Objectives and competences
The general objectives of the course are aimed at developing the student's understanding of the process of entry and performance of firms in international markets. Students will be able to analytically assess a firm's international marketing environment, and develop international marketing strategies, including segmentation, positioning, market selection, forms of entry into foreign markets, and developing an international marketing programme. With these competencies, students will be able to plan and implement successful international marketing strategies and adapt to a dynamic international business environment.
Content (Syllabus outline)
The course deals with the strategic management process of international marketing. The focus is on understanding, planning and implementing marketing strategies at international level. The whole process enables companies to develop an effective international marketing strategy and compete successfully in global markets. Key points include:
- International marketing strategy: Developing a strategy for entering and operating in international markets.
- Analysis of the company's international environment: A study of the macro and micro environment of a foreign market.
- Decision-making on the selection of foreign markets: Segmentation, positioning and management of a company's international market/product portfolio.
- Decision-making on foreign market entry modes: Assessing different foreign market entry modes.
- Developing an international marketing programme: Deciding on products/services, pricing, distribution and communication at selected foreign markets.
- Implementation and control of international marketing activities.
Learning and teaching methods
- Ex-cathedra lectures
- Interactive lectures
- Case studies
Intended learning outcomes - knowledge and understanding
Students in this course:
1. Understand and apply the concepts and theories of strategic international marketing management to analyze and assess the firm's competitiveness in international markets (PILO 1a)
2. Are able to analyze the firm's macro and micro environment and assess the impact of political, economic and socio-cultural factors on international marketing (PILO 2c)
3. Understand and are able to apply international marketing theories to develop a strategy for entering international markets (PILO 2a, 2b)
4. Are able to formulate an international marketing plan, including decisions on market selection, segmentation and product/service positioning (PILO 2a)
5. Are able to present and defend their solutions to international marketing challenges and work collaboratively in a team to solve problems (PILO 3b, 3c)
6. Demonstrate knowledge of fundamental digital tools for solving complex international marketing challenges (PILO 3a)
7. Understand the concept of sustainable development and the importance of sustainable practices in international marketing (PILO 4b)
8. Recognize moral issues in international marketing and are able to identify possible responsible business choices (PILO 4a)
9. Are able to critically evaluate a company's international marketing strategies (PILO 2c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Intended learning outcomes - transferable/key skills and other attributes
Students in this course:
1. Understand and apply the concepts and theories of strategic international marketing management to analyze and assess the firm's competitiveness in international markets (PILO 1a)
2. Are able to analyze the firm's macro and micro environment and assess the impact of political, economic and socio-cultural factors on international marketing (PILO 2c)
3. Understand and are able to apply international marketing theories to develop a strategy for entering international markets (PILO 2a, 2b)
4. Are able to formulate an international marketing plan, including decisions on market selection, segmentation and product/service positioning (PILO 2a)
5. Are able to present and defend their solutions to international marketing challenges and work collaboratively in a team to solve problems (PILO 3b, 3c)
6. Demonstrate knowledge of fundamental digital tools for solving complex international marketing challenges (PILO 3a)
7. Understand the concept of sustainable development and the importance of sustainable practices in international marketing (PILO 4b)
8. Recognize moral issues in international marketing and are able to identify possible responsible business choices (PILO 4a)
9. Are able to critically evaluate a company's international marketing strategies (PILO 2c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Readings
Obvezna (Compulsory):
1. Hollensen, Svend. 2020. Global Marketing. 8th Ed. Harlow: Pearson Education (izbrana poglavja/selected chapters).
Dodatna (Additional):
2. Nabor relevantnih študijskih primerov in drugih gradiv, naloženih v e-učilnico (A set of relevant case studies and other sources, uploaded to the e-Learning classroom)
Additional information on implementation and assessment • Written examination (60%)
• Case study (40%)
Written examination - the student must achieve 56 % of the points for a pass.
Case study - the student prepares written case study.
