Content (Syllabus outline)
|
|
| - Globalisation of markets and business strategy
- International strategic marketing management and international firm development
- International dimensions of competitiveness and firm management on global market
- Foreign market entry strategies and firm internationalisation process
- Market selection and opportunities analysis
- Dynamics of market position development on global market
- Strategic dimensions of marketing mix for global market
- Strategic international marketing management in global business setting.
|
Readings
|
|
| Obvezna študijska literatura (Compulsory textbooks):
1. Hollensen, Svend (2013). Global Marketing: A Decision Oriented Approach. 6th ed. London: Prentice Hall.
2. Douglas, Susan P., and Craig, Samuel (2011), 'Convergence and Divergence: Developing a Semiglobal Marketing Strategy' Journal of International Marketing. Vol. 19, No. 1, pp. 82-101.
3. Douglas, Susan P. and C. Samuel Craig, (2011), The role of context in assessing international marketing opportunities, International Marketing Review, Vol. 28, No.2, pp. 150-162.
Dopolnilni viri (Additional textbooks):
1. Ghemawat, Pankaj (2001). 'Distance still matters: The hard reality of global expansion'. Harvard Business Review, Vol. 79, September pp. 137-147.
2. Ghemawat, Pankaj (2007). 'Managing differences: The central challenge of global strategy. Harvard Business Review, Vol. 85, March 2007, pages 59-68
3. Ghemawat, Pankaj (2007). Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter. Boston: Harvard Business School Press.
4. Ghemawat, Pankaj, (2011). World 3.0: Global Prosperity and How to Achieve It. Boston: Harvard Business School Press.
5. Govindarajan, Vijay and Anil K. Gupta (2008), The Quest for Global Dominance: Transforming Global Presence into Global Competitive Advantage. 2nd edition. San Francisco: Jossey-Bass.
6. Johansson, Johny K. (2009). Global Marketing: Foreign Entry, Local Marketing, and Global Management. 5th edition. New York: McGraw-Hill Higher Education.
|
Objectives and competences
|
|
| The purpose of the course is to develop students’ basic understanding of influences of global business context on business strategy and internationalisation of a firm and managing its market position in a global marketplace. They will gain understanding of the role of strategic management of marketing function in international business strategy of the firm and international managers’ responsibilities in international firm. They will develop competence for managing international marketing by applying modern strategic management concepts for international marketing at local and global level. |
Intended learning outcomes - knowledge and understanding
|
|
| Knowledge and Understanding:
Understanding of strategic business operation in global business context
- Capability to use strategic management tools in international setting
|
Intended learning outcomes - transferable/key skills and other attributes
|
|
| Transferable/Key Skills and other attributes:
- Competence of using international marketing knowledge in global company
- Capability to develop global marketing programmes and strategies
- Capability to understand and act strategically and efficiently in global business environment
|
Learning and teaching methods
|
|
| - Lectures on key concepts in strategic international marketing management
- Individual/group seminar paper
- Individual literature study |
