From International to Global Marketing


We are entering a new phase of globalization, in which there will be no single geographic centre, no ultimate model for success, no sure strategy for innovation and growth.

Companies from every part of the world will be competing – for customers, resources, talent and intellectual capital – with each other in every corner of the world’s markets. Products and services will flow from many locations to many destinations.

In this course you will  learn how to deal with – and benefit from – global markets.

Date: 10th of August to 24th of August 2021 (see detailed schedule below).

Place: Online – the course uses Microsoft Teams and Moodle as platforms for lectures, materials and assignments.

Credits: 5 ETCS

Price: 75€

Application: by 12.4.2021


A market entry plan


  • the context of going global
  • different alternatives of internationalization
  • analyze a company’s prerequisites for international activities: export-import, market entry, global market mix
  • modern marketing approach with new strategies and new ways of acting

Target audience

Undergraduate students with minimum one year completed of Bachelor’s studies preferably in Business Administration.


Lectures, group work, project work, report, presentations.

Course schedule

Week 32 Tuesday 10.8. 13-16 EET, Thursday 12.8. 13-16 EET.

Week 33 Monday 16.8. 13-16 EET, Wednesday 18.8. 14-16 EET.

Week 34: Tuesday 24.8. 13-16 EET, Thursday 26.8. 13-16 EET.

Students are expected to attend the lectures as some of the group work is done during the lecture time. Students can work on their individual assignments whenever outside the lecture time but all the course work should be completed by 3.9.2021.

Student work load

Lectures and mentoring 30 h, project work in groups 70 h = 100 h.


Participation in lectures, activity in group and project work (market entry plan)

Assessment criteria

Depth of discussion, quality of project work

Learning materials

Svend Hollensen: Global marketing and other literature to be announced in course.

Number of students: max 30