This course will cover several aspects of international marketing in light of digitalisation. The course will cover the basic decisions of going international from the strategic options down to the marketing mix. Using case studies students will be able to apply the contents by analysing specific problems and proposing solutions to simulate real world behaviour.

The course will be blended by short lecture elements, supported by blended learning elements via podcasts to highlight the key learning for each of the sessions.Cases will be handed out (early March in Moodle) in the beginning of the course and students are expected to prepare a solution to the case in the sessions commencing in May.Detailed instructions for the cases in conjunction with the marking criteria will be handed out with the case studies in March. Please visit frequently the Moodle course.Students will be graded on the quality of their group case study solutions.

- International marketing strategy- Trade principles and the use of new technologies- Market Entry- International marketing mix- Digitalization in marketing- Digital advertising- Digital business models- Digital consumer behaviour and Analytics

Principles of Marketing or similarPrinciples of Management 

IBEC

For general international marketing and lead literatureDoole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation. Eight edition 2019. Cengage Learning EMEA Overview to digitalization in Marketing (additional readings)Rindfleisch, A., & Malter, A. J. (Eds.). (2019). Marketing in a digital world. Emerald Group Publishing.Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.Smith, A. (2019). Consumer behaviour and analytics: Data driven decision making. Routledge.

Students will be graded on a submission of a case study solution. This is a group assignment with peer evaluation and single evaluation elements.

65% - Submission of a case study in Moodle (group assigment)30% - presentation of the case study by each group member (the presentation will be graded single for each student)5% - Peer evaluation (you will be invited to rate each of your group members for their contribution)

The cases will be graded considering theirline and quality of argumentcompleteness of the solution/suggestionsintegration of adequate analysisvisual presentationformal requirements of scientific submissionsThe presentation will be graded considering the candidatesPresentation materialverbal expression and presentation skillscomprehensiveness of the presentationThe peer evaluation is based on a short questionnaire which will be administered online to gauge the contribution of each group member.