International Marketing for IB

Faculteit Economie en Bedrijfskunde
Jaar 2018/19
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 (international) marketing and the steps in the (international) marketing process.
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 (international) marketing strategy (segmentation, targeting and positioning).
5. Discuss which marketing mix objectives and decisions lead to value creation, given the marketing strategy chosen by the company and how these change in an international setting.
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. Read and discuss articles in scientific journals.
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 dicussed 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 (international) marketing environment, (international) marketing strategy, and the (international) marketing mix . Specific topics include the (international) marketing orientation, marketing issues related to (international) macro- and meso environments, (international) segmentation, targeting and positioning, the marketing mix (product, place, price, and promotion) and subsequent standardization or adaptation issues.
Uren per week 4
Onderwijsvorm hoor- en werkcolleges
(Tutorials are compulsory)
Toetsvorm actieve deelname, opdracht(en), schriftelijk tentamen met meerkeuzevragen, schriftelijk tentamen met open vragen
(Group Assignment(s) with peer assessment)
Vaksoort propedeuse
Coördinator dr. J.A. Voerman
Docent(en) and others , F.T. Beke, MSc. , Y. Joye , A. Onrust, MSc. , S.A. Sadowski ,dr. J.A. Voerman ,dr. J. Wan
Verplichte literatuur
Titel Auteur ISBN Prijs
Principles of Marketing, Global Edition, 17th edition Armstrong, Gary, Philip Kotler 9781292220178 ca. €  70,00
Entreevoorwaarden Admittance to BSc IB.
Opmerkingen Coordinator: Dr. J.A. Voerman (j.a.voerman@rug.nl). Secretary: B.Wever, +31 (0)50 363 7065, sec.mar.kmes@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
BSc International Business/IB  (basisprogramma BSc IB) 1 semester II a verplicht
DD BSc IB - KEDGE Business School, Bordeaux (4-jarig)  (basisprogramma voor studenten uit Bordeaux) 3 semester II a verplicht
DD BSc IB - Universitas Gadjah Mada, Yogyakarta (1,5-jarig)  (basisprogramma voor DD-studenten uit Yogyakarta) 1 semester II a verplicht
DD BSc IB - Universitas Indonesia, Jakarta (1,5-jarig)  (basisprogramma voor DD-studenten uit Jakarta) 1 semester II a verplicht
DD BSc IB - Universitas Indonesia, Jakarta (2-jarig)  (basisprogramma voor DD-studenten uit Jakarta) 1 semester II a verplicht