standardization / adaptation |
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| Omschrijving | This course aims to teach students the basics of marketing as an orientation and as a function. Besides, the additional challenges when marketing in an international or global setting are discussed as products (and services) for both consumers and businesses are increasingly competing in international or global markets. Therefore, this course aims to develop an understanding of the essence of market orientation, (international) marketing environment, (international) marketing strategy (segmentation, targeting and positioning), and the marketing mix (product, price, place, and promotion), including international issues and subsequent standardization or adaptation issues. | ||||||||||||||||||||||||
| Uren per week | 4 | ||||||||||||||||||||||||
| Onderwijsvorm | -gastcollege , -hoorcollege , -werkcollege | ||||||||||||||||||||||||
| Toetsvorm |
-actieve deelname, -groepsopdracht, -groepspresentatie, -schriftelijk tentamen (open en mc vragen), -tussentijds tentamen (open en mc vragen)
(If exams are online and remote, we will not use an intermediate exam, similar to 20-21) |
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| Vaksoort | propedeuse | ||||||||||||||||||||||||
| Coördinator | Dr. M. Bharti | ||||||||||||||||||||||||
| Docent(en) | and others , E.J.B. Bakker ,Dr. M. Bharti , H. Nezami, MSc. , D. Olk, MSc. , student-assistants , A.E. Tatar, PhD. ,dr. J.A. Voerman , A. Werkman, MSc. | ||||||||||||||||||||||||
| Verplichte literatuur |
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| Entreevoorwaarden | Admittance to BSc IB. | ||||||||||||||||||||||||
| Opmerkingen | Coordinator: Dr. M. Bharti (m.bharti@rug.nl). Secretary: B.Wever, +31 (0)50 363 7065, marketing.education@rug.nl | ||||||||||||||||||||||||
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