autumn 2017

BED-2100 Global marketing - 10 ECTS

Last changed: 27.02.2018

The course is provided by

Faculty of Biosciences, Fisheries and Economics


Harstad |

Type of course

This subject is open and can be taken as a single subject.


Course content

The purpose of the course is to produce insight into, and knowledge about the different choices faced by companies operating internationally and the factors affecting these choices. The student will gain knowledge and skills necessary to analyze, select and evaluate the appropriate conceptual frameworks for approaching the five (5) main management decisions connected with the global marketing process: 1) whether to internationalize, 2) deciding which markets to enter, 3) deciding how to enter the foreign market, 4) designing the global marketing program, and 5) implementing and coordinating the global marketing program. Having taken this course, students should be better equipped to understand how firms could achieve global competitiveness through the design and implementation of market-responsive programs.

Objectives of the course


After completion of the course the candidate will:


  • Develop in-depth knowledge about global marketing concepts 
  • Develop an understanding of how a company can achieve global competitiveness through the design and implementation of market-responsive programs  
  • Develop insight into the unique challenges of the global marketing environment 
  • Become up-to-date of recent developments in the field of global marketing



After completion of the course the candidate will be able to:


  • Apply academic knowledge to the analysis of global marketing problems 
  • Develop effective and decision-oriented marketing programs 
  • Identify and evaluate relevant scholarly information and present it in a manner that sheds light on a global marketing problem


General Competence

After completion of the course the candidate will be able to:


  • Assess and apply the relevant global marketing theories  
  • Exchange ideas and views of current global marketing topics  
  • Make oral presentations of case solutions  
  • Show familiarity with current global marketing thought

Language of instruction


Teaching methods

Lectures, seminar work and student presentations. A large extent of group-based work on business cases.


One individual paper and one group work on business cases and the moderation of discussion topics in class must be approved before the students qualify for the exam. The amount and type of requirements is specified in more detail in the syllabus made available at course start.

The final course grade would be made up of a four-day home case exam (individual). This exam is graded by one internal examiner and one external examiner using a grading system ranging from A-F, where F is failure to pass the exam.

Date for examination

Take-home assignment hand in date 30.11.2017 hand out date 27.11.2017

The date for the exam can be changed. The final date will be announced in the StudentWeb early in May and early in November.


Recommended reading/syllabus

Hollensen, S. (2014): Global Marketing: A decision-oriented approach. 6th Edition London: Prentice Hall. ISBN- 978-027-77316-0

Article compendium.