Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
ICBM: International Marketing28574/1894/2021/1/30
Study guide

ICBM: International Marketing

28574/1894/2021/1/30
Academic year 2020-21
Is found in:
  • International programmes Management and Communication, programme stage 2
This is a single course unit.
Study load: 3 credits
Teaching staff: Bauer Evelyn
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2021 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 75,00 hours

Short description

In this class you will learn to think and act like an international marketeer. Together with an international mix of students you get to know tools and concepts to understand the international marketing environment. You will learn which market access strategies exist and how you best set up your global marketing mix. Finally you learn how you establish and control your international marketing organisation.
The theoretical parts of this class are illustrated with examples and case studies.

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

The student understand how to perform a qualitative as well as a quantitative market analysis
The student understands the international marketing mix.
The student is familiar with the steps a company must undertake by prior to, during and after its internationalisation efforts
The student understands the different factors and motives that affect internationalisation
The student understands the ways of identifying, accessing and developing ne wmarkets
The student is able to apply the course content to real and fictitious cases

Course content

- The international marketing environment
- Entering international markets
- International marketing mix
- International marketing organization

Study material (list)

Global MarketingMandatory
  • Author: Svend Hollensen

Study material (text): Mandatory

Hollensen "Global Marketing" latest edition

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours51,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Semester 2Knowledge test100,00Digital exam
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge test100,00Digital exam