Study Guide

Objectives (course unit)

Course description
The "Strategic International Marketing" course offers the students an analytic, decision-oriented framework for strategic marketing in an international or global context. Consequently, students will be able to analyze, select, and evaluate the appropriate theories and frameworks for several strategic decisions connected with the international/global marketing process, such as whether to internationalize, deciding which markets to enter, and deciding how to enter the foreign market. Lastly, students will learn to develop strategies and tactics for product and service development, distribution, marketing communication, and pricing in an international marketplace.
After completing the course, the students will be able to:
Gain an in-depth knowledge of the significance of globalization.
Examine the structure of global marketing strategies used by SMEs and LSEs.
Evaluate firms' needs for internationalization and associated risks and barriers.
Evaluate internationalization theories for determining international business strategy.
Apply frameworks to the process of selecting international markets.
Use frameworks to help you decide how to enter a foreign market.
Develop strategies for international sourcing.
Design the global marketing mix element.

Content (course unit)

The firm's global marketing What is globalization? Global marketing for SMEs versus LSEs and global marketing orientation.
Initiation of internationalization and firm motivations. when to start exporting. Internalization risks and barriers
Internationalization theories. The Uppsala model, network model, transaction cost analysis model, and born global
International market selection process
International market entry strategies, from exporting to wholly owned subsidiaries
International sourcing strategies and why to source internationally
International Product Decisions. Level of product and characteristic, categories of services, and B2B service. Strategies for International Product Life Cycle, Product Positioning, Brand Equity, and Branding Decisions
Pricing strategies: International versus domestic. International pricing factors and strategies
Strategic management of distribution channels in international markets. Evaluating foreign distributors, international channel strategy, international online retail sales, and smartphone marketing. Strategies for channel power in international retailing and gray marketing
International marketing communication tools and process. International advertising strategies in practice and viral marketing campaign. International sales promotion management.

Further information (course unit)

Assessment criteria: fail (0).
The student isn't able to identify any theories and principles of global marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.

Assessment criteria, satisfactory (1-2) (course unit)

The student demonstrates theoretical and conceptual knowledge to identify and analyze global marketing issues while preparing a learning diary and group assignments. The student participates in the group assignments and is able to recognize his or her contribution to the task.

Assessment criteria, good (3-4) (course unit)

The student is able to analyze the theoretical concepts of strategic marketing and reflect them in learning diary and group assignments in a good manner. The student analyzes the strategic problems of international marketing and devises solutions for case studies, which includes several references. The student acts as an active member of a group, takes responsibility for his or her own work, and is able to cooperate with other members.

Assessment criteria, excellent (5) (course unit)

The student develops a new practical solution to international marketing problems with a connection to the strategic marketing issues faced by the organization. The student has written a high-quality and reflective learning diary, which includes several global references. The student, who takes a leading role in international teamwork or part of it, can cooperate flexibly and constructively, taking into account the cultural differences of the participants, and thereby developing the group’s interaction.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Group assignments presentation according to schedule in class.

Assessment methods and criteria

According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Green, M. C., & Keegan, W. J. (2020).Global Marketing, Global Edition, 10th edition
Hollensen, S. (2020). Global marketing (8th edition.). Pearson.
Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle Workspace.

Student workload

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 5 credits will mean a workload of approximately 135 hours. which will be divided as follows: 20 hours of classes, 40 hours of group assignments casework, and reporting: and 60 hours of learning diary:
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time

Content scheduling

Global marketing in the firm
Global Market Segmentation, Targeting and Positioning
International product and branding decisions
Global marketing and pricing decisions
Global marketing communication decisions
Global distribution decisions

Completion alternatives

Not Applicable

Practical training and working life cooperation

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

International connections

The course is a part of International Business Studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever global marketing is discussed.

