Artesis Plantijn Hogeschool Antwerpen
Business en Recht
International marketing36486/3368/2425/1/84
Study guide

International marketing

36486/3368/2425/1/84
Academic year 2024-25
Is found in:
  • Bachelor of Business Management, programme stage 3
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
Teaching staff: Bauer Evelyn
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

being enrolled for at least 60 ects credits in programme part (year) 1 AND previously registered for B2B marketing.

Short description

There are two primary objectives for the International Marketing course:

  • To gain a solid understanding of the theoretical and conceptual principles of International marketing;
  • To understand how to develop and manage a strategic international marketing program and how to implement it.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You identify and analyze the influence of (inter)national trends within the marketing industry.
You know the different steps that a company has to take before, during and after their internationalization.
You will explain the basics of building out the international marketing mix.
You will have an understanding of the various ways in which international markets can be found, entered and developed.
You reflect on the role of marketing and consumption in the globalized world.
You will analyze the different internationalization processes of companies
You identify cultural diversity in international marketing and communication plans .
OLR MAR 7.2 - The bachelor BM/MAR can communicate fluently and spontaneously, both in spoken and written English, using professionally appropriate vocabulary in a professional context.
You understand job-specific longer texts in English.
You express yourself correctly in most formal situations and use appropriate business terminology.

Course content

In this course the student will learn to apply the 5 step approach to develop and implement an international marketing plan:

1. Decision whether to internationalize
2. Decision which markets to enter
3. Market entry strategies
4. Design of the global marketing program (4Ps)
5. Implementation and coordination of the international marketing program

Study material (list)

Mandatory
  • Author: lector
Global MarketingMandatory
  • Author: Svend Hollensen

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek