International Marketing for IB

Faculteit Economie en Bedrijfskunde
Jaar 2019/20
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. explain which issues arise for the marketing mix in international marketing, including the rationale for standardization / adaptation
7. Use theories in the book and articles plus other relevant information to solve real-life cases.
8. Communicate the solutions for the real-life cases in writing (a clear and concise report) and orally (a presentation)
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
(Tutorials are compulsory)
Toetsvorm -groepsopdracht,  -groepspresentatie,  -schriftelijk tentamen (open en mc vragen),  -tussentijds tentamen (open en mc vragen),  -verplichte aanwezigheid
(at the end of the block, students are asked to fill in a peer assessment form in which they evaluate the relative contribution of the team members to the group assignments. based on this, the overall grade for the group assignments can be adjusted up- or downwards for individual group members with a max of 0.5.)
Vaksoort propedeuse
Coördinator dr. A. Schumacher
Docent(en) dr. S.A.E.G. Albalooshi , M. Moeini Jazani ,dr. A. Schumacher ,dr. J.A. Voerman
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. A. Schumacher (a.schumacher@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