Course Syllabus

International Marketing and Branding

Semester & Location:	Spring 2019 - DIS Copenhagen
Type & Credits:	Elective Course - 3 credits
Major Disciplines:	Business, Communication, Marketing
Faculty Member:	Leif H. Rasmussen
Program Director:	Susanne Goul Hovmand - sgh@dis.dk
Program Coordinator:	Adeline Reiser - are@dis.dk
Program Assistant:	Ali Cohen - aac@dis.dk
Time & Place:	Mondays & Thursdays 10.05 - 11.25, F24-206

Prerequisites:

A minimum in basic marketing skills, e.g. an introductory course in marketing

Faculty member: Leif Rasmussen

2008 -              CEO and owner of Trading company, Imexpo Aps.
1997 – 2007:   Sales and Marketing Director, Member of Executive Board, Royal Unibrew
1995 – 2007:   Member/Chairman of Supervisory Boards, mainly subsidiaries and in
                         Associations in the beer and soft drink industry
1990 – 1996:   Marketing Director, Danish Brewery Group
1985 – 1989:   Marketing Manager, Faxe Brewery
1982 – 1984:   Consultant and Account Manager, Ted Bates Advertising Agency
1982:               Cand. Merc, Copenhagen Business School
1975 – 1982:   Product Manager, Irma
1975:               General Business Administration, Copenhagen Business School, N. Brock

Description of course: 

The overall objective of the course is to enable students to understand a company/organization’s opportunities for growth by expanding its international activities within marketing, branding and sales. To demonstrate this understanding, the students (in groups of app 5 persons) will produce comprehensive business plans (focusing on sales and marketing) based on real life business cases in cooperation with 2 relevant companies. The style of the report will be as if the students were working as consultants for the companies.

Learning Objectives:

By the end of the course, students will have acquired skills enabling them to:

• Analyze and understand a company’s market situation with a focus on international opportunities
• Demonstrate how to build stronger brands and how to internationalize these brands
• Identify and analyze the economic and cultural pitfalls and challenges in the field of international marketing
• Understand the cross-cultural challenges within international marketing, advertising and PR – and demonstrate this knowledge by presenting how to create a communications strategy and advertising/PR for a selected Scandinavian company
• Write comprehensive reports (business plans) as a member in a group of app five students.
• Present and discuss the essentials of the Report as an exam (2 – 3 times) during the semester.

Required texts: 

Textbook 1: Basic textbook  Andrew McAuley:  “International Marketing, Consuming Globally, Thinking Locally”

Textbook 2:  “Global Marketing and Advertising, Understanding Cultural Paradoxes” (Third edition) by Marieke de Mooij. Selected chapters.

Textbook 3: The Marketing Plan, A Step-by-Step Guide, John Westwood (3rd edition).

Class Format

Traditional classroom teaching, discussions (as many as possible!) and group work.

Actual classroom activities will consist of three main items:

• Lecturing

During the semester we will review key marketing concepts in an international environment. The importance of proper market analysis, research, and investigation of cultural differences, will be discussed, as will the necessity of brand building, market research, market segmentation, cross border market communications, etc. 

• Case discussions and student presentations

Early in the course, real cases will be introduced.  The students in groups of approximately five will get one of the presented companies as “their client.”  This enables students to relate subsequent subjects and theories to real businesses. Thus, the actual companies will be used as examples in lecturing, discussions, and presentations.

• Group work and consultations

The remainder of the scheduled sessions will be used for group work and individual group consultations with the instructor.

Group work will result in

(a) 2 – 3 written reports

(b) 2 – 3 oral presentations

Complete group participation is expected each time.

Grading:

Marketing Report (Strategies), Company 1 (group)	20%
Written Midterm exam (individual)	20%
Active Class participation (individual)	20%
Marketing Report (Implementation), Company 2 (group)	30%
Presentation of the Report Company 2  (individual)	10%

Description of Business Plan/Marketing Report

The Reports are to be written for 2 Scandinavian “clients”, i.e. Scandinavian companies/organisations with potential for international expansion. 

The Reports should be approx. 10 pages per group. Final presentations are expected to last approximately 30 minutes (including Q & A).

 

What is meant by participation?

Students are expected to attend all classes, consultation sessions, group work, guest lectures, and field study visits. Participation is not the same as attendance, but means taking an active part in discussions, being prepared for each class/session and asking relevant questions. Special attention will be given to participation in group works.

Furthermore, please refer to the general attendance policy at DIS. Only a doctor’s statement is valid reason for not participating.  Unexcused absences will result in a lower/failing participation grade.

As my way of lecturing is very dependant on discussions in class, I need to state the following regarding laptops in class: 

You may use your laptop for note-taking or fact-checking in my class.  Usage not related to the class or our subject is unacceptable to me, and to the purpose of this class.  I am relying on your integrity and your respect for our objectives. 

