Global Marketing Management 7,5 Credits
Course ContentsThe course Global Marketing Management applies marketing management principles to a global context by integrating theoretical foundations of marketing management and practical application through company-based projects. Students work with local companies that want to advance into a new foreign market by analyzing drivers and motives to internationalize, conducting research of a foreign market (on a macro and micro marketing environment level), and develop a marketing plan for a host company. The practical journey is supported by providing adequate theoretical anchoring by introducing the key concepts and frameworks.
The course starts with portraying the connection between internationalization drivers and motives from a company perspective in the context of global markets and national internationalization strategies. Intersectionality of the global economy is introduced as a concept. Further, the marketing planning framework is introduced, with emphasis on assessing the current internal and external environment, segmentation, targeting, and positioning in the global context, as well as decisions on marketing strategy and tactical marketing plan. Students simultaneously work with their host companies in identifying the issues and applying the gained knowledge in a practical context. Special attention is given to internal and external negotiations with the purpose of advancing to a foreign market.
Besides theoretical anchoring and the group project, the course uses internationalization experiences of Swedish companies via guest speakers. Additionally, through individual thematic reflection students analyze and evaluate contemporary topics in global marketing.
Connection to Research and Practice
The course incorporates contemporary research on topics in global marketing. Lectures are accompanied by a suggested readings list – reflecting material addressed during lectures or directing students toward resources that can expand their knowledge and understanding of the course topics. A guest lecture from a JIBS researcher will be an integral part of the course on topics related to internationalization.
The key aspect of the course is the application of theoretical concepts and frameworks in close collaboration with host companies. Students are given the opportunity to work with a real company and have the opportunity to learn the internal dynamics of decision making for purpose of internationalization, as well as, creating marketing plan through collaboration with practitioners. The great advantage of such a setting is that it is anchored in experiential learning and active preparation for work-life assignments.
PrerequisitesThe applicant must hold the minimum of a Bachelor's degree in Business Administration (i.e. the equivalent of 180 ECTS credits at an accredited university).
Level of Education: Master
Course code/Ladok code: JGLR22
The course is conducted at: Jönköping International Business SchoolLast modified 2021-12-01 13:47:06