Objectives (course unit)

Course description
The "Strategic International Marketing" course offers the students an analytic, decision-oriented framework for strategic marketing in an international or global context. Consequently, students will be able to analyze, select, and evaluate the appropriate theories and frameworks for several strategic decisions connected with the international/global marketing process, such as whether to internationalize, deciding which markets to enter, and deciding how to enter the foreign market. Lastly, students will learn to develop strategies and tactics for product and service development, distribution, marketing communication, and pricing in an international marketplace.
After completing the course, the students will be able to:
Gain an in-depth knowledge of the significance of globalization.
Examine the structure of global marketing strategies used by SMEs and LSEs.
Evaluate firms' needs for internationalization and associated risks and barriers.
Evaluate internationalization theories for determining international business strategy.
Apply frameworks to the process of selecting international markets.
Use frameworks to help you decide how to enter a foreign market.
Develop strategies for international sourcing.
Design the global marketing mix element.

Content (course unit)

The firm's global marketing What is globalization? Global marketing for SMEs versus LSEs and global marketing orientation.
Initiation of internationalization and firm motivations. when to start exporting. Internalization risks and barriers
Internationalization theories. The Uppsala model, network model, transaction cost analysis model, and born global
International market selection process
International market entry strategies, from exporting to wholly owned subsidiaries
International sourcing strategies and why to source internationally
International Product Decisions. Level of product and characteristic, categories of services, and B2B service. Strategies for International Product Life Cycle, Product Positioning, Brand Equity, and Branding Decisions
Pricing strategies: International versus domestic. International pricing factors and strategies
Strategic management of distribution channels in international markets. Evaluating foreign distributors, international channel strategy, international online retail sales, and smartphone marketing. Strategies for channel power in international retailing and gray marketing
International marketing communication tools and process. International advertising strategies in practice and viral marketing campaign. International sales promotion management.

Further information (course unit)

Assessment criteria: fail (0).
The student isn't able to identify any theories and principles of global marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.

Assessment criteria, satisfactory (1-2) (course unit)

The student demonstrates theoretical and conceptual knowledge to identify and analyze global marketing issues while preparing a learning diary and group assignments. The student participates in the group assignments and is able to recognize his or her contribution to the task.

Assessment criteria, good (3-4) (course unit)

The student is able to analyze the theoretical concepts of strategic marketing and reflect them in learning diary and group assignments in a good manner. The student analyzes the strategic problems of international marketing and devises solutions for case studies, which includes several references. The student acts as an active member of a group, takes responsibility for his or her own work, and is able to cooperate with other members.

Assessment criteria, excellent (5) (course unit)

The student develops a new practical solution to international marketing problems with a connection to the strategic marketing issues faced by the organization. The student has written a high-quality and reflective learning diary, which includes several global references. The student, who takes a leading role in international teamwork or part of it, can cooperate flexibly and constructively, taking into account the cultural differences of the participants, and thereby developing the group’s interaction.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Group assignments presentation according to schedule in class.

Assessment methods and criteria

According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Hollensen, S. (2020). Global marketing (8th edition.). Pearson.

Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle workspace.

Student workload

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 5 credits will mean a workload of approximately 135 hours. which will be divided as follows: 20 hours of classes, 40 hours group assignments casework, and reporting: 60 hours learning diary:
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time

Content scheduling

Global marketing in the firm
Initiation to Internationalize
Internalization theories
The international market selection process
International market entry strategies
International sourcing decisions
International product decisions
Global marketing communication decisions
Global distribution decisions

Completion alternatives

If the course cannot be completed the instructed way, the student should contact the teacher to negotiate other possible ways of completing the course.

Practical training and working life cooperation

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

International connections

The course is a part of International Business Studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever global marketing is discussed.

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

The student isn't able to identify any theories and principles of global marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

The student demonstrates theoretical and conceptual knowledge to identify and analyze global marketing issues while preparing a learning diary and group assignments. The student participates in the group assignments and is able to recognize his or her contribution to the task.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

The student is able to analyze the theoretical concepts of strategic marketing and reflect them in the learning diary and group assignments in a good manner. The student analyzes the strategic problems of international marketing and devises solutions for case studies, which include several references. The student acts as an active member of a group, takes responsibility for his or her own work, and is able to cooperate with other members.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

The student develops a new practical solution to international marketing problems with a connection to the strategic marketing issues faced by the organization. The student has written a high-quality and reflective learning diary, which includes several global references. The student, who takes a leading role in international teamwork or part of it, can cooperate flexibly and constructively, taking into account the cultural differences of the participants, and thereby developing the group’s interaction.