Academic Regulations  

Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:

• Course Enrollment and Grading
• Attendance
• Coursework, Exams, and Final Grade Reports

DIS - Study Abroad in Scandinavia - www.DISabroad.org

Detailed Schedule

Schedule is subject to change if necessary with as much notice as possible.

Thursday 17.01. 2019           Read: Textbook 1, chapter 1+2+3+4	Getting started Objectives Lecturer and students getting to know each other. To get an overview of the contents of the course and – most importantly – understand the objectives. Understand and accept the expectations to the student’s proficiency by the end of the course. Presentation of the most important blocks on which this course has been build A quick look at the Syllabus   What is marketing all about?
Monday 21.01. 2019  Read: Textbook 1 chapter 1+2+3+4	Building of strong Brands Deeper understanding of Brand Building and Brand Equity. Corporate Branding vs. Product Branding
Thursday 24.01. 2019  Read: Textbook 1 chapter 1+2+3+4	Building of strong Brands Deeper understanding of Brand Building and Brand Equity. Corporate Branding vs. Product Branding
Monday 28.01. 2019 Read: Textbook 1 chapter 1+2+3+4 Textbook 1 chapter 6+7+8	Internationalization of Companies & Brands Understand why companies internationalize. Understand how companies internationalize The influence of culture Global branding Global Brand Leadership Choice of strategy
Thursday 31.01. 2019	Internationalization of Companies & Brands Understand why companies internationalize. Understand how companies internationalize The influence of culture Global branding Global Brand Leadership Choice of strategy
Monday, Feb. 4- Friday, Feb. 8	Core Course Week
Monday 11.02. 2019   Group assignment about Brand Building, Brand Equity and internationalization of brands. Application of marketing strategies on international case	Start groupwork in class after intro and discussion
Thursday 14.02. 2019 Group assignment: Application of marketing strategies on international case	Group work in class
Monday 18.02. 2019 Group assignment: Application of marketing strategies on international case	Presentation and discussion group 1 and 2
Thursday 21.02. 2019 Group assignment: Application of marketing strategies on international case	Presentation and discussion group 3 and 4
Monday 25.02.2019 Read: Textbook 2: Chapter 4 - Focus on p 59-69	Impact of culture in international communication and advertising            What is culture and why is it important when working with international advertising? Introduction and discussion of the concept of culture and to Hofstede’s five dimensions of national culture
Wednesday 27.02.2019 Field Study 13 – 17.30
Thursday 28.02.2019 Read: Textbook 2: Chapter 4 - Focus on p 59-69	Hofstede’s five Dimensions: What is culture and why is it important when working with international advertising? Presentation by each group Intro to small assignment to be presented 09.04 in class
Sunday, March 3– Sunday, March 10	Long Study Tour / Study Break
Monday 11.03. 2019	Hofstede’s five Dimensions: Group work in class – discussions with Leif
Thursday  14.03. 2019   How to prepare for Midterm	Hofstede’s five Dimensions:   Each group to present assignment about cultural differences in commercial communication.
Monday 18.03. 2019 Midterm in class	Closed book quiz (short answer test)
Thursday 21.03.2019 Feed-back on Midterm quiz	Model to determine communication concept: Brand Essence Communication concept to be transformed into an Execution Plan and Creative Briefing
Sunday, March 24 – Sunday, March 31	Long Study Tour/Study Break
Monday 01.04.2019	Model to determine communication concept: Brand Essence Communication concepts to be transformed into an Execution Plan and Creative Briefing
Thursday 04.04. 2019 So-Me Marketing in the real world	Guest lecturer Application of theories in a larger Danish company. Groups to work on small case.
Monday 08.04.2019 So-Me Marketing in the real world	Presentations in class by the groups. Guest lecturer to comment on presentations.
Thursday 11.04.2019	Guest lecturer Peter Friis-Mikkelsen:   Introduction to case for finals: Implementation of strategies, H&M Readings to be presented and uploaded on Canvas
Monday 15.04	Guest lecturer Peter Friis-Mikkelsen:   Introduction to case for finals: Implementation of strategies, H&M Readings to be presented and uploaded on Canvas
Wednesday April 17 – Monday April 22	Study Break
Wednesday 24.04.2019 Field Study 8.30 – 12.30	Field Study
Thursday 25.04.2019 Prepare questions to instructors in groups	Consultation Session, Marketing Report Individual (groups)  discussions external lecturer and instructor
Monday 29.04.2019 Read Prepare questions to instructors in groups	Consultation Session, Marketing Report Individual (groups) discussions with instructor Last chance to get instruction/ask questions before handing in the report   Preparing presentations for Final Exam
Thursday 02.05.2019 Finals	Slots to be decided for each group
Monday 06.05.2019 Finals	Slots to be decided for each group

 

Schedule is subject to change if necessary with as much notice as possible.