Course syllabus - Global and Local Marketing Strategies

Objectives

The purpose of this course is to give the student a global and local view on marketing strategies and how: companies implement marketing in a global strategy; companies manage global and local marketing strategy; companies organise international operations; marketing a multinational company is carried out, and; companies use strategy to compete on the global and local market.
Another purpose is to develop the students personal skills in concerns to oral and written presentations; critical and analytical thinking; information search; scrutinizing material, and; group work.
An overall purpose is to stimulate an interactive study approach to:
- enhance exchange of values and thoughts;
- give insight into a different ways of living, and;
- give the student the possibility to develop a comprehensive understanding of different cultures.

Learning outcomes

After this course the student should be able to:
- demonstrate the ability to integrate knowledge and handle complexity when evaluating different marketing strategies a company might have to decide upon in a global and/or local environment;
- carry out a country analysis concerning a companys national competitive advantage in terms of: related and supporting industries; factor conditions; demand conditions, and; firm structure, strategy and rivalry;
- formulate judgements with incomplete data based on: suitable theories and models from the course literature, and other collected and scrutinized material, concerning the competitive forces that shapes the strategies of a company.
- carry out a group work together with colleagues and in an active way contribute to solving the task;
- communicate and present (both orally and in writing) his/her conclusions and underpinnings (on the above mentioned learning outcomes), to specialist and non-specialist international audiences clearly and unambiguously;
- peer-review the work of fellow students as well as argue for and discuss about his/her own contribution in each learning activity, and;
- study in a manner that is largely self-directed and autonomous, which means that the student is expected to take responsibility for his/her own studies, and also indirectly for other students learning and development by taking an active part in different course activities.

Course content

- A broad view of the international company and its domestic and foreign environment.
- Marketing in a global strategy.
- Managing global and local marketing strategies.
- Organizing international operations.
- Marketing of a multinational company.
- Competition and strategy on the local market.

Tuition

Seminar activity: During the seminars, the student must be ready to engage in discussion about the course material. Participation is mandatory and includes: physical attendance; involvement in classroom activities and discussions.

Group project: The assignment consists of writing a paper (or papers) about a certain topic distributed by the teachers. The assignment will be presented (orally and in writing) during a final seminar. On the seminar the students also peer-review and scrutinize another group's paper. Presence during the final seminar is mandatory.

Written exam: The final written exam might contain multiple choice, short answer and essay questions. The exam should give the student the opportunity to demonstrate the knowledge and skills he/she has acquired during the learning activities. Two opportunities for make-up exams are given if the student is absent from or fail the written exam.

Specific requirements

Degree of Bachelor of at least 180 credits in business administration, social sciences or technology. Alternatively Business Administration 90 credits with gradual progression. At least 75 credits must be completed by course start. At least 30 credits must be on level G1N, including at least 5 credits of management accounting, 30 credits on level G1F and at least 15 credits on level G2F. In addition Swedish course B/course 2 and English course A/course 5 are required. For courses given entirely in English exemption is made from the requirement of Swedish course B/course 2.

Examination

Written exam (TEN1), 3.5 credits, marks Pass (G) or Pass with distinction (VG)
Group project (GRU1), 2 credits, marks Pass (G) or Pass with distinction (VG)
Seminar activity (SEM1), 2 credits, marks Pass (G) or Pass with distinction (VG)

A student who has a certificate from MDU regarding a disability has the opportunity to submit a request for supportive measures during written examinations or other forms of examination, in accordance with the Rules and Regulations for Examinations at First-cycle and Second-cycle Level at Mälardalen University (2020/1655). It is the examiner who takes decisions on any supportive measures, based on what kind of certificate is issued, and in that case which measures are to be applied.

Suspicions of attempting to deceive in examinations (cheating) are reported to the Vice-Chancellor, in accordance with the Higher Education Ordinance, and are examined by the University’s Disciplinary Board. If the Disciplinary Board considers the student to be guilty of a disciplinary offence, the Board will take a decision on disciplinary action, which will be a warning or suspension.

Grade

Pass with distinction, Pass, Fail

Interim Regulations and Other Regulations

Grades are also given according to the ECTS grading scale

ECTS - SGS - Definition
A - VG - EXCELLENT - outstanding performance with only minor errors.
B - VG - VERY GOOD - above average standard but with some errors.
C - G - GOOD - generally sound work with a number of notable errors.
D - G - SATISFACTORY - fair but with significant shortcomings.
E - G - SUFFICIENT - performance meets the minimum criteria
FX - U - FAIL - some work required before credit can be awarded.
F - U - FAIL - considerable work is required.