International Marketing for IB

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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
2. Describe different sources of marketing information as well as ways of analyzing this information (in an international setting)
3. Explain how international marketing differs from domestic marketing
4. Explain (international) marketing planning
5. Discuss cultural, economic, political and legal factors that influence decisions in (international) marketing
6. Discuss the opportunities and risks present in domestic and foreign markets
7. Use theories in the book and 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)
9. 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, with MyMarketingLab, Global Edition, 17th edition Armstrong, Gary, Philip Kotler 9780134642314 ca. €  75,00
Entreevoorwaarden Admittance to BSc IB.
Opmerkingen This course is also open for a max of 20 exchange students. As this is a first year, intensive course, exchange students are only accepted if they enroll for this course by contacting the exchange office. For more information, see www.rug.nl/feb/education/exchange/courseinformation/introductory-courses
Coordinator: Dr. J.A. Voerman (j.a.voerman@rug.nl). Secretary: I. Schelhaas, +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
Courses open to Exchange Students (BSc)  (Courses open to Exchange Students (BSc) with limited access) 2 semester II a keuze
DD BSc IB - Universitas Gadjah Mada, Yogyakarta (1,5-jarig programma)  (basisprogramma voor DD-studenten uit Yogyakarta) 1 semester II a verplicht
DD BSc IB - Universitas Indonesia, Jakarta (1,5-jarig programma)  (basisprogramma voor DD-studenten uit Jakarta) 1 semester II a verplicht
DD BSc IB - Universitas Indonesia, Jakarta (2-jarig programma)  (basisprogramma voor DD-studenten uit Jakarta) 1 semester II a verplicht