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Høst 2017

BED-2100 Global marketing - 10 stp

The course is administrated by

Faculty of Biosciences, Fisheries and Economics

Type of course

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


Course contents

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.

Objective of the course


After completion of the course the candidate will:




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



General Competence

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


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 at your faculty 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.

Lectures Autumn 2017
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