International Marketing (5cr)

Content

Type of course
Compulsory

Level of course
Professional studies

Objective of course
The student learns the skills needed to acquire information on international markets.
The student becomes familiar with factors affecting global business and with
operations in international and global trade. The student knows how to take into
consideration company-specific considerations and special features of various
market areas in the planning and implementation of international marketing. The
student learns to select suitable international marketing strategies and marketing mix
tools for various customer and competition situations.
The student studies planning of international business operations and global business and makes up a marketing plan. It is the objective that the student becomes familiar with international marketing of products and services of SMEs. Highly processed special products, media and entertainment business and their international marketing are of special interest. The student also becomes
familiar with international marketing of products and services related to leisure,
recreation and relaxation. The student studies planning of international business
operations and global business

Course contents
- market surveys, marketing research and sources of information in
international/global business
- company-specific framework, international environments and market areas
- segmentation, marketing plan, means of competition
- international marketing mix
- international marketing communications mix
- international and global business operations
- SMEs and international marketing
- brands and branding for international markets
- mobile and internet marketing
- strategic and operational planning for international and global marketing
- management of international business strategies, business plan

Teaching methods
Lectures, assignments, case studies, seminars and workshops including presentations.

Assessment
Continuous assessment and examination. Active participation in contact teaching,
completing assignments and case studies and participation in case study sessions,
assessment of essays. Participation in workshops and seminars, assessed
presentations and enterprise involvement.

Prerequisites
None

Required/Recommended reading
To be agreed upon at the beginning of the course

Name of lecturer
Pirkko Varis and guest lecturers

Year of study
Second year

Semester/Period
Spring semester

Language of instruction